Canada has long captivated the hearts of travellers with its wild landscapes, multicultural cities, and quietly confident charm. Now, Destination Canada is redefining how the world sees the country with the launch of its new global brand and tagline: Canada, naturally.
This fresh identity was unveiled before more than 1,500 industry professionals, media, and international buyers at Rendez-vous Canada, the nation’s largest international tourism tradeshow. It marks a bold step forward for Canada’s tourism future—one that blends its natural beauty with a powerful message of authenticity, warmth, and real-world wonder.
More Than a Slogan – A Strategic Vision for 2030
The Canada, naturally. campaign is more than just a rebrand; it is a strategic move aligned with Destination Canada’s 2030 vision titled A World of Opportunity. This forward-looking strategy aims to elevate the country’s global profile and drive tourism revenues to a remarkable $160 billion annually by 2030.
To reach this ambitious target, Destination Canada is focusing on building long-term emotional connections with travellers—especially those who value genuine, unfiltered experiences. In an increasingly competitive tourism landscape, standing out requires more than just scenic vistas; it demands real stories and meaningful engagement.
Authenticity at the Heart of the Experience
Research conducted by Destination Canada shows a compelling trend: travellers are increasingly drawn to destinations that feel authentic, distinctive, and unmanufactured. In fact, 65 per cent of Canada’s target audience actively seek out places that offer real, unfiltered experiences—more than other global travel segments.
This insight lies at the heart of Canada, naturally., which champions everyday moments that reveal the country’s soul. From spontaneous encounters with wildlife to filling up at a mountain gas station with jaw-dropping views, Canada invites visitors to find the extraordinary in the ordinary.
Unfiltered Storytelling That Speaks Volumes
Rather than polished, scripted commercials or AI-enhanced imagery, this campaign turns to quiet, observational storytelling. Short videos capture moments like northern lights dancing over backyard BBQs, or warm conversations shared under starlit skies. It’s these unscripted vignettes that offer a window into the real Canada.
“Canada, naturally. is the perfect antidote to what people need right now,” says Gloria Loree, Senior Vice-President of Marketing Strategy & CMO at Destination Canada. “In a world increasingly dominated by filters and fakes, this campaign embraces the authentic and reminds us of what truly matters—connection, nature, and genuine hospitality.”
An Invitation to Explore the Real Canada
This campaign is more than marketing; it’s an open invitation to travellers to experience Canada’s natural wonders, inclusive culture, and welcoming communities. Whether you’re navigating a canoe across a glassy lake, wandering through a vibrant urban market, or sipping coffee in a forest cabin, Canada, naturally. invites you to rediscover the joy of what’s real.
For more information and to experience the videos that bring this new brand to life, visit:
www.destinationcanada.com
www.youtube.com/user/ExploreCanada
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