How Canadian Destination Marketing Organizations Are Winning This Summer
As headlines swirl about Canadians boycotting U.S. travel over political tensions, tariffs, and cultural friction, there’s a quieter, more powerful story unfolding closer to home: Canadian DMOs are having a moment.
With a marked decline in outbound U.S. travel and a rising desire to “vacation Canadian,” domestic tourism boards, cities, and operators are capitalizing on a rare shift in consumer sentiment and it’s paying off.
The Backdrop: A Travel Realignment
Surveys from Leger and Key Data show that more than one-third of Canadians have cancelled or changed U.S. travel plans in 2025. And travel to the U.S. by land dropped nearly 38% year-over-year in early summer. The reason? A cocktail of political discontent, rising costs, and border headaches.
Instead, Canadians are turning their eyes inward: to Nova Scotia's coasts, B.C.'s wine valleys, Alberta's national parks, and Yukon’s wide open skies. This isn't just about logistics, it’s about identity, trust, and belonging.
The DMO Advantage: What’s Working Now
1. Pride-Based Messaging Is Resonating
Slogans like “Stay in Canada,” “Explore Home,” and “Your Travel Dollar Stays Here” are hitting home, literally and figuratively.
Destination B.C. launched a campaign spotlighting regional storytelling from local artists and Indigenous leaders, creating a sense of emotional closeness that’s hard to beat. Tourism Nova Scotia’s digital campaign layered scenic footage with traveler testimonials tied to values like sustainability, safety, and shared culture.
“We’re not just selling views or trails, we’re selling the comfort of belonging,” said one Ontario DMO executive.
2. Search, SEO, and Retargeting for the Win
With Canadian search queries for “vacation in Canada,” “staycation ideas,” and “best Canadian road trips” all trending upward, DMOs are leveraging real-time performance marketing:
PEI Tourism ran geo-targeted ferry discount ads on Instagram to capture spillover traffic from bridge toll reductions.
Travel Alberta created bundled road trip itineraries with sponsored hotels and cafés, optimized for mobile and Google Discover.
Manitoba Travel pushed last-minute summer offers through retargeting ads built on domestic travel abandonment signals.
Eastern Townships tapped into emotional brand marketing with a “Come Hug It Out” campaign, using influencer video storytelling to spark organic search and social engagement.
Discover Surrey shifted from awareness to action with SEO-driven landing pages and bold “bookable experiences” designed to drive direct conversions.
3. Social Media: From Stock to Real Stories
DMOs are ditching glossy drone footage in favour of reels, TikToks, and traveller voices:
Real couples hiking in Haida Gwaii.
Gen Z siblings on a thrift-tour of Montreal.
A senior couple on a slow-travel canoe trip in Algonquin.
#MyCanadaTrip and #ExploreCanada are trending for the first time since 2021.
What Can Other Marketers Learn?
Even if you’re not in tourism, this DMO surge reveals broader lessons:
National pride can be a brand differentiator, especially in divisive times.
Localized campaigns perform best when they build on shared values, not just convenience.
Cross-sector partnerships (DMO + lodging + events) make it easier for consumers to say yes.
Cultural fluency and emotional storytelling trump generic “come visit us” messaging.
Final Word: There’s No Place Like Home
Canadian DMOs didn’t ask for political fallout to fuel tourism. But they were ready. They had the branding, the infrastructure, the community connections and the flexibility to meet the moment.
As other countries scramble to retain visitors, Canada is quietly winning the summer by giving travelers something more than just a vacation: a reason to feel proud of where they are.
