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Canada Launches Inspiring New Tourism Brand ‘Canada, naturally.’ to Celebrate Authentic Travel Experiences and Genuine Connections: You Need to Know
Friday, May 30, 2025
At Rendez-vous Canada, the country’s largest international tourism trade gathering, Destination Canada unveiled its brand-new identity, Canada, naturally., to an audience of over 1,500 industry leaders, media representatives, and global travel buyers. This campaign aims to capture the true essence of Canada—the vast, breathtaking landscapes, the genuine warmth of its people, and the extraordinary quality found within everyday moments that leave lasting impressions on visitors. The brand launched alongside a multi-platform marketing campaign in the U.S. on May 12, marking a fresh, long-term approach to promoting Canadian tourism.
A Forward-Thinking Strategy Anchored in Growth
This brand refresh is a critical part of Destination Canada’s 2030 Strategy, titled A World of Opportunity, which envisions Canada becoming a top global tourism destination while generating $160 billion in annual tourism revenue by 2030. To realize this ambitious target, Canada must deeply resonate with potential travelers and clearly distinguish itself amid fierce international competition.
A core insight driving this strategy is the growing demand for authenticity. Destination Canada’s research shows that modern travelers—especially those interested in Canada—prefer destinations that offer sincere, unfiltered experiences. According to recent data, 65% of these travelers are more inclined to choose places that feel unique and genuine, rather than overly curated or commercialized.
Embracing Canada’s Openness and Authenticity
The Canada, naturally. campaign focuses on showcasing the country’s openness—welcoming communities that offer a genuine sense of belonging, open-minded perspectives that invite new experiences, and vast open spaces that inspire awe and wonder. Together, these qualities create an inviting and unforgettable travel experience.
Unlike many contemporary travel campaigns that rely on flashy edits and digitally enhanced visuals, this brand takes a quieter, more intimate approach. It highlights simple Canadian moments: filling up at a roadside gas station in the Rocky Mountains or enjoying a family barbecue beneath the shimmering northern lights. This style celebrates Canada’s raw, unpolished beauty and sincere hospitality, fostering a deep emotional connection that polished ads often miss.
Campaign Components That Highlight True Canadian Life
The campaign employs a variety of creative elements that work together to tell an authentic story:
Video StorytellingMoving away from fast-paced montage styles, the campaign’s videos unfold at a deliberate, reflective pace. Filmed on 35mm film, the visuals provide a warm, natural texture reminiscent of documentary filmmaking. This style encourages viewers to absorb the beauty and humanity in each moment, reinforcing the campaign’s core message of authenticity.
Digital MediaComplementary digital ads maintain the campaign’s understated, evocative tone. They showcase everyday scenes that may seem ordinary to locals but feel magical to visitors experiencing Canada for the first time. This approach invites potential travelers to envision themselves in these genuine moments, forming an early emotional bond.
Pioneering Google Street View IntegrationIn a first for national tourism campaigns, authentic Google Street View imagery replaces traditional high-gloss marketing photos. This innovative choice reinforces the brand’s commitment to truthfulness and offers a fresh way to connect with travelers by presenting Canada as it genuinely is—open, accessible, and real.
The Growing Importance of Authentic Travel Experiences
Today’s travelers increasingly value meaningful connections and honest experiences. The proliferation of social media and digital content has heightened awareness and demand for authenticity. The Canada, naturally. campaign leverages this shift by positioning openness and sincerity as Canada’s greatest strengths.
The campaign invites visitors to engage with genuine people, authentic environments, and memorable moments. It suggests that even the simplest encounters can become treasured memories in Canada.
Building a Long-Lasting Brand True to Canada’s Spirit
Destination Canada recognizes that sustainable tourism growth requires a brand that reflects the country’s true character beyond short-lived promotions. The Canada, naturally. identity is crafted to evolve while remaining grounded in the values of openness and authenticity.
This approach differentiates Canada from destinations offering generic or mass-produced experiences. It celebrates the country’s rich diversity in culture, geography, and experiences, encouraging travelers to explore beyond popular sites and discover hidden gems.
Uniting the Industry for Greater Impact
Introducing the brand at Rendez-vous Canada engages a wide spectrum of tourism stakeholders across the nation and globally. The event serves as a platform to share the campaign’s vision with travel agents, tour operators, media, and buyers essential to promoting Canada internationally.
By aligning the industry behind the Canada, naturally. message, Destination Canada aims to ensure visitors receive a consistent and authentic experience from booking through to their travels. This collective effort is vital to achieving the $160 billion revenue goal and fostering ongoing growth.
Inviting Travelers to Experience Canada’s Genuine Charm
Ultimately, Canada, naturally. extends an invitation to slow down, observe, and experience the subtle wonders of Canada in a heartfelt way. Whether venturing into pristine wilderness, vibrant multicultural cities, or charming small towns, visitors are encouraged to see the country through the eyes of those who call it home.
In a world often filled with noise and manufactured impressions, Canada offers a refreshing and authentic experience. This campaign honors the country as it naturally is while inviting the world to discover a place where everyday moments turn into extraordinary memories.
The Canada, naturally. campaign is now live on digital platforms and will continue to expand globally in key markets, showcasing a heartfelt, authentic view of Canada that warmly welcomes visitors and leaves lasting impressions.
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