And it’s got the numbers to prove it. In an era where overtourism dominates headlines and AI-slick campaigns blur the line between promise and reality, Destination Canada is quietly pulling off something big: growth without burnout. Record returns, seasonally balanced strategies, and a global brand rooted in cultural integrity (not hype) have put Canada on the map for all the right reasons.
So what’s in it for the Australian travel trade? A front-row seat to a playbook that’s working. One that’s already attracting more Aussie travellers, unlocking new product opportunities, and offering a fresh lens for selling long-haul holidays with substance.
How Destination Canada is tracking impact
This isn’t a numbers game. It’s a full-scale rethink of what tourism success actually looks like.
“Coming out of 2019, we saw pressure points in high-growth markets where visitor experiences were out of sync with resident wellbeing,” Destination Canada President and CEO Marsha Walden told Karryon.
“It raised the question: are we enriching local lives, or just counting heads? We needed a new measuring stick.”
“That’s why we built the Tourism Wealth and Wellbeing Index. It’s our way of making sure tourism creates real value for Canadians, as well as enriching the lives of our guests.”
The Tourism Wealth and Wellbeing Index is a multi-dimensional tool that looks at how tourism benefits locals. The index draws from UN and OECD standards and tracks indicators like environmental sustainability, community satisfaction, cultural vibrancy, and sector resilience.
And it’s reshaping how governments fund, how partners collaborate, and how long-term tourism planning gets done. Destination Canada is setting a new standard and backing it with hard data.
For travel advisors, this means clearer signals on what types of travel experiences are being prioritised and promoted. Think small-scale, community-led, and shoulder-season itineraries that balance volume with value.
Indigenous tourism baked in
The Indigenous Tourism Association of Canada (ITAC) isn’t treated as an add-on. Its leadership helped shape the Index, and Indigenous outcomes are embedded across all six dimensions, from cultural heritage to economic opportunity, Walden told Karryon at RVC2025 in Winnipeg last week.
“Indigenous perspectives are deeply embedded in how we represent Canada, whether it’s food, storytelling or experience design,” she said.
The result is more integrated representation in global campaigns and more reasons for agents to consider Indigenous-led experiences as core product, not niche.
Authenticity as a selling point
The brand refresh ‘Canada, naturally.’ is hitting at a moment when authenticity sells. The tourism board’s research shows a growing appetite for experiences that feel unfiltered and real, particularly among Australians booking further out and seeking connection, not just sightseeing.
“In a world where everything is so much more AI-generated and artificial, Canada cuts through that noise,” said Joe Amati, Senior Executive Director of Global Market and Brand Intelligence.
Campaigns have already rolled out in the US, with global expansion underway across all nine international markets, including Australia.
As Amati put it, “Tourism really is this economic engine for Canada. It’s delivering for Canadians, and it’s growing.”
In 2024, that engine generated $130 billion in spending, including $31.2 billion from international markets alone.
“Canada is having a moment. Canadians are travelling within Canada more than ever. Americans are as interested in us as they’ve ever been. And our overseas markets are choosing Canada directly more than they ever have before.”
That wave of interest comes with opportunity. And responsibility. The challenge now is turning that demand into sustainable, long-term growth.
Spreading the love: Seasonality and dispersion
Canada’s response? Spread the load. That means pushing beyond the gateway cities and into under-visited regions. It also means shifting demand out of peak periods and into autumn, winter and shoulder seasons.
In practical terms, that looks like co-investing with airlines to trial new seasonal routes (like Heathrow to Ottawa), developing tourism corridors in partnership with provinces, and fine-tuning marketing to steer demand across time and place.
For Aussie agents, that means more to sell, and smarter ways to sell it. Beyond the Rockies and Niagara, there’s an emerging narrative around authentic winter holidays, regional Indigenous experiences, and lesser-known trails that cater to refined, curious travellers.
And it’s all backed by data. Forward bookings from priority markets are up between 4% and 18%. Canada hit $130 billion in visitor spend in 2024—well ahead of its projected $118-$119 billion, Destination Canada CEO Marsha Walden told Karryon.
“We’re very bullish on what tourism offers in our future.”
Why this matters now
With outbound Aussie travel rebounding, travellers are more selective. Destination Canada’s approach shows there’s strong demand for destinations that combine values with versatility.
Whether it’s new product ideas, segmentation strategies, or messaging that lands, there’s plenty for the Australian trade to learn and apply. Especially as travellers look for experiences that reflect who they are, not just where they go.
KARRYON UNPACKS: Canada’s tourism model is working. Not by chasing headlines or cramming in crowds, but by building a system that serves travellers and communities equally. For the Aussie travel trade, this is a competitive edge. Lean into values-led selling, keep an eye on seasonal shifts, and get ready to pitch Canada with more purpose.
