The allure of a frozen frontier

Home of winter

That kind of winter experience is exactly what Canada's tourism authorities are trying to showcase to global travelers.

"Canada is the home of winter, offering unparalleled experiences," said Gloria Loree, senior vice-president of marketing strategy and chief marketing officer at Destination Canada, the country's national tourism organization.

"While perceptions of cold remain across markets, these same wintry conditions are part of Canada's competitive strength during winter," Loree said.

"For motivated audiences, these winter conditions create unique, bucket-list experiences they cannot find elsewhere," she said.

She pointed to northern lights viewing, snow adventures and indigenous cultural experiences as key differentiators.

Officials also see tourism as a channel for broader people-to-people exchanges, particularly with China.

"Tourism is a critical driver of Canada's economy, and also a powerful vehicle for cultural exchange, shared experiences and meaningful interactions that build authentic human connections," said Li Wei, regional managing director of Asia Pacific at Destination Canada.

China remains a priority market, she said, with policy and industry cooperation supporting this.

"The reinstatement of Canada under China's Approved Destination Status framework in November 2025 marked a significant milestone in tourism recovery and renewed people-to-people engagement between Canada and China," Li said.

Destination Canada is working with provinces and industry partners to support winter travel readiness through what Loree described as a coordinated national approach.

"Ontario is the ideal gateway for first-time international travelers to Canada because it offers the 'Great Canadian Winter' with a high degree of accessibility and world-class comfort," said Lydia Devereaux, director of international marketing at Destination Ontario.

"We bridge the gap between rugged natural beauty and urban luxury, ensuring guests can experience our iconic landscapes safely and comfortably," she said.