Six Insights from Canada’s Premier Travel Media Conference

This year’s Travel Media Association of Canada (TMAC) 2025 conference in June was rife with takeaways. Destination marketers who couldn’t be there, fear not. DCI was on hand and has a recap of the insight you need to connect better with Canadian travel media.

While pitching right and connecting with content creators will continue to be effective strategies, TMAC 2025 reminded us that working with media is all about relationships. For newbie destination marketers who need to hear it, and long-time marketers who need a refresher, these six takeaways are vital to collaborate successfully with Canadian media.

1. The “M” in TMAC is Stronger Than Ever

From professional development discussions to hallway chats, one clear trend emerged: Canadian travel media are increasingly diversifying their revenue streams through content creation, branded partnerships, newsletters, and affiliate marketing. Traditional outlets aren’t the only place to pitch anymore. There’s a growing opportunity in creator-led storytelling.

Pro tip: Destinations need to look past Canadian broadsheets and magazines to uncover the increasingly diverse array of storytelling potential. From creative partnerships to digital influencers, there are more and more ways to get your brand messaging to audiences.

2. AI Conversations Are Maturing

AI wasn’t just a buzzword on everyone’s lips at TMAC 2025—it was a real discussion. Sessions like “How to use artificial intelligence intelligently: top usage cases to help you work smarter” helped demystify the tech for travel communicators. There’s more interest in how AI can streamline pitching, research, and SEO strategy, but with clear ethical boundaries. There was ample discussion on its use as a tool for media and industry professionals in its many forms, particularly ChatGPT.

Pro tip: Destinations need to begin understanding how AI will affect their pitching process and content creation opportunities moving forward, or at least be willing to engage in those conversations. It’s time to start learning how AI can help their efforts without turning off media professionals in the process.

3. Authentic Relationships Still Dominate

Despite the rise of automation and AI, TMAC 2025 reinforced that personal relationships remain the backbone of successful media partnerships. Journalists and influencers alike emphasized their preference for tailored, thoughtful outreach from PR professionals who understand their niche. The old way of spray-and-pray pitching won’t cut it anymore.

Pro tip: Treat Canadian professionals like people first. DMOs need to do their research, get to know them, and cultivate a relationship that extends beyond simply what coverage they can provide for a destination. Consider checking in when you have nothing major to pitch just to see what journalists are working on or what they need, to build that personal connection that’s often lacking.

4. Small Cities Are Having a Big Moment

A common thread across story angles and content preferences is the curiosity about under-the-radar destinations. For example, Canadian creators are seeking new narratives outside of Canada’s major cities—particularly those that align with themes of Indigenous tourism, sustainable travel, or unique food culture.

Pro tip: Smaller cities around the world have a chance here to shine, to position themselves as second cities or alternative destinations by providing the right story topics to Canadian creators. Focus on storytelling that hits these themes, like food culture, to position yourself as effectively as possible.

5. Media Are Cautious, but Curious, About U.S. Travel

Several conversations touched on the tricky nature of covering U.S. destinations in today’s political climate. While some Canadian outlets are steering clear of “mainstream” coverage, there’s still strong interest in stories with Canadian angles, border-town collabs, and off-the-beaten-path experiences. No matter how strained relationships are, the U.S. is still the most accessible destination for Canadian travelers.

Pro tip: Keep your foot on the pedal when it comes to marketing in Canada. U.S. destinations need to keep front and center and provide the right sort of messaging—think cultural connections or offbeat experiences—that are likely to entice Canadian storytellers in the media.

6. TMAC 2025 Is a Connector, Not Just a Conference

A general takeaway from TMAC 2025 is that it’s more than a professional event, it’s a community. The structured networking appointments, paired with informal moments over dinners and keynotes, helped nurture genuine connections between destinations and storytellers. The media is part of this—and wants destinations to be a part of it, too.

Pro-tip: TMAC 2025 is a goldmine for building long-term media relationships. Destination marketing professionals need to remember how important these events are for creating the connections that will make a difference in achieving their goals. Invest in going and training younger professionals to participate, because nothing will soon replace the face-to-face interactions fostered here.

Looking to engage the Canadian travel media more effectively? Get in touch with Tania Kedikian at tania.kedikian@aboudci.com to learn more about tapping into DCI’s Canadian media expertise.