Building an iconic destination brand

Canada Naturally: Forging Authentic Connections and Driving Economic Growth at Web Summit Vancouver 2026

Destination Canada faced a challenge: high favorability (87%) but low consideration (5%). The objective was to elevate Canada from merely “well-liked” to “well-loved” by fostering a deeper emotional connection, inspiring actual visits beyond simple awareness to motivate people emotionally.

Extensive research across nine countries revealed a pervasive feeling among target audiences of “suffocation from superficiality”—a life characterized by filters, fakes, and performative actions. This critical insight led to the core belief that “realness is the most important currency” in today’s world.

Based on this, Canada’s brand promise became connecting visitors to “what’s real.” This encompassed genuine moments, authentic human interactions, and the country’s unparalleled natural beauty. This powerful concept was distilled into the resonant tagline, “Canada naturally.”

The campaign deliberately showcased Canadians in their authentic, helpful demeanor, cultivating a strong sense of welcome. It notably employed “crappy photography” from Google Street View, a deliberate contrast to conventional, overly polished tourism advertisements, to emphasize raw authenticity and distinguish the brand.

The initiative proved highly effective, contributing significantly to the country’s economic and social well-being. It supported small communities by retaining fair-wage jobs and empowered cultures to preserve languages and stories. Destination Canada aims to achieve 10% of the federal government’s 2030 growth target.

Ms. Pearce reported a remarkable 14-point increase in brand consideration, a year ahead of schedule. Even a fractional change in visitation translates into hundreds of millions of dollars in tourism revenue, underscoring the campaign’s substantial financial impact.

Ms. Loree discussed leveraging technology to “prove out” the brand’s values. Partnerships with platforms like Google Street View allowed them to feature “real, raw, unfiltered photographers,” directly aligning with the brand’s commitment to genuine experiences and authenticity.

Ms. Pearce highlighted the critical role of trust in technology, equating “realness” with reliability. She cited collaborations with trusted tech brands such as OpenTable and Uber Rides, positioning the brand as a helpful solution rather than an interruption.

Addressing the challenge of maintaining authenticity with AI, Ms. Loree explained the “Canada naturally” platform offers a universal truth. This allows diverse provincial brands, like Bonjour Quebec and Supernatural British Columbia, to authentically express their unique identities under the national umbrella.

Ms. Loree advised monitoring emerging partnerships in travel tech, citing TikTok Go’s expansion into hotel and flight sales. She concluded that while AI aids discovery, traveler choice is driven by emotional connection. Ms. Pearce stressed that authentic work reflects strong human relationships within teams.