Under sunny skies in Winnipeg, the energy was just as bright at Rendez-vous Canada (RVC), the nation’s premier tourism marketplace.
For the Australian travel trade, the message was loud and clear: Canada is open, evolving and ready for more Aussie travellers.
From radical openness to roaring demand for wilderness lodges and Indigenous storytelling, Canada is leaning into its natural strengths – and Australians are leading the charge.
Speaking to an international audience of sellers, Gloria Loree, Destination Canada’s Chief Marketing Officer, shared a bold vision for the nation’s tourism future. In a world being reshaped by AI, economic uncertainty and travel fatigue, Canada isn’t just adapting – it’s standing out.
“Among this disruption, Canada is rising,” Loree said. “There’s something about Canada that’s kind of hard to put into words. It’s awe-inspiring landscapes, warm-hearted people and refreshing perspectives.”
With a 2030 target to boost annual tourism revenues by $CA20 billion, Canada is shifting gears – no longer content with being just “well liked,” the country is doubling down on what makes it distinct.
That includes a growing focus on Indigenous tourism. From eight booths at their first Indigenous Pavilion in 2015, this year RVC featured 41 Indigenous sellers, showcasing authentic, community-driven experiences.
With more than 2,700 Indigenous tourism businesses contributing $CA1.6 billion to Canada’s GDP, this is a sector that’s both culturally vital and commercially compelling.
Australia’s affection for Canada is no secret – but now, it’s getting strategic. Julie King, Managing Director of Destination Canada in Australia (pictured above), highlighted a clear pivot: “Now is the time to deepen engagement with our market. Canada is emerging as a compelling alternative to traditional long-haul destinations.”
And the numbers back her up. Australia leads the world in winter visitation to Canada, accounting for a massive 27.2% of trips during the snow season. By 2026, more than 300,000 Aussies are expected to touch down in Canada, spending over $CA1.1 billion – 136% of 2019’s levels.
But this is just the beginning.
Destination Canada’s playbook includes growing shoulder season visitation, boosting wellness and luxury offerings, and embedding regenerative tourism principles into every level of strategy. Strategic partnerships – like with CommBank and Qantas – are already driving immersive campaigns and brand visibility.
The Aussie dollar still stretches further in Canada than in most long-haul alternatives and agents are being urged to capitalise on the value while it lasts.
So what are Australian buyers on the ground at RVC asking for?
They’re after early rates, boutique wilderness stays and experiences with a story. Think snow-dusted lodges in the Rockies, First Nations-led wildlife tours in the Yukon, or immersive wellness retreats in British Columbia.
And in a market where flexibility is king, agents are also calling for generous booking policies and clear messaging around sustainable practices.
There’s also a growing appetite for small-group and community-based experiences – the kind that go beyond the postcard and offer genuine connections with people and place. As one trend spotter at RVC put it, “The Aussie traveller in 2025 wants to be moved, not just impressed.”
While Australian visitation slowed slightly in 2024, momentum is building again – and with targeted investment and trade support, the path forward is bright.
Destination Canada has launched a strategic advisory group in Australia and will roll out its broader regenerative tourism efforts to the industry later this year.
From luxury to expedition cruising, cultural storytelling to snow-filled adventure, the map is wide open. And in a world hungry for the authentic, the wild and the welcoming, there’s never been a better time to sell Canada.
Canada, Naturally. It’s more than just a slogan – it’s an invitation.
