Destination Canada has officially launched a new global brand, “Canada, naturally.” — a marketing direction designed to position the country as a destination of authentic, unfiltered experiences. This strategic rebrand is central to Canada’s long-term goal of reaching $160 billion in annual tourism revenue by 2030.
Unveiled in the U.S. on May 12, the campaign showcases Canada’s understated yet powerful allure through quiet, observational storytelling. From wide-open landscapes to inclusive communities and small everyday moments, the campaign offers a genuine depiction of the country’s charm.
“We’re living in a world that’s increasingly filtered and fake… this campaign underscores the importance of connecting to what’s real,” said Gloria Loree, CMO at Destination Canada. Backed by the organization’s 2030 Strategy, the campaign targets travellers seeking authenticity—65% of whom prefer destinations that feel raw and sincere.
In a break from typical tourism marketing, “Canada, naturally.” avoids fast-paced edits and polished imagery. Instead, it embraces 35mm film vignettes, such as a remote Rockies gas stop or a backyard BBQ beneath the northern lights. The campaign’s collaboration with Google Street View marks a global first—using real street-level images to convey authenticity over polish.
Digital ads echo the campaign’s natural tone, showing how Canada’s ordinary moments can feel extraordinary to international visitors. As the campaign rolls out across multiple channels, it serves as a quiet but powerful counterpoint in the global travel market—an invitation to connect with what’s real.
Swifteradio.com
