Canada, naturally: Turning a familiar neighbour into a must-visit destination
Canada, naturally reframed everyday Canadian life through a visitor’s eyes, proving that the moments Canadians barely notice are precisely what makes the country worth travelling for, whilst a partnership with OpenTable allowed American travellers to book a dinner in real Canadian homes, the ultimate expression of Canada’s welcoming nature.
Entered by Destination Canada
Canada was well-liked, but too easy to postpone.
Among US travellers, Canada held 87% favourability, but that affection wasn’t translating strongly enough into active consideration or travel. Familiarity had become a liability: Canada was the friendly neighbour travellers assumed they already knew - easy to leave on the “someday” list.
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