TED DAVIS
The Canadian flag got plenty of energetic waving at the 2025 edition of Rendez-vous Canada in Winnipeg, as more overt demonstrations of Canadian nationalism and pride were on show at the international travel trade marketplace. And during the proceedings, which ran for four days in late May, delegates were introduced to new branding by Destination Canada.
Gloria Loree, Destination Canada’s chief marketing officer and senior VP of marketing strategy, unveiled a new positioning brand and impressive video assets during the show, which attracted a total delegate count of 1,258, including domestic sellers, international buyers and media.
The promotional spots were themed to showcase some key Canadian personality characteristics, such as being understated, humble and politely helpful. The messages are delivered in the context of Canadian tourism scenes, together with the defining tagline “Canada, naturally.”
New Destination Canada branding was recently unveiled in New York City
The campaign reflects how even the most ordinary moments in Canada can feel extraordinary to guests. “Those guests remind us of the things that make Canada great – and that we sometimes take for granted,” said Loree.
The “Canada, naturally” campaign leads “with quiet, observational vignettes of everyday Canadian moments reflecting Canada’s unfiltered beauty, quiet confidence and welcoming attitude,” said Destination Canada. “We know that travellers today are looking for something more. They’re craving authentic experiences,” said Loree.
Response to U.S. policies
It’s reasonable to assume that these promotional efforts were partially driven by the need to respond to unpopular policies and actions against Canada by the U.S. president. The adversarial relationship between former friends on the world’s longest unguarded border has alternately softened then hardened again, in step with changing policy whims. The reaction by many Canadians has been to turn their backs on vacations to the U.S.A.
“I’ve spoken with many of our Canadian tour operators, and the significant losses they’re experiencing based on Canadian travellers cancelling plans to visit the United States are now being reflected in what our U.S. destinations and suppliers are telling us,” said Catherine Prather, president of the National Tour Association (NTA).
“The damage to business is happening now and will continue in the future.” The NTA is based in the U.S, representing mostly American tour operators but also some Canadian companies.
And American travellers? Their vacation decisions were especially relevant to the Canadian tourism suppliers who assembled in Winnipeg to meet tourism product buyers from around the world, including America.
As reported, some from the U.S. have decided that they might not be welcome in Canada and are choosing to stay away. But many Canadian tourism supplier delegates said that visitors from the U.S. are still coming to Canada for their holidays, and in fact growing in numbers.
For example, Jordan Jamison, the owner of Bay of Fundy Adventures, reported an 18% jump in bookings from the United States during the first five months of the year. Also during the January to May period, the number of Canadian bookings for the company increased by 93%, confirming that many Canadians are redirecting their holiday plans to stay within the nation’s borders.
An alignment in national values is part of the reason why more Americans have chosen to take a summer holiday in Canada, said Jamison. “We remained friends, we have a great relationship with our U.S. neighbours,” he said.
He noted that other tourism operators in New Brunswick had also reported increased bookings from the U.S., and that the great value on the exchange of American dollars for Canuck bucks was another reason for the jump. But he mainly credited the strong relationship between the two nations for the growth in bookings, saying that holidayers from below the border are “100% welcome.”
Following are some new highlights in Canada’s tourism marketplace that were showcased during RVC 2025.
British Columbia
The Revelstoke Mountain Highline will open in the summer 2025 at Revelstoke Mountain Resort in the Selkirk Mt. range. Situated at the top of the Revelation Gondola, the new cliffside experience features a 75-metre suspension bridge, cliff walk trail and panoramic viewing platform with views of Mt. Begbie, the Columbia Valley and Revelstoke itself.
Construction of the new Wahous Wilderness Lodge, within Ahousaht territory in Quait Bay (formerly Tofino Wilderness Resort), is now in the works. The 126-acre luxury property has a 16-room floating lodge, a spa, nature trails, lakes and a longhouse. The lodge experience will focus on the cultural practices and traditional knowledge of the Ahousaht People. The opening date will be in 2026.
The new RED Mountain Bike Park is opening this month at RED Mountain Resort in Rossland. The lift-accessed bike park has been built by Gravity Logic, creators of Whistler Bike Park. Designed for all skill levels, the park marks a new era of summer adventure while celebrating Rossland’s mountain biking heritage.
Alberta
The new Everwild Nordic Spa will open in 2025, and will be Canmore’s first Nordic spa, created by the team at Basecamp Resorts. Attached to the MTN House luxury hotel, this outdoor oasis will offer a premium hydrotherapy experience, complete with spa amenities and an on-site restaurant.
The Whyte Museum in Banff has announced its 2025 summer exhibition: “The Ancestors Are Talking – Paintings by the Indigenous Seven.” It is running until Oct. 19, 2025. The landmark exhibition features rarely seen works by all the Group artists and includes a mentorship program supporting local Indigenous talent.
By mid-2025, extensive upgrades to the Banff Park Lodge will have been completed. The work will elevate the guest experience at the property, with the renovations to all 211 guestrooms, in addition to select dining areas and common areas.
Lake Louise Ski Resort is enhancing the guest experience with three new chairlifts. The Upper Juniper Chairlift (open Dec. 2024) improves upper mountain access and eases base congestion. The Richardson’s Ridge chairlift (2025/26) will open up expansive intermediate and advanced terrain, while the Sunny Side Chairlift (2025/26) will improve beginner access with a new lift in the Learning Area.
Yukon
The new Sky High Wilderness Ranch redevelopment will debut in September 2025. Now owned by the Kwanlin Dün First Nation, Sky High Wilderness Ranch is adding two new off-grid cabins and integrating Kwanlin Dün culture and storytelling into all tour experiences.
Launching in 2025 will be the Wild Adventure Yukon Winter Dome Experience, by Wild Adventure Yukon. The Experience will give guests cozy aurora-viewing encounters in private, heated domes featuring charcuterie boards, hot chili and hot chocolate for an elevated winter escape.
Saskatchewan
Opening this month will be the Water’s Edge Eco Lodge Tipi Village, owned and operated by the Waterhen Lake First Nation. It offers 10 sustainable glamping tipis at Greig Lake. Also, the
lodge’s existing rooms and cottages have been enhanced with immersive Indigenous experiences. The Tipi Village can accommodate up to 30 guests.
A new Geodesic Dome Planetarium is in the works for the Dakota Dunes Resort. Located on Whitecap Dakota Territory, this planetarium will offer year-round stargazing and astronomy programming, as well as eco-tourism and cultural learning. In addition, the resort’s new Thermal Spa is under construction. Planetarium opening date is TBD, while the thermal spa will open in 2026.
Wanuskewin Heritage Park hopes to become the province’s first UNESCO world heritage site by 2028. Wanuskewin is home to significant Indigenous finds like a medicine wheel and petroglyphs. Wanuskewin has Canada’s longest-running archaeological dig and is being considered for a UNESCO World Heritage designation. Also, a bison was recently reintroduced to the area, and that new herd is thriving.
Manitoba
Launching in the summer 2025 will be the Hayes River Expedition by Wild Loon Adventure Co. This is a 14‐day rail‐to‐canoe odyssey from Thompson to York Factory National Historic Site, returning by airboat. Designed for paddlers with prior experience, this route reopens a storied Hudson Bay fur‐trade corridor.
The new Hyatt Centric Downtown Winnipeg is expected to open in 2025/26. This will be the first major new-build hotel in the city centre in years will add a contemporary, lifestyle‐oriented option to guests, just steps from the Exchange District and the Canada Life Centre.
Northwest Territories
The “Saliqmiut: Tuktuuyaqtuuq Centre for Arts” will serve as Canada’s first visual and
performing arts facility in the Western Arctic. The large facility celebrates Inuvialuit heritage through museum spaces and performance areas, as well as a great hall designed in the shape of a traditional sod house that can accommodate up to 150 people. The project includes plans for a hotel and office space and it will open in 2026.
Blachford Lodge, which is accessible from Yellowknife, is undergoing a series of upgrades to modernize its facilities, including the addition of ensuite bathrooms to lodge rooms and improved amenities. The lodge is known as one of the top resorts in the world to see the northern lights. The lodge and cabin renovations are finished, with more renovations continuing into fall 2025.
Ontario
Niagara Parks will debut its new Flying Theatre in summer 2025 at the Table Rock Centre, at the brink of the Horseshoe Falls in Niagara Falls. The immersive attraction will offer an unparalleled cinematic journey over the Niagara River corridor, featuring stunning aerial views, swirling whirlpool rapids and significant historic landmarks.
Opened in January 2025 is the Wander the Spa, Ontario’s first lakefront Nordic spa, in scenic Prince Edward County at West Lake. An extension of Wander the Resort, the spa offers saunas, steam rooms, pools and cold plunges. Nearby are 10 two-bedroom glass-and-timber cottages set along the northern shore of the lake.
The new Le Méridien Pinnacle Toronto Hotel is scheduled to open in the fall of 2025 and will
occupy the first 12 floors of the new SkyTower, now under construction. Hotel amenities will include a fitness centre, business centre, swimming pool, on-site restaurants, meeting and event spaces, spa services and more. The Sky Tower will stand 105 stories on the lakefront at the bottom of Yonge St. in Toronto and will be the tallest building in Canada.
Quebec
Opening in Old Montréal this month will be the Hôtel SonoLux. It will feature 36
boutique rooms and become the city’s first hotel to offer an immersive sound and light experience, blending transformative acoustics with experimental video art throughout the property.
Montreal’s REM Light Rail Network is in the midst of an expansion project, slated for completion in October 2025. The Réseau express métropolitain (REM) is set to open two new branches in October 2025, improving connectivity for both locals and visitors exploring Greater Montréal.
Anse-à-l’Orme Station, located in Sainte-Anne-de-Bellevue, will connect travellers to nearby attractions like L’Anse-à-l’Orme Nature Park. The Grand-Moulin Station in Deux-Montagnes will enhance access to the Laurentians region.
“Titanic: The Human Story” has come to the Musée de la Civilisation in Québec City, showcasing nearly 200 artifacts inside recreations of the ship’s interior. The Titanic, which was acclaimed as “unsinkable,” struck an iceberg on its maiden voyage across the Atlantic Ocean and sank in icy waters on April 15, 1912, taking 1,500 people with it.
Nunavut
The Unikkaarvik Visitors Centre in Iqaluit has undergone renovations to update and restore its exhibits, and it is now open.
The Nahanni River Adventures’ Burnside River Rafting adventure is timed to coincide with the Bathurst Caribou migration. The 12-day journey is an excellent wildlife viewing opportunity, with the Bathurst caribou roaming the land alongside muskox, grizzlies, wolves, hawks, eagles and falcons.
The Nunatta Sunakkutaangit Museum in Iqaluit showcases Inuit artifacts, art and displays that focus on the region’s history and culture. The museum is located in an old Hudson’s Bay Company warehouse with a distinctive red roof.
Cruise ship season starts in mid-to-late July. Silversea Silver Endeavour, the first cruise ship of the 2025 season, is scheduled to arrive in Nunavut in July.
Nova Scotia
The Festival Acadian de Clare is the world’s oldest Acadian festival, and it will celebrate its 70th anniversary this year, featuring Acadian music concerts, theatre performances and more. New for 2025 is the Festival Expo-Culinaire, with culinary demonstrations on how to prepare Acadian seafood, plus vendors, artwork and workshops. The festival will run July 26 – August 6 and August 15 (National Acadian Day).
Opening now is the new North Star Hotel & Restaurant, a boutique property on Cape Breton Island. It offers ocean-view accommodations and a seafood-focused restaurant. Located near the Fortress of Louisbourg, it’s an ideal base for exploring the island’s rich history and coastal beauty.
The full-size replica of the tall ship Hector has undergone a total restoration and will be relaunched in July 2025 as a dockside attraction, offering sailing tours and charters. The replica Hector is moored at the Hector Heritage Quay in Pictou. The original Hector sailed from Scotland over 250 years ago with 189 settlers onboard, who endured 11 weeks at sea. Their stories are told in the Interpretive Centre, which has been modernized to include innovative interactive displays. The replica Hector was built in the early 2000s.
Prince Edward Island
The Confederation Centre of Arts in Charlottetown is undergoing major renovations that will facilitate a cultural leadership institute. This will establish the Centre as a place to gather to discuss the Canada of today and tomorrow. It will also offer year-round attractions and programs to residents and visitors. The completion date is expected to be the summer 2026.
The Province House National Historic Site in Charlottetown is reopening. New upgrades will contribute to a reduced carbon footprint, including a geothermal heating and cooling system and a dozen deep wells to access the ground water aquifer beneath the site. There will also be universally accessible washrooms, an elevator, Braille signage and audio/visual guides. The reopening date will be late 2025.
New Brunswick
Fredericton Capital Region Tourism is introducing the Wolastoq Paddling Network to improve the kayaking and canoeing experience for outdoor enthusiasts. The project is part of a larger initiative to establish Fredericton as one of Canada’s top paddling destinations. A new dedicated website will feature “Blue Trail” routes that connect paddlers with local tourism operators, accommodations and restaurants. The launch date will be fall 2025.
Baymount Outdoor Adventures leads guests on kayak paddling journeys at high tide to see the dramatic Hopewell Rocks and other coastline sights. Participants get the rare opportunity to paddle amongst the giant “flowerpot” rock formations, twisting and turning through small tunnels and narrow passageways. Shortly before or after the tour, during low tide, guests will “Walk the Ocean Floor” around and through those same formations and passageways that they paddled through.
Newfoundland/Labrador
The new back country Blow Me Down Trail now in development near Benoit’s Cove will connect to the International Appalachian Trail Newfoundland and Labrador (IATNL). The route features dramatic views and geological wonders.
The Starlite Trail in Codroy Valley is expanding to 17 km, offering multi-day hikes across scenic highlands near Campbells Lake, aimed at boosting eco-tourism in the region. This Highland Trail Expansion has an expected completion in 2025.
A new multi-use trail near Rocky Harbour will be ready for use in 2025. The 5.8 km trail is under construction for intermediate hikers, cyclists and snowshoers. The project enhances trail access in the Gros Morne area. Construction commenced in 2024.
The new Red Bay Exhibit by Parks Canada will be ready this month, after investments of $3.6 million in interactive exhibits at Red Bay National Historic Site in Labrador. Visitors will explore the site’s whaling legacy and Indigenous heritage in fresh, engaging ways.
