Air Canadaairlines. eventsCanadaCanada DayDestination Canadatourism organisations Within the confines of Est. (formerly The Establishment Hotel) on Sydney’s very new-look George Street, (tram lines instead of bus stops), a large contingent of both trade representatives and travel media joined together yesterday to celebrate Canada Day. The lunch was accompanied by the launch of Destination Canada’s rebranded theme and new logo and a mission to inspire Australian travel agents to sell the concept of ‘Canada for Glowing Hearts’ – an immersive journey across the Pacific to Canada – to entice more Aussie tourists to Canada for the 2019-2020 period. In 2018, 349,000 Australians visited Canada. Destination Canada, formerly the Canadian Tourism Commission, was created in 1995 to promote tourism in Canada. It is a crown corporation, wholly owned by the Government of Canada, which reports to the Ministry of Small Business and Tourism, and the Minister of Innovation, Science and Economic Development.Maureen Riley, Vice President International, Destination CanadaTravel Monitor had the privilege of spending time with Vancouver-based Maureen Riley, Vice President International of Destination Canada. Reflecting back on a career in trade marketing, Maureen observed that tour operators today face a much greater challenge with the advent of the digital age, which has created a more competitive marketplace where each must vie to connect with consumers across a myriad of platforms.Maureen believes that “…travel should change you …” and said most Australian visitors to Canada tend to visit the cities rather than explore lesser known areas and experiences. “Of the 13 provinces of Canada, 11 provinces are still undiscovered by tourists,” she said.“The untouched wilderness, national parks, the northern lights, lakes and cottages, Yukon territories, North Western Territories remain rare destinations,” she said, “and Indigenous tourism remains an untapped market as well.“CAD$60 million has been allocated by the Government of Canada to kick off regional tourism, including investment in tourism infrastructure, which is a multi-pronged development initiative. The sector that has seen the most growth so far has been Indigenous tourism, which continues to grow, especially in the northern central regions of Canada and the southern areas of the country.”Further bolstering the ‘Canada for Glowing Hearts’ messaging to Australians, the critically acclaimed Canadian musical, “Come from Away” will run from 3 July, 2019 to 22 September 22, 2019 at the Comedy Theatre Melbourne, and tells the remarkable true story of thousands of passengers stranded, post 9/11 when US Air Space was shut down, in the small town of Gander in Newfoundland, Canada, and the warm welcome that greeted them. The characters in the musical are largely based on real Gander residents, as well as some of the 7,000 stranded travellers they housed and fed.