It’s a loud, turbulent world. And at the moment, it can feel particularly chaotic. It’s against this backdrop that Destination Canada launched its brand-new consumer-focused marketing campaign at Rendez-vous Canada (RVC) – the show connects international travel buyers with Canadian tourism businesses – last week in Winnipeg. And aptly, it’s something a little quieter, softer… smaller.
Named “Canada, naturally”, gone are the vistas, the panning shots of the vast mountain-scapes, coastline, forest and prairies for which the country is rightly famous. Instead, the series of online videos, digital adverts and a collaboration with Google Street View – which will see real images over glossy visuals used – is about celebrating the everyday.
A scene of strangers helping push a man’s car in snowy Quebec, a casual barbecue under the northern lights or a photo opportunity at a petrol station are all intended to showcase Canada’s openness and warm-hearted people.
https://youtube.com/playlist?list=PLHA37CPZ8aPF06xdgJC5KCmD-D_LDQpLp&fe…
“‘Canada, naturally’ is the perfect antidote to what people need right now,” said Gloria Loree, senior vice-president, marketing strategy and chief marketing officer. “There’s this discomfort in the world. The social part of daily life is shrinking. Travel is the anecdote to that, and travel in Canada in particular. We see travel becoming more important.
“Landscapes and nature are not unique to Canada. It has taken a bit of courage to not do a travel video that crams in a lot of product and to say we really want to stand up for what we think is meaningful and will help Canada be distinct. You’re going to feel welcome here, and you’ll find something very real and authentic here.”
The push forms part of Destination Canada’s 2030 strategy, which aims to generate C$160 billion (£86bn) in annual tourism revenue by 2030, up from C$140bn (£75bn) at its launch in late 2024.
Loree confirms it is on track to meet that goal, despite the US remaining its largest source of in-bound travellers. With relations between the two nations currently strained, only time will tell how the numbers are impacted.
But inbound travel from the UK is looking strong. The UK was the second-largest source of arrivals in 2024. British traveller spending beat 2019 levels in 2023, and is forecasted to grow 6.2% in 2025. Visitation numbers are expected to reach 94% of 2019 levels this year, showing there is more room to grow. By next year, full recovery is expected; it’s forecast 875,400 UK visitors will head to Canada, spending $1.9 billion.
Barriers for growth, according to Loree, have always been about access. “For the UK, we’re enjoying some new direct access, especially into Atlantic Canada,” she explains.
Additionally, a new four-times-weekly direct flight from Heathrow to Ottawa with Air Canada launched in April. From 27 June it will also connect Edinburgh with Montreal. In late 2024, it also announced four new Tourism Corridors, aimed at directing travellers to lesser-visited routes.
And one of the biggest draws will undoubtedly be the Fifa World Cup 2026, taking place from 11 June to 19 July 2026. Vancouver will host seven matches (13 June-7 July) and Toronto six (12 June-2 July).
Is Canada ready for the World Cup? Hotel rates have recently been released but they are on the higher side. There are hopes these will come down as demand is established.
“The interesting thing is, it’s two cities – and a lot of unknowns,” adds Loree, noting that although the game dates are locked in, which national teams will make it to Canada remains a question mark. “I’ve been hearing from the industry a lot of frustration for that time period, and hoteliers are all trying to figure it out. So, there’s a natural tension.
“But what I have learned as a traveller is how special cities are outside of the actual sport. The cities put on a show too. There’s going to be a lot of a lot of fun to be had.”
In the meantime, anecdotes of visitors switching from plans for US travel to Canada are on DC’s radar. “There’s been a bit of switching,” adds Loree. “But it’s too early to tell how material it would be over a year’s time.
“I would just say we’re really enjoying the good brand that Canadians have earned, really for decades, as peacekeepers and as people who are good neighbours. Canadians are a little surprised to see how loved we are. So good things can come to roost too.”
