Purpose-led travel to Canada has moved from a niche concept to a central business topic, according to Australian tourism leaders. The discussion, part of Destination Canada Australia’s first Together for Impact Virtual Summit, brought together industry experts to explore how purpose is reshaping travel to the country.
The panel, titled ‘Selling More Than the Destination: How Purpose Is Changing Canada Travel,’ featured Adventure World managing director Neil Rodgers, Sno’n’Ski Holidays managing director Dan Walker, Intrepid Travel ANZ managing director Brett Mitchell, and Helloworld Travel group general manager marketing Melissa Warren. The session was moderated by Karryon founder and CEO Matt Leedham and attracted 500 registrations.
Rodgers, whose company has operated in Canada for over 50 years, emphasized that creating a regenerative travel product depends on local relationships. “It’s not just a contract; it’s a face; it is a person,” he stated. “And that’s where we make it market-ready. It’s about respecting local communities and making sure that the investment returns directly to them.” He noted this evolution is driven by client demand for a deeper connection to the land and for experiences with First Nations communities, citing a keynote by Chief Frank as an example of this shift.
Walker addressed the perception of Canada’s peak ski season, which he described as “just magical, but it’s busy, and it can be expensive.” He suggested a strategic alternative: skiing in March and April. “There are fewer crowds. There’s amazing snow,” he explained. So you can slow down, stay longer, and go further.” He advised clients who are priced out of peak season to “change the season or change the destination.”
Intrepid’s Mitchell directly addressed the tension between popular destinations and sustainable practices. “I think that when tourism, in particular, gets too concentrated, it can easily become an extractive industry,” he said. He pointed out that 80% of travellers visit only 10% of destinations, calling this imbalance “simply not sustainable.” His solution involves pairing iconic sights with time in less-visited areas to support local businesses, a strategy he sees as one of the fastest-growing travel categories, driven especially by younger customers.
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Warren, speaking from a retail perspective, said the most successful Canada bookings begin with a conversation about interests. “The best Canada bookings often start with a conversation about interests, not necessarily where they want to travel,” she explained. For example, a client interested in Vancouver and Banff might leave with a standard package, but a consultative approach could include culinary tours, bear viewing, and Indigenous immersion, increasing the booking’s value and the client’s satisfaction.
Indigenous Experiences as an Integral Part of the Journey
The panel’s discussion was preceded by a keynote from Kukpi7 (Chief) Frank Antoine, co-founder of Moccasin Trails. He urged travel advisors to experience Indigenous tourism themselves before selling it. Intrepid’s Brett Mitchell, recently back from Manitoba with the Strategic Advisory Group, echoed this sentiment. He stated that Indigenous experiences “really need to be an integral part of the journey, not an add-on.”
Mitchell explained that a successful Indigenous experience is more than a performance. “It’s not just a show; it needs to be connected to place,” he said. When integrated correctly, these experiences become a powerful part of a trip. He added that “often we find it’s the most unexpected highlight of a trip.” Adventure World’s Rodgers agreed, arguing that these experiences should be part of the initial client conversation. “So let’s make the unexpected expected,” he stated.
Unexpected Canadian Experiences to Sell
To close the session, moderator Matt Leedham asked each panellist for the most unexpected Canadian experience advisors should be selling. Helloworld’s Warren highlighted the Yamnuska Wolf Dog Sanctuary, northwest of Calgary. She noted it is home to more than 55 wolf dogs. Intrepid’s Mitchell pointed to Canada’s wild and remote regions, focusing on wildlife, the Northern Lights, and Indigenous-led tours.
Walker recommended promoting spring skiing. “Most Australians don’t know that Whistler and Banff have great skiing right up until the end of May,” he said. Rodgers’ final recommendation was the people of Canada. He described their warmth and genuine connection. “It is the people, the warmth, genuine connection; in a world where tourism isn’t always welcome, Canada welcomes you,” he concluded.