Destination Canada brings Canadian culture to London through FT Weekend Festival

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As the emphasis shifts from promotion to storytelling, Destination Canada will tell the story of the country at Kenwood House. This is important because good travel stories can help the audience see why some places deserve to be travelled to, and how experiences differ in a country of large geographical size.

A Therouxian-inspired trip could lead visitors through Canada’s disparate regions on curated itineraries that highlight landscape, heritage, local communities and cultural experiences. It could help people feel more attached to places rather than simply seeing the sights.

The biggest change, perhaps, for the traveller will be a greater awareness of destinations outside of Canada’s most popular gateways.
Its wide appeal may draw travellers looking for longer stays and a range of meaningful experiences.

Canada uses storytelling to inspire international travellers

Destination Canada’s participation in the festival reflects the growing importance of cultural storytelling in destination marketing. Rather than focusing solely on individual attractions, the event provides a setting in which audiences can consider Canada’s landscapes, communities and heritage through the perspective of an experienced writer.

Paul Theroux’s forthcoming book provides a particularly relevant platform for that conversation. His journey across Canada, from Newfoundland to Vancouver, presents a wide geographical perspective and explores the relationship between people and the places they call home. His own Canadian heritage also adds a personal dimension to the narrative.

For prospective visitors, this approach can make Canada feel more tangible by connecting destinations with human experiences. Travellers increasingly seek meaningful encounters with local culture, regional identity and everyday life, alongside established attractions and scenic highlights.

FT Weekend Festival creates a London platform for Canada

The FT Weekend Festival at Kenwood House provides Destination Canada with access to an audience interested in travel, culture, ideas and international experiences. London remains an important market for Canadian tourism, making the event particularly relevant for raising awareness among potential British visitors.

The Travel Stage will be central to Canada’s presence, with Theroux discussing his upcoming publication and the journey behind it. His account provides a route through several parts of the country while highlighting the contrasts between regions and communities.

The festival setting also allows Canada to be presented as a destination with cultural depth. Its appeal extends from Atlantic communities and historic settlements to western landscapes and major urban centres, creating opportunities for different types of travellers.

Tourism growth strengthens Canada’s destination profile

Canada’s tourism performance provides an economic backdrop to the festival partnership. Recent figures indicate that visitor spending reached C$140.5 billion in 2025, while tourism GDP recorded growth of 2.5%. The sector’s contribution also extends into employment and business activity across the country.

These figures demonstrate why international destination marketing remains significant for Canada. Tourism supports a wide network of businesses and jobs, meaning stronger visitor demand can have an impact across accommodation, transport, attractions, food and beverage, retail and cultural experiences.

The sector is also identified as one of Canada’s two largest service exports, reinforcing its wider economic importance.

Canadian heritage takes centre stage through True North

The cultural dimension of the festival is closely connected to Theroux’s True North: On the Road in Canada. The book explores his journey across the country while considering Canadian landscapes, communities and his own heritage.

For the travel industry, literature can provide an effective way of encouraging destination curiosity. Readers can encounter places through narrative before deciding where they may want to travel, while stories about local communities can offer context that traditional promotional material may not provide.

The journey from Newfoundland to Vancouver also highlights Canada’s geographical scale. The route encompasses dramatically different environments and communities, illustrating the variety available to travellers exploring the country.

London audiences can discover a broader Canada

Destination Canada’s festival presence comes at a time when travellers are increasingly interested in experiences that combine scenery, culture and authenticity. Canada’s appeal can be communicated through its natural environment, but its cities, communities, history and cultural traditions are equally important elements of the visitor experience.

The London event provides an opportunity to bring those themes together. By placing Canadian destinations within a literary and cultural discussion, Destination Canada can encourage audiences to view travel as a deeper exploration of place rather than simply a checklist of attractions.

This strategy also supports Experience by connecting destination discovery with a travel writer’s firsthand journey, Expertise through an established literary voice, Authoritativeness through Destination Canada’s role in promoting the national visitor economy, and Trustworthiness through the use of reported tourism performance data.

What the festival means for Canada travel

For travellers, the biggest change may be that they learn more about destinations beyond Canada’s most popular gateways. Following in the footsteps of Theroux could encourage visitors to think about a number of areas and develop itineraries based on landscape, heritage, communities and cultural discovery.

The festival is also helping to enhance Canada’s reputation as a place that offers the best of outdoor adventure and sophisticated cultural experiences. This broader appeal can help you attract holiday makers looking for longer and more varied holidays.

The focus will be on storytelling, with Destination Canada presenting the country at Kenwood House. That difference is important because quality travel writing can help audiences understand why some places are worth visiting, and how experiences can vary across a geographically large country.

Frequently Asked Questions

When will the FT Weekend Festival take place?

The festival is scheduled for 5 September 2026 at Kenwood House in London.

What is Destination Canada showcasing at the festival?

Destination Canada is showcasing Canadian culture, landscapes, communities and travel experiences through the festival’s cultural and travel programming.

Who will represent the Canadian travel story on the Travel Stage?

Acclaimed author and travel writer Paul Theroux will discuss his forthcoming book True North: On the Road in Canada.

What is True North: On the Road in Canada about?

The book follows Theroux’s journey from Newfoundland to Vancouver while exploring Canadian landscapes, communities and his personal Canadian heritage.

Why is the festival important for Canadian tourism?

It provides an international platform for presenting Canada’s cultural and travel appeal to an audience in London.

How much did visitors spend in Canada during 2025?

Visitor spending reached C$140.5 billion in 2025.

How much did Canada’s tourism GDP grow?

Tourism GDP increased by 2.5% according to the latest figures cited for 2025.

How many direct jobs does Canada’s tourism sector support?

The sector supports nearly 688,000 direct jobs.

How many businesses are supported by Canada’s tourism industry?

The tourism sector supports more than 280,000 businesses.

What makes Canada’s travel offering attractive to international visitors?

Canada combines diverse landscapes with cities, communities, heritage and cultural experiences, giving international visitors opportunities to create varied and immersive journeys.