‘Canada, naturally’ is the country’s new tourism brand and tagline. Unveiled at the recent Rendez-vous Canada, the country’s largest international tourism tradeshow, the brand is meant to reflect “what comes naturally to Canada – awe-inspiring landscapes and warm-hearted people – and how even the ordinary moments here can feel extraordinary to guests,” according to Destination Canada.
Coming at a time when the country’s tourism industry is suffering from its North American/neighbouring association with the U.S. – itself tarnished by a combative foreign policy by the current administration that is discouraging visitors – the crown corporation in charge of marketing Canada internationally as a tourism destination says its new brand is a “bold step” toward strengthening the country’s global position and generating $160 billion in annual tourism revenue by 2030.
“To achieve this goal and build long-lasting demand, Canada needs to be a destination that resonates deeply with target guests and differentiates itself in a competitive global marketplace,” it adds.
Destination Canada’s research and data shows that Canada’s target guests are attracted to authentic, unfiltered experiences, notably that 65% these visitors are more likely than other travellers to seek out destinations that feel unique and authentic.
As such, instead of filtered and AI-generated content so frequently found in marketing campaigns today, ‘Canada, naturally.’ leads with quiet, observational vignettes of everyday Canadian moments – from roadside fill-ups in the Rockies to backyard BBQs featuring the northern lights – reflecting Canada’s unfiltered beauty, quiet confidence and welcoming attitude.
“’Canada, naturally.’ is the perfect antidote to what people need right now,” said Gloria Loree, Sr. VP Marketing Strategy & CMO. “We’re living in a world that’s increasingly filtered and fake, combined with disruption and associated unpredictably. 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.”
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