Destination Canada launches new campaign to inspire American travellers

Published on : Thursday, May 26, 2016

canadaFrom vibrant urban centres to awe-inspiring natural wonders– discover the unexpected in Canada. Destination Canada, Canada’s national tourism marketing organization, is inspiring Americans to travel to Canada through the new Connecting America campaign,Destination Canada’s first national tourism initiative in the US since 2011. Over the next three years (2016-2018) Destination Canada will use its innovative, research-driven marketing methods to create new advertising and engaging social media content for the US market.


“This three-year campaign is a personal invitation to our neighbours to explore Canada and be inspired first hand by our great country and welcoming people,” said Canadian Prime Minister Justin Trudeau who in a recent interview with US Top Chef Kristen Kish, discusses Canada’s rich culinary scene among other topics. This interview helps support awareness efforts, and complements other campaign elements geared to tell Canada’s unique and vibrant story.

Through partnerships with the Government of Canada, tourism industry partners and businesses across the country, Connecting America will showcase exciting and unexpected Canadian destinations. Using digital advertising, videos, media publisher content and social media activity, travellers will see what can be FOUND IN CANADA including vibrant cities, adventures, natural wonders, culinary, and world-class festivals and events.

“Canada is among the most diverse and culturally rich countries in the world and offers tourists experiences like no other” notes the Honourable Bardish Chagger, Canadian Minister of Small Business and Tourism. “We have a huge opportunity to reach out to U.S. travellers and inspire them to visit Canada.I look forward to continuing our work to position Canada’s tourism sector to take advantage of growth opportunities.”


Last year marked the strongest year of tourism visitation from the United States since 2008. In 2015, the number of US overnight visitors rose by 8.3% compared to 2014 to reach nearly 12.5 million ̶  accounting for 70% of all international arrivals. Extensive research prior to launching the campaign uncovered that Americans are eager to learn more about Canada’s diverse offerings, and wish to connect with Canada’s authentic culture and people in a meaningful way.


“We want to inspire Americans to get past their historic perceptions and know the Canada we know  ̶   diverse, ambitious, cultured and cool,” said David F. Goldstein, President and CEO, Destination Canada. “We want to show them why the time to visit is now.”


This Connecting America campaign will continue to build on the success of the “Canada. Keep Exploring.” tourism brand.

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