The epic famil with purpose that gave us aurora chases over Yellowknife and matching tattoos in Kelowna is back for a third year. Destination Canada, in partnership with Air Canada and Globus, is seeking eight Australian travel advisors to serve as its 2026/27 Radical Ambassadors, embarking on a nine-day journey from Toronto to Montreal in October 2026. Are you in?
Now the program enters its third year and, for the first time, it’s heading east.
The 2026/27 cohort will swap mountain peaks and northern lights for historic cities, world-famous landmarks and a deeper look at the communities and cultures shaping modern Canada.
For advisors, it’s a chance to experience a completely different side of the destination and return with stories, insights and connections that go far beyond the guidebook.
The trip: nine days from Toronto to Montreal
Eight winning advisors will join the nine-day Globus Historic Cities of Eastern Canada tour from 9 to 17 October 2026.
Think standing in the spray of Niagara Falls, discovering Niagara’s famous ice wine, exploring Ottawa’s Rideau Canal, the cobbled streets of Quebec City beneath the Fairmont Le Chateau Frontenac, and sampling Montreal’s European-meets-Canadian energy to finish.
And that’s just the published itinerary. Destination Canada is also curating a series of exclusive Radical Ambassador experiences designed to connect agents more deeply with local communities, culture and the people shaping Canada’s tourism future.
Each of the eight winners receives:
- Return international flights with Air Canada, including departure taxes
- All accommodation and transportation
- Some meals and experiences throughout
- Social media masterclass training from Karryon before departure
It’s a side of Canada the first two Radical Ambassador cohorts didn’t experience, giving Australian advisors a rare opportunity to explore Eastern Canada firsthand and return ready to sell it with confidence. Talk about an opportunity.
So much more than a famil
The famil is the headline, but the Radical Ambassador journey extends well beyond the trip itself. While the formal program runs for 12 months, the goal is to create lifelong advocates for Canada within the Australian travel industry.
Winners create content from the trip that’s shared across Destination Canada and Karryon channels, multiplying their reach well beyond their own following.
Post-famil, ambassadors join peer-to-peer advocacy through events, podcasts and training sessions, with a pathway to becoming a long-term Canada advocate.
It all builds on the Canada, Naturally brand platform and its values of connection, nature, culture and responsible travel: a Canada that’s real, where tourism gives back to the local communities it touches.
Ask the alumni what it’s worth. The first two cohorts came home as trusted Canadian voices, sharing field notes and insights with the industry, and selling the destination with the conviction that only comes from being there.
Who will make the cut?
Destination Canada is after eight advisors who already use their own platforms to shape client decisions. That could be Instagram reels, LinkedIn posts, a blog, a vlog, or a newsletter that lands in clients’ inboxes every week.
The channel matters less than the proof: can you show that your storytelling turns personal travel experiences into client bookings?
Here’s how to submit your entry
Entries are via a short written or video pitch covering three things:
- Why you. Make the case for why you should be one of the eight.
- Your influence. How you currently shape your clients’ travel decisions and inspire travel through your content and storytelling.
- Your Canada take. Your perspective on Canada, including how you’d share and sell experiences that connect travellers with local communities, culture and the values of responsible tourism.
You’ll also need to share links to your social platforms, examples of blog posts, newsletters, or video content, and evidence of how your storytelling inspires bookings.
Want an edge? Having completed the Canada Specialist Program, or showing familiarity with its newly updated content, will be viewed favourably.
You can also sign the Destination Canada Australia Partnership Pledge, an optional but encouraged signal that you share the program’s values. Around 340 individuals and companies have already signed. The pledge supports Destination Canada’s 2030 Strategy: A World of Opportunity, which aims to re-establish Canada among the world’s top seven global destinations while ensuring tourism benefits communities, culture and the environment.
Two cohorts in, the alumni have aurora photos, lifelong friendships, and matching tattoos. What the third crew brings home from the east is entirely up to you!
A life-changing experience
Some famil trips end with a wrap-up email. The last one ended with six advisors queued outside a Kelowna tattoo studio, getting inked to commemorate a country that, in their words, left a mark on them.
That was the 2025/26 cohort of Radical Ambassadors, who travelled through British Columbia’s Okanagan Valley and the Northwest Territories last October, standing under the aurora in Yellowknife and coming home selling Canada in a completely different way.
The year before, the inaugural Radical Ambassadors rode the Rocky Mountaineer through the Rockies, kayaked Lake Louise and caught the Northern Lights over Banff, an experience Travel Associates’ Samantha Lang called simply “a life-changing experience”.
Are you one of Destination Canada’s next Radical Ambassadors?
Apply now via the official application form to become one of Destination Canada’s 2026/27 Radical Ambassadors.
For full program details, read the Terms & Conditions.
This article is brought to you by Destination Canada.
