Destination Canada has officially launched its new global brand platform, Canada, naturally, to the Australian market during a high-profile media event at Hinchcliff House in Sydney.

The launch formed part of the three-day Focus Canada Australia 2025 program, aimed at deepening tourism connections between the two countries.

Destination Canada Managing Director for Australia Julie King introduced the brand to media and industry stakeholders, outlining its relevance in today’s travel landscape.

“In a world increasing shaped by AI where so much feels artificial, filtered, or even fake, travellers are craving what’s real. They want to immerse themselves in everyday life, connect with locals, and feel something genuine, and most importantly they want to reconnect with themselves” she said.

“This is what Canada does so well. Openness comes naturally there and what feels ordinary to Canadians often feels extraordinary to their guests. Beyond the landscapes, there’s another truth: kindness comes naturally in Canada. It isn’t performed or for show – simply who Canadians are.”

The media showcase featured a keynote by renowned filmmaker and adventurer Dianne Whelan, who spent six years crossing the Trans Canada Trail – one of the world’s longest networks of trails.

The Sydney event capped off a week of successful events under Focus Canada 2025, which featured a record 28 Canadian partners – more than double the 2023 participation – and 335 travel trade professionals as well as 50 media representatives.

“Partnership has always been at the heart of Canada’s success in Australia,” 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.”