Destination Canada is stepping up its UK market engagement by sponsoring the FT Weekend Festival, set for 5 September at Kenwood House in London. The event gives the national tourism board a platform to reach affluent, culture-minded travellers and the travel trade that serves them.
Headlining the Travel Stage will be acclaimed author and travel writer Paul Theroux, who will discuss his forthcoming book, True North: On the Road in Canada. The work chronicles his journey from Newfoundland to Vancouver, weaving together the country's vast landscapes, local communities, and his own Canadian ancestry — a narrative that aligns neatly with Destination Canada's push to showcase the country's cultural depth.
Tourism's economic heft
The sponsorship lands at a pivotal time for Canada's visitor economy. According to data from Statistics Canada, compiled in partnership with Destination Canada, visitor spending reached CAD 140.5 billion in 2025, with tourism GDP expanding 2.5% — outpacing the national economy. The sector now supports nearly 688,000 direct jobs and more than 280,000 businesses, ranking among Canada's top two service exports.
Gloria Loree, Senior Vice-President of Marketing Strategy and Chief Marketing Officer at Destination Canada, framed the festival as a strategic opportunity. "FT Weekend Festival provides a fantastic platform to share a different perspective on Canada," she said. "Through voices like Paul Theroux's, we have an opportunity to showcase the people, places and experiences that shape our country."
The UK remains a key source market for Canadian tourism, with direct air links from London Heathrow to Toronto, Vancouver, and Calgary operated by Air Canada and British Airways. The festival's audience of business and cultural leaders fits well with Canada's premium positioning, particularly for rail journeys, wilderness lodges, and culinary tourism.
Destination Canada's marketing strategy has increasingly leaned on storytelling and cultural ambassadors to differentiate the country from other long-haul destinations. Theroux's book, with its literary and personal angle, offers a counterpoint to standard promotional imagery of mountains and lakes.
For travel agents and tour operators, the festival presence signals a continued push to convert cultural interest into bookings. Canada's appeal spans city breaks in Toronto and Montreal, coastal drives in Nova Scotia, and cross-country rail itineraries on VIA Rail. The country's vastness also supports multi-stop packages that can be lucrative for the trade.
The FT Weekend Festival is one of several cultural partnerships Destination Canada has pursued in Europe. Similar initiatives have included collaborations with literary festivals and culinary events, all aimed at building sustained demand beyond peak summer months.
As Canada's tourism numbers climb, the challenge will be managing growth sustainably while spreading visitors beyond gateway cities. The country's tourism strategy has emphasised regional dispersal, and Theroux's journey from east to west mirrors that ambition.
For UK-based travel professionals, the event offers a chance to hear directly from a celebrated writer and to gain insights into Canada's evolving tourism narrative. Destination Canada will be on hand to provide trade resources and destination updates.
The festival also comes as other destinations ramp up cultural marketing. Malaysia's Merdeka Month, for instance, has showcased heritage and modern draws for the travel trade, while Samoa has rebranded its Teuila festival as the Measina Festival for 2026. These moves underscore a broader industry trend of using cultural events to drive travel demand.
Destination Canada's investment in the FT Weekend Festival is a calculated bet on the power of literature and journalism to shape travel decisions. With visitor spending at record levels, the country is well-positioned to capitalise on the UK's appetite for meaningful travel experiences.
