Destination Canada Partners with Spotify to Boost Tourism

Destination Canada and Spotify are launching a new campaign to get Europeans excited about all the delights and sites the Maple Leaf country has to offer. Starting today, listeners across the UK, France and Germany can learn more about Canada on Spotify as a way to get inspired to visit the country.

The digital experience invites users to choose how they want to discover Canada with two options. The “Turn It Up” option matches users to a bustling Canadian city, while the “Take A Breath” option pairs users with the beautiful landscapes and wilderness of Canada.

With Spotify’s unique API technology, the “Turn It Up” path will recommend a Canadian city to users based on their music tastes and share a personalized playlist with the music of that city. Additionally, Canadian music journalist from Billboard, Karen Bliss, will explore what the music scene looked like throughout history in each city and share those stories, calling out top sites for music fans.

“People come to Spotify to experience inspiration and discovery, and this creative campaign showcases the power of that mindset,” states Rak Patel, Head of Enterprise Sales, EMEA. “With a focus on personalization, education and engagement, this campaign demonstrates how audio can engage and transport listeners to another destination. ‘Discover Canada through Music and Sound’ is an inspiring call to action and a strong example of the innovative ways that brands can tap into digital audio.”

The “Take a Breath” option will also use Spotify’s API to match users with relaxing nature getaway sites in Canada such as The Rockies and the Rugged West Coast. Also in a Spotify-first, Canadian health and wellness influencers including, Stevin Tuchiwsky (Calgary), Jeanne Rodneau-Ducharme (Quebec), Hayley Gendron (Vancouver) and Zehra Allibhai (Toronto), have created a series of guided meditation walks to highlight the natural beauty of Canada. Using 3D audio, these wellness influencers have recorded their meditation walks in real-time to truly engage listeners and transport them to a Canadian paradise, no matter where they are.

“Destination Canada is excited and proud to have worked in partnership with Spotify on launching their first Destination-led campaign,” stated Gloria Loree, Senior Vice President, Marketing Strategy & Chief Marketing Officer. ”Leaning into connecting our target audience with a timely message about taking the time to breathe and experience Canada’s outdoors through guided audio meditative walks, and contrasting that with turning it up in our cities through Spotify playlists, we feel is a great way to showcase Canada uniquely and inspire the Spotify audience to dig deeper and book a 2023 trip to Canada. We look forward to delving into the data and taking our learnings to develop the campaign further.”

The microsite can be accessed here: Discover Canada through Music and Sound

About Spotify: Spotify transformed music listening forever when it launched in 2008. On the platform, Spotify’s 433 million users can discover, manage and share over 82 million tracks and 4 million podcast titles for free, or upgrade to Spotify Premium to access exclusive features for audio listening. Today, Spotify is the world’s most popular audio streaming subscription service with 188m paying subscribers, across 183 markets.

About Destination Canada: At Destination Canada, we believe that tourism enhances the wealth and wellbeing of Canadians and enriches the lives of visitors. Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad. Destination Canada is a Crown corporation wholly owned by the Government of Canada.