These were just some of the main topics and highlights as Destination Canada held their ‘Focus Canada’ event for agents and media in Sydney last night.
More than 150 agents gathered at the Intercontinental Hotel for the event, hosted by Channel 7’s Edwina Bartholomew, to hear from visiting tour operators and destinations across Canada.
A series of panel discussions were held with Canadian guests spruiking their products and regions, showcasing the myriad opportunities for Aussie visitors to the country.
The event also saw the official launch of the new ‘Canada, Naturally’ brand, which Julie King, Managing Director of Destination Canada in Australia, said was born from a simple question.
“We asked, why Canada and what truly sets us apart in the eyes of our travellers?,” she said.
“The answer lies in the belief that at the heart of everything we do, travel is a force for good.
“In Canada, travel sustains cultures, protects nature, supports livelihoods and creates opportunities – from indigenous-owned experiences to family run businesses, from small towns to cities.
“And for travellers, it’s enriching, giving them the chance to reconnect with themselves and with others and for the world. That’s the foundation of Canada, Naturally.”
Ms King said today’s travellers are looking for genuine connections and authentic experiences and encounters.
“That’s exactly what Canada does best. Open spaces that inspire awe and wonder, open hearts that foster belonging, open minds that invite fresh perspectives. What Canadians see as everyday life, visitors see as extraordinary.”
Thanking Destination Canada’s partners and trade media for their support, Ms King said they were seeing huge growth from the Australian market, but more work needed to be done to “shape the next chapter”.
“We need to grow the off season periods, the shoulder periods. We need to encourage clients to discover Canada in the winter and shoulder seasons. We need to inspire longer journeys by promoting multi region itineraries and extended stays.
“We need to boost regional dispersal by introducing clients to lessen known provinces and territories and feature authentic indigenous experiences and community led experiences.”
One of the highlights of the evening was a talk from documentary filmmaker Dianne Whelan (above), who spent an incredible six-years travelling across the Trans Canada Trail, which is chronicled in her documentary 500 Days in the Wild.
Talking about her epic 24,000-km solo trek, Ms Whelan discussed how meaningful journeys can be personally transformative experiences, exposing us to diverse cultures, wildlife and natural wonders.
“Travel is important because it takes us out of the modern world and shows us another way of feeling and knowing ourselves,” she said.
Ms Whelan also revealed that she knew 10 days into her mammoth expedition that she wasn’t going to complete the journey in the time that she’d allocated.
“So I burned my schedule and actually, that was a pivotal, important moment for me on the journey.
“That’s when I learned the most important lesson, which is that it’s not about the fastest way, it’s about the most meaningful way. And honestly, that’s what gave my journey all of its meaning and what really shaped the whole travel experience for me.”
500 Days In The Wild will be available in Australia in February.
Main picture (L to R): Liz Glover, Head of Marketing, Adventure World; Dianne Whelan; Edwina Bartholomew; Julie King; Elsa McLean, Head of Sales, Adventure World
https://travel.destinationcanada.com/en-au
