Meaghan Ferrigno exemplifies what it means to be a data and AI leader that can reshape industries through insight, influence, and execution. At Destination Canada, her leadership has turned data from a back-office function into a strategic lever for national competitiveness in tourism.
At the heart of Meaghan’s impact is the Canadian Tourism Data Collective, an AI-powered platform that stands as one of the most ambitious data initiatives in global tourism. With over 25 billion rows of integrated data and tools like the Tourism Outlook and the Wealth and Wellbeing Index, the platform describes and actively anticipates trends. Its adoption metrics speak volumes: more than 18,000 unique users, an 84% engagement rate, and an estimated $4.5 million in annual insight value per partner.
Ferrigno’s approach goes beyond tech. She has embedded a model of collective intelligence, aggregating and aligning a fragmented ecosystem of more than 200,000 SMEs, government agencies, and local tourism bodies. Her work on Destination Canada’s 2030 Strategy, A World of Opportunity has been regarded as a masterclass in how to operationalize data strategy at scale, with measurable impact and political alignment.
Crucially, Meaghan understands that innovation without adoption is theatre. Her focus on co-creation, feedback loops, and trust-building ensures that the tools created actually solve problems on the ground.
Her influence extends far beyond Canada’s borders. Recognized globally with awards from DataIQ and others, Ferrigno is setting the standard for best practice. She is a vocal presence at the intersection of AI, public value, and policy, speaking at numerous events and shaping public discourse through multiple platforms.
What sets Meaghan apart is her ability to keep one foot in the future and one in the real world. While many chase hype, she is deploying generative AI and digital twins with purpose, giving tourism stakeholders predictive tools that track traveler behaviors and reveal the underlying motivations behind them.
In an era where the rhetoric of AI transformation is deafening, Meaghan Ferrigno offers results. Through a unique blend of technical acuity, strategic foresight, and cross-sectoral leadership, she has redefined the role data plays in shaping national industries. For her vision, execution, and lasting impact, Meaghan is setting the standard for future data and AI leaders.
