Canadian destinations and tourism products held the spotlight throughout Rendez‐vous Canada (RVC), held May 27‐30, 2025, in Winnipeg.
It was an action‐packed week for attendees, as close to 1,500 people gathered to meet and mingle during nearly 50,000 pre‐scheduled appointments, luncheons and evening events that highlighted some of the best that Canada has to offer international (and national) travellers.
Over 400 buyers from Destination Canada’s nine key markets of Australia, China, France, Germany, Japan, Mexico, South Korea, the United Kingdom and the United States—as well as buyers from 13 additional markets—came to connect with close to 900 Canadian tourism industry delegates representing 500 organizations. Also in attendance were 23 international journalists.
RELATED: Rendez-vous Canada 2025 Kicks Off in Winnipeg
The event began with city tours of Winnipeg for buyers and media, highlighting the city’s rich history, arts, and architecture, as well as Winnipeg’s unique natural experiences, which included getting up-close and personal with polar bears.
Attendees also found a flourishing craft brew and distillery scene in the Exchange District and beyond.
RVC room aerial view (Photo Credit: Destination Canada)
View from the floor: What’s trending
During the tours, sellers met with Sebastien Dubois, executive director, industry partnerships and Gloria Loree, chief marketing officer, Destination Canada, to gain insight into current traveller trends and market updates.
“We are living in a time of undeniable disruption. Travel behaviours are shifting, driven by economic uncertainty and a powerful wave of transformation driven by AI,” said Loree. “And yet, even in the middle of this disruption...Canada is rising.”
This sentiment was heard throughout RVC.
In an interview with TravelPulse, when asked if international travel to Canada was back to pre‐pandemic levels, Marsha Walden, president and CEO of Destination Canada, said, “From a revenue perspective, there's no question we’re back. We’re into real growth again. There’s so much reason for optimism.”
Destination Canada ITAC booth (Photo Credit: Destination Canada)
Walden also noted the following market trends that Destination Canada is seeing:
- International travel expenditures have returned to pre-pandemic levels, but visitor numbers remain lower. This is partly due to a shift towards more domestic travel, especially in Asian markets like China, but this is expected to exceed past numbers within the next few years.
- Travellers are seeking more meaningful, value-based experiences and are less price-sensitive. There is a trend towards longer stays and “slow travel” to immerse in a destination.
- The rapid adoption of generative AI and other emerging technologies is seen as both an opportunity and a challenge for the travel industry, requiring careful planning to adapt to these changes.
- Destination Canada has conducted research to better understand different traveller segments and is using this information to help tourism operators target their marketing efforts more effectively.
The Canadian Tourism Data Collective launched in 2024 as a national online platform that allows all tourism operators access to valuable data‐driven market insights to help them make informed marketing and business planning decisions. The Traveller Segmentation Program, part of the Data Collective, defines seven key traveller profiles.
Gloria Loree, SVP Marketing Strategy and chief marketing officer, Destination Canada (Photo Credit: Destination Canada)
RELATED: Destination Canada Unveils New Tourism Brand: ‘Canada, naturally.’
Other trends noticed include:
- Domestic and international air carriers continue to introduce new or expanded flight routes to Canada, enhancing travel access.
- Coolcations are hot as travellers look to take a break from the heat.
- Nordic thermal spas are popping up more and more as travellers “take the waters.”
- As travellers lean into a destination’s culture and heritage, more Indigenous products and services are being included as part of the overall experience.
- Dark sky stargazing is becoming increasingly popular as it becomes more challenging to find untouched areas free from light pollution.
RELATED: ‘Soft Travel:’ Canadians Embrace the 'Calm-cation'
Team Canada (Photo Credit: Destination Canada)
Key regional takeaways:
A sampling of what’s new Canadian tourism businesses have been busy expanding their offerings. Each region is expected to have significant product launches or events scheduled for 2025/26.
NATIONAL
Destination Canada unveiled its new branding campaign, Canada, naturally, highlighting the country’s authentic and welcoming nature.
Parks Canada has launched an Advanced Reservations Service on its website. Beginning September 2025, visitors can purchase Discovery Passes at net rates, with export‐ready experiences and on‐account payment options available in 2026.
BRITISH COLUMBIA
Vancouver: The city is abuzz with the news of the 2026 FIFA World Cup coming to Vancouver. Under the promotional banner, Beautiful Seats, tourism businesses are gearing up to welcome visitors from around the world with unique new experiences and packages. Visiting Vancouver and Toronto in June 2026.
ALBERTA
Jasper: The Ice Odyssey is a premium, small‐group tour offered by the Banff Jasper Collection by Pursuit, located at the Columbia Icefield in Jasper National Park. This two‐hour experience takes guests aboard a futuristic all‐terrain vehicle to an exclusive site on the Athabasca Glacier, providing an immersive exploration of the glacier's history, including its role as a NASA testing ground. Open now.
SASKATCHEWAN
Waterhen Lake: Indigenous‐owned Water’s Edge Eco Lodge will launch a new Tipi Village featuring 10 glamping tipis. Accommodating up to 30 guests, the tipis complement the property’s existing rooms and cottages, supporting an immersive cultural experience. Opening date: June 2025.
MANITOBA
Winnipeg: The first major new-build hotel in the city centre in years, the 140-room Hyatt Centric Downtown Winnipeg will add a contemporary, lifestyle-oriented option steps from the Exchange District and the Canada Life Centre. Expected opening 2025‐26.
ONTARIO
Niagara Falls: Niagara Parks is set to debut its new Flying Theatre, located at the brink of Horseshoe Falls. This immersive attraction will offer visitors an unparalleled cinematic journey over the Niagara River corridor, featuring stunning aerial views of the Falls, swirling whirlpool rapids and significant historic landmarks. Opening August 29, 2025.
QUEBEC
After launching the 2022 Vancouver Michelin Guide and the expanded 2024 Toronto Michelin Guide, the prestigious travel brand cast its gaze on the culinary finesse of Quebec restaurants. The inaugural 2025 Quebec Michelin Guide showcases nine establishments awarded Michelin stars, with Tanière in Quebec City distinguished as the province’s first restaurant to receive two Michelin stars. In total, 102 restaurants are in the guide. Available now.
NOVA SCOTIA
South Shore: A Bioluminescent Sea Kayak Night Tour gives visitors the unique experience of paddling through glowing waters on Nova Scotia’s South Shore with Cape LaHave Adventures. This guided night tour offers a mesmerizing display of bioluminescent microorganisms illuminating the sea with each stroke. Opening summer 2025.
NEW BRUNSWICK
Bay of Fundy: A proposed Bay of Fundy Dark Sky Corridor is anticipated to stretch 220 km from Hopewell Rocks to New River Beach, creating the world’s highest concentration of certified Dark Sky sites and elevating the region as a global astrotourism hub. Anticipated by end of 2026.
NEWFOUNDLAND AND LABRADOR
Every year, Newfoundland and Labrador hosts the world's largest population of humpbacks, each with a tail as unique as a fingerprint. Hello Humpback is a new program that turns visitors into citizen scientists. Tourists who go on a whale‐watching expedition—or see a whale from shore—are encouraged to take a picture of the whale’s tail and upload it to the site. After that, where the whale goes, visitors can (virtually) go there, too. Active now.
PRINCE EDWARD ISLAND
West Point: The West Point Lighthouse Inn & Museum celebrates its 150th year in 2025. This unique four‐star seaside property provides an opportunity to stay in a working lighthouse beside the Northumberland Strait. It features 13 contemporary rooms and 11 walkout decks. Open May 31 to October 12, 2025.
NUNAVUT
Iqaluit: The Qajakkut Society is revitalizing the traditional Baffin-style of kayak-building through territory-wide workshops that pass on this irreplaceable Inuit knowledge. Open now.
NORTHWEST TERRITORIES
Tuktoyaktuk: Saliqmiut: Tuktuuyaqtuuq Centre for Arts will serve as Canada’s first visual and performing arts facility in the Western Arctic. The 23,000-square-foot facility celebrates Inuvialuit heritage and features a great hall for 150 people, designed in the shape of a traditional sod house. The project includes plans for a hotel. Expected opening in 2026.
YUKON
Carcross: Wild Adventure Yukon is introducing cozy aurora‐viewing experiences in private heated domes with its Wild Adventure Yukon Winter Dome Experience. Guests should expect charcuterie boards, hot chilli and hot chocolate for an elevated winter escape. Launching 2025.
RELATED: From Tofino to St. John’s: A Cross-Country Canadian Bucket List
This is merely the tip of the Canadian iceberg in terms of what Canada has to offer visitors now and in the future.
Topics From This Article to Explore
