Destination Canada has introduced a new global brand strategy – including a unique new partnership with TED – designed to “put Canada on the map” again for international travellers, reversing the pandemic trend that saw eight of 10 tourism dollars spent last year by Canadians.

And with domestic travellers set to exodus this Spring for international travel, says the national tourism organization, Canada needs to fill the gap and bring back international travellers, especially from the US – this country’s largest inbound market “and biggest opportunity for revenue recovery.”

Destination Canada says the disruption caused by the COVID-19 pandemic has forced it to make bold choices and new ways of marketing the destination, pushing it to embrace unique ways of engaging a global audience.

The result is a first-of-its kind partnership with TED that harnesses “masterful storytelling” by remarkable (but not celebrity) Canadians who encourage new conversations about the destination, and push people to rethink what they already know about Canada.

Among the TED talkers are food laureate Lori McCarthy, “morality mapper” Azim Shariff, coastal explorer Kevin Smith, polar bear protector Alysa McCall, Inuit singers Silla, and architect Michael Green.

The TED Talks were filmed in New York and will be published on TED.com starting in the Spring and Destination Canada will share them with key leisure markets, as well its business events markets.

The new brand strategy will be unveiled through a series of traditional and unconventional marketing initiatives aimed at increasing Canada’s competitiveness as a destination and driving international high value guests to visit Canada.

“Our valued guests want more than a travel experience – they want a space for growth, enrichment and true transformation,” says Destination Canada Sr. VP Gloria Loree. “In a world that makes us feel trapped, Canada’s unique blend of openness helps us break free. It’s Canada’s open spaces, open hearts, and open minds, that offer the space that travellers crave and will help us as a nation brand stand out in the fiercely competitive travel marketplace.”

The first part of the campaign will run through April 30 and Destination Canada says new initiatives will be also launched throughout 2023.