Destination Canada took centre stage last night at a maple red-themed evening of inspiration, celebration, and connection. It introduced its new global brand platform, ‘Canada, Naturally,’ to over 200 travel agents at InterContinental Sydney.
It was a full house at InterContinental Sydney as Destination Canada unveiled its new global brand platform, Canada, Naturally, placing the trade firmly at the heart of its future vision.
The evening began with a buzzing networking session, connecting travel advisors with 28 diverse Canadian suppliers, more than double last year’s presence.
Advisors then heard directly from Julie King, Destination Canada’s Managing Director for Australia & New Zealand, as she introduced the new brand and invited the trade to help lead its rollout in the market.
Four panels, moderated by Edwina Bartholomew from Channel 7 Sunrise, covered product showcases across Canada’s wide range of destinations and exhibitions.
Filmmaker and adventurer Dianne Whelan captivated the crowd with her stories of resilience and transformation from her remarkable 24,000-kilometre journey across Canada’s Trans Canada Trail, captured in her film 500 Days in the Wild.
The Trans Canada Trail is the longest multi-use trail system in the world. It reaches every province and territory and connects all three of Canada’s coastlines. Each section of the Trans Canada Trail is managed locally and supports different activities and community needs.
Adventure World sponsored Whelan’s trip to Australia, which also included hosting a special screening of 500 Days in the Wild at an exclusive, invite-only film night for Australian Museum members and speaking at a Focus Canada media event.
What does “Canada, Naturally” mean?
Introducing the new look, King underlined Canada’s positioning of “travel as a force for good,” noting that travellers are increasingly searching for genuine, real-world experiences.
“In a world increasingly shaped by AI, travellers are seeking experiences that are real, not fake, genuine and truly authentic. That’s exactly what Canada does best,” she told the room.
“In Canada, travel sustains cultures, protects nature, supports livelihoods, and creates opportunities, from Indigenous-owned experiences to family-run businesses, in small towns and big cities alike. For travellers, it’s equally enriching, offering the chance to reconnect with themselves, with others, and with the world. That is the foundation of Canada, Naturally,” said King.
What opportunities can advisors tap into?
Throughout the night, Destination Canada and the Canadian partners encouraged advisors to embrace several key priorities and opportunities including:
- Seasonal growth: Inspire winter and shoulder-season travel to reduce peak pressure and enhance value and traveller experiences.
- Longer journeys: Build itineraries across multiple regions to encourage extended stays.
- Regional dispersal: Showcase lesser-known provinces and territories for more immersive travel moments.
- Authentic experiences: Include Indigenous-owned and community-led tourism experiences. Head to the Indigenous Tourism Association of Canada (ITAC) for more information.
- Regenerative travel: Support Canada’s sustainability pledge and training opportunities.
- Radical Ambassador program: Access exclusive tools, insights and marketing support.
The newly launched Karryon podcast, Into the Hearts of Canada, also supports the storytelling approach and includes episodes with John Gunter from Frontiers North Adventures, Leslie Bruce from Banff and Lake Louise Tourism and Zita Cobb from Fogo Island Inn in Newfoundland, with more episodes to follow.
What makes this Focus Canada different?
This year’s Focus Canada Australia 2025 (3–5 September) is the biggest yet, with 28 Canadian partners participating, more than double last year’s participation. The event will engage 335 travel trade professionals and 50 media across four events.
The panel discussions were all framed around Canada’s three core pillars: Open Spaces, Open Hearts, and Open Minds. Together, these highlight the diversity of Canada’s offerings, from wild landscapes to vibrant communities and cultures.
Focus Canada also coincides with the Virtuoso gatherings in Sydney, where several Canadian partners will remain to further engage with the market.
“Partnership has always been at the heart of Canada’s success in Australia,” Julie King said. “Together with our valued trade and media partners, we are bringing Canada to life for Australians, not just as a destination, but as a transformative experience.”
The message was clear for advisors: Canada invites the trade to lead in shaping how Australians discover and experience the country. In doing so, advisors can strengthen their role as trusted storytellers and curators of meaningful journeys.
