Friday, May 23, 2025

How Canada is trying to allure UK and US tourists is more than just a campaign—it’s a mission. And right now, it’s picking up serious momentum. The question isn’t if it will work. The question is how far Canada will go. With competition for global travelers at an all-time high, Canada is trying to allure UK and US tourists through powerful storytelling, bold strategy, and immersive media experiences. But there’s more happening behind the scenes. Much more. And it’s changing everything.

From sweeping media relations revamps to next-gen collaborations like Google Street View, Canada is trying to allure UK and US tourists in ways that are smart, emotional, and deeply intentional. This isn’t just marketing. It’s Canada reintroducing itself to the world—on its own terms.

But why now? And why the UK and US? Because these markets matter. Because travel from the US is declining. Because the UK is a gateway to millions of curious explorers. And because Canada is ready to captivate again.

Everything you need to know about this transformation is unfolding right now. New agency partnerships, tourism pivots, and digital innovations are fueling a comeback—and you’re about to see it from the inside.

So, how exactly is Canada doing it? Why does it feel so urgent? And what’s at stake if they don’t succeed? This isn’t just about flights and hotel stays. It’s about national identity, economic revival, and global visibility.

Canada is trying to allure UK and US tourists, and this time, the whole world is watching.

Canada is raising its global voice—and it’s looking for the right partner to amplify it.

Destination Canada, the country’s national tourism marketing agency, has launched a competitive search for a new PR and media relations partner in the U.S. and U.K. This isn’t just another contract. It’s a strategic push to reshape how the world sees Canada as a destination—and it comes at a moment of mounting urgency.

With cross-border travel to the U.S. facing steep declines and global competition for tourists intensifying, Canada is stepping up its game. The agency is offering a three-year contract—with an optional extension up to four years—to an experienced communications partner capable of elevating earned media, shaping global brand strategy, and driving business events visibility.

The deadline for proposal submissions is June 12, with a contract start slated for October 29. Finalists will participate in virtual interviews by July, followed by in-person presentations in August. Selection announcements are expected by Q4.

The target is clear. Destination Canada is prioritizing the U.S. and U.K.—two of its most vital international markets—for deep media engagement and brand building.

To qualify, agencies must have an active presence in and a proven track record in national and regional . This isn’t a short-term PR blitz. It’s a long-game play for influence, consistency, and impact.

Agencies must bring at least and a , ensuring only seasoned contenders step into the ring.

Canada is repositioning itself as a top-tier tourism destination at a time when old assumptions no longer apply. Last month’s data from U.S. Customs and Border Protection revealed a near , amounting to .

While Canada remains the largest international source of tourists to the U.S. with over , recent travel trends suggest sentiment is shifting.

This dip comes amid ongoing geopolitical ripples—including trade tensions and stricter border enforcement policies during the Trump administration—which have impacted Canadian travel behaviors.

Meanwhile, Canada itself is seeing renewed interest, especially from American and British travelers seeking nature, wellness, and post-pandemic cultural connection. The timing for a fresh PR approach couldn’t be better—or more essential.

The next PR partner will have a powerful story to tell.

Canada is more than just stunning landscapes. It’s a mosaic of culture, Indigenous heritage, culinary innovation, and cosmopolitan cities. The right agency will craft narratives that elevate all of these layers—not just the usual scenic postcard.

Destination Canada wants to turn its global brand strategy into action. That includes outreach to business events media, travel trade publications, and mainstream lifestyle outlets. It’s about shaping perception, not just chasing headlines.

Moreover, earned media is expected to carry the bulk of this visibility. With trust in paid ads wavering, credible editorial coverage is the new currency of influence.

While the agency transition is underway, Destination Canada isn’t standing still.

The organization recently partnered with Google Street View in a bold move to boost digital tourism engagement. This collaboration will allow virtual travelers to explore Canadian destinations before they ever book a flight—blending technology with storytelling to draw interest from new global audiences.

It’s a preview of the kind of out-of-the-box thinking Destination Canada expects from its next PR agency of record.

For tourism stakeholders, this agency change could shift how Canadian travel products are marketed across two of the world’s most powerful tourism-spending nations.

A strong U.K. and U.S. PR push could revitalize partnerships with airlines, hotel groups, and tour operators who depend on high volumes of North American and European traffic.

It also gives local communities a chance to shine. With the right media angles, smaller towns, cultural festivals, Indigenous tourism operators, and eco-retreats could find their stories shared on global platforms—bringing economic benefits far beyond the major cities.

Source: prweek