Destination Canada have pulled back the curtain on their bold new global brand platform: Canada, naturally.
Presented to more than 1,500 industry professionals, international buyers and media at this year’s Rendez-vous Canada (RVC) in Winnipeg, the brand refresh is a heartfelt, confident step towards building Canada’s reputation as the go-to destination for authentic, unfiltered travel experiences.
Launched officially with a multi-channel campaign in the U.S. earlier this month, Canada, naturally. isn’t your typical tourism pitch.
Gone are the polished, fast-paced montages. In their place are quiet, real moments – shot on 35mm film to reflect the kind of warmth, spontaneity and beauty that visitors can actually expect.
Picture a local filling up at a petrol station in the Rockies who pauses to offer help to two tourists struggling with a selfie, or passers-by coming together unprompted to push a stranded car free from the ice.
These unscripted moments capture the everyday generosity and quiet decency of Canadians – qualities that leave a lasting impression on travellers seeking more than just scenery.
“Canada, naturally. is the perfect antidote to what people need right now,” said Gloria Loree, Destination Canada’s Senior Vice-President of Marketing Strategy and Chief Marketing Officer.
“This campaign underscores the importance of connecting to what’s real and reflects what makes Canada distinct. It’s an open invitation to travellers who are craving authenticity and meaningful connections.”
And it’s no surprise Australia is firmly on their radar. Speaking to Traveltalk, Loree said: “What a good values match we are for those travellers who come for a long time, very curious… if you’re really curious and you’d love to try new things and you’d love to maybe learn something and take more than a souvenir home, then come on over.”
It’s all part of Destination Canada’s ambitious 2030 Strategy: A World of Opportunity, which aims to drive $160 billion in incremental tourism revenue by the end of the decade.
To do that, the focus is clear: attract travellers who want more than the typical checklist experience.
According to the organisation’s research, 65% of their target guests are more likely to seek out destinations that feel unique and authentic.
Julie King, GSA for Destination Canada in Australia, told Traveltalk that a priority moving forward will be to build out visitation during the shoulder periods.
“The major focus has been on building out the shoulder periods of fall and winter and we’ll now also be looking at spring too,” she said.
“Destination Canada has been working hard to ensure that everyone is aligned with its 2030 strategy and putting together a roadmap to succeed – more on this in the coming months.”
From a Google Street View-powered campaign showcasing real-life visuals to a suite of understated digital advertising and warm, documentary-style video content, Canada, naturally. is more than just a tourism rebrand – it’s a statement of identity.
And for Australians drawn to wide-open spaces, welcoming locals and the magic of everyday moments made extraordinary, Canada’s new direction feels like a natural fit.
