In Episode 4 of the Into the Hearts of Canada podcast, Karryon founder Matt Leedham welcomes Gloria Loree, Senior Vice-President, Marketing Strategy & CMO at Destination Canada, to discuss the country’s bold 2030 vision, why Australians are the “perfect guests,” and how regenerative tourism can create wealth and well-being for both visitors and communities.
Into the Hearts of Canada is an engaging 10-part series that explores the people, places, and powerful ideas shaping the future of travel through a Canadian lens.
From Indigenous knowledge-keepers and local changemakers to iconic landscapes and regenerative tourism pioneers, each episode offers an intimate conversation with the people reimagining what travel can be.
Whether you’re a curious wanderer or a travel professional seeking fresh insights, this podcast invites you to see Canada with new eyes and an open heart.
Episode 4: How storytelling is shaping Canada’s tourism future: Gloria Loree, Destination Canada
A proud Canadian, Gloria Loree is the Senior Vice President, Marketing Strategy, and CMO at Destination Canada, where she leads the organisation’s mission to position Canada as a global leader in regenerative tourism. With decades of marketing experience and a passion for place-based development, Gloria believes travel is most powerful when it strengthens both people and planet.
From embracing regenerative tourism to harnessing data innovation, Gloria is helping to shape a vision where travel enriches communities, preserves culture, and creates wealth and well-being for Canadians, while delivering transformative experiences for visitors.
“Travel can touch your heart forever — and when you return home, there’s a little mark on it.” – Gloria Loree
In this episode of Into the Hearts of Canada, we hear why Australians and Canadians are natural travel partners, the power of stories and community, and how tourism can thrive through collaboration.
Episode 4 Top Takeaways
Why do Aussies and Canadians click? “Australians are our perfect guests,” Gloria explains. “You’re not afraid of winter, you love summer, and you embrace vast landscapes. You’re also curious travellers looking for growth — and Canada has stories galore.”
Big open landscapes, big open hearts: Canada’s warmth and openness are as iconic as its scenery. “We’re known as a country with room for one more at the table,” Gloria says. “That openness is reflected in how we welcome guests.”
Into the Hearts of Canada: The very name of this podcast series was inspired by Gloria. Drawing on Anthony Bourdain, she says: “Travel can break your heart, but it leaves a mark forever. That’s what happens when people connect with our stories — whether it’s a quiltmaker on Fogo Island or a storyteller in Quebec.”
Destination Canada’s 2030 vision: The goal is bold: elevate Canada into the world’s top seven travel destinations. To get there, Gloria and her team are balancing economic impact with citizen well-being. “Tourism must benefit Canadians as much as visitors. That’s why our strategy is regenerative at its core.”
The power of data: With 205 sources and 25 billion rows of information, Destination Canada’s Data Collective is transforming how tourism is planned. “We’re making data accessible, even using AI to let people ‘talk’ to our traveller segments. It helps trade, communities, and operators make smarter decisions.”
Stories of impact: From Indigenous communities in British Columbia to young mountain bikers in Carcross, Yukon, Gloria shares examples of how tourism sustains culture and creates opportunity. “These aren’t just trips, they’re livelihoods, pride, and the future of communities.”
Wellness and travel trends: For Gloria, wellness goes far beyond spas. “It’s about the science of nature, sleep, and mental health. Canadians often ask, ‘Where you at?’ And that’s how we tailor experiences — meeting travellers where they’re at, mentally and emotionally.”
A message for Australia: Gloria closes with gratitude: “You really do send the best guests. There’s a true values connection between Australia and Canada. We invest in you, and you invest back. That’s why our partnership will keep growing.”
Show Notes
- Subscribe to Into The Hearts of Canada Podcast here
- Find your local Canada Specialist Travel Advisor here
- Travel Advisors: Join the Canada Specialist Program here
Catch up on past episodes
Into the Hearts of Canada is presented in partnership with Destination Canada.
