A Sydney media showcase capped off a week of activity, staged with a record 28 Canadian partners.
During the program partners connected with 335 travel trade professionals and 50 media representatives through a series of high-profile events.
Highlights included a tour operator reservations consultant training morning and a travel agent evening event at the InterContinental Sydney; B2B workshops and an industry cocktail reception on Thursday evening; and the media showcase.
Panels and discussions throughout the program highlighted the brand pillars of ‘Open Spaces, Open Hearts and Open Minds’.
The incentive also called on the Australian trade and media to support the shared priorities of growing off-season travel, encouraging longer journeys, boosting regional dispersal and showcasing authentic Indigenous and community-led tourism.
The launch also spotlighted Destination Canada’s new podcast, Into the Hearts of Canada, with four episodes now live and six more on the way, featuring inspirational and influential voices from across Canada’s tourism industry.
“Partnership has always been at the heart of Canada’s success in Australia,” said Julie King, Destination Canada’s Managing Director for Australia.
“Together with our valued trade and media partners, we are bringing Canada to life for Australians, not just as a destination, but as a transformative experience.”
During the three-day program, DC also unveiled its new global brand platform, Canada, naturally. and guests heard keynote presentations from filmmaker and adventurer Dianne Whelan.
Introducing Canada, naturally. Ms King highlighted the brand’s relevance in today’s world where travellers are increasingly seeking authenticity over artificial experiences.
(Above): Traveltalk Managing Editor Jon Underwood with host Edwina Bartholomew
“In a world increasing shaped by AI where so much feels artificial, filtered, or even fake, travellers are craving what’s real,” she said.
“They want to immerse themselves in everyday life, connect with locals and feel something genuine, and most importantly they want to reconnect with themselves.
“This is what Canada does so well. Openness comes naturally there and what feels ordinary to Canadians often feels extraordinary to their guests.
“Beyond the landscapes, there’s another truth: kindness comes naturally in Canada. It isn’t performed or for show – it’s simply who Canadians are.”
