Destination Canada’s New Tourism Campaign; DeNiro’s Nobu Hotel Opens in Toronto + Rebuilding Lahaina, Maui

Destination Canada has unveiled a new campaign, “Canada, naturally.”

It’s a nice play on words that emphasizes this country’s truly spectacular natural landscapes.

The first look of this long-term campaign came with the launch of the U.S. multi-channel marketing campaign that went live in market May 12.

“Rooted in Destination Canada’s 2030 Strategy: A World of Opportunity, Canada, naturally. is a bold step toward strengthening Canada’s global position and generating $160B in annual tourism revenue by 2030,” Destination Canada officials said. “To achieve this goal and build long-lasting demand, Canada needs to be a destination that resonates deeply with target guests and differentiates itself in a competitive global marketplace.

Destination Canada’s research and data shows that Canada’s target guests are attracted to authentic, unfiltered experiences:

• 65% of these guests are more likely than other travellers to seek out destinations that feel unique and authentic. (Destination Canada Global Segmentation Data).
• This new brand direction aims to attract these visitors by showcasing Canada’s openness; from open-hearted people that foster a sense of belonging, to open minds that invite fresh perspectives, all set against open spaces that inspire awe and wonder.
• Instead of filtered and AI-generated content so frequently found in marketing campaigns today, Canada, naturally. leads with quiet, observational vignettes of everyday Canadian moments—from roadside fill-ups in the Rockies to backyard BBQs featuring the northern lights— reflecting Canada’s unfiltered beauty, quiet confidence and welcoming attitude.

“Canada, naturally. is the perfect antidote to what people need right now,” said Gloria Loree, Senior Vice-President, Marketing Strategy & CMO. “We’re living in a world that’s increasingly filtered and fake, combined with disruption and associated unpredictably. This campaign underscores the importance of connecting to what’s real and reflects what makes Canada distinct.

“It’s an open invitation to travellers who are craving authenticity and meaningful connections.”

This is one of the most beautiful countries n the world. and it’s a great time accentuate the outdoors and nature.

LURING AMERICANS TO CANADA

Speaking of tourism campaigns, a group of B.C. tourism operators has banded together to deliver a message to American visitors who may be feeling uneasy about visiting Canada amid a trade war and rising political tensions: You are always welcome.

The Victoria Times-Colonist says tour operators, guides and lodges that belong to the Commercial Bear Viewing Association of B.C. have put together a two-minute video for American visitors to be distributed on social-media channels and the association’s website.

The video, featuring 15 of the association’s members speaking directly to the camera from their docks, boats and lodges, comes in response to concerns the companies have been hearing from American visitors booked to travel to B.C. this year.

If any of my American friends are reading this post, rest assured you will NOT be hassled in Canada. Just don’t wear a MAGA hat and you’ll be fine. Mind you, the same probably goes for San Francisco or New York City.

ROBERT DENIRO’S NOBU HOTEL OPENS IN TORONTO

Nobu Hospitality announces that Nobu Hotel Toronto is now officially open, welcoming guests as of June 1, 2025. Following the opening of its renowned restaurant in 2024 and the debut of its residences, the hotel completes the first integrated property under one roof, bringing together the brand’s signature pillars of hospitality, culinary excellence, and elevated living.

With the launch of Nobu Hotel Toronto in downtown’s lively Entertainment District, the integrated destination now offers guests and residents a seamless lifestyle experience anchored in luxury, design, and cultural energy.

Redefining luxury through a distinctly Nobu lens, Nobu Hotel Toronto is a boutique hotel comprising 36 thoughtfully designed rooms and suites, perched atop the west tower of Nobu Residences on floors 41 to 45. Elevated above the bustle of the city, the luxury hotel is the highest in the city offering an extraordinary sense of privacy along with sweeping, panoramic views of Lake Ontario and Toronto’s iconic skyline.

 

Guests are invited to take in sweeping, cinematic views of Toronto from the hotel’s signature suites. Floor-to-ceiling windows frame the city’s most iconic landmarks, providing a luminous vantage point from sunrise to sunset. For an even more immersive experience, Nobu’s signature hinoki wood deep-soaking tubs positioned beside panoramic windows, allow guests to unwind in serene luxury while overlooking the CN Tower and shimmering waters of Lake Ontario.

All hotel rooms are crafted with a balance of natural materials, warm woods, and subtle Japanese detailing, where the lines between comfort, function, and elegance gently dissolve.

Nobu Hospitality is partly controlled by actor Robert DeNiro and Japanese chef Nobu Matsuhisa. I’ve dined at a couple of Nobu restaurants around the world, and they’re always exquisit.

REBUILDING LAHAINA, MAUI, AND A NEW HAWAII TAX IMPOSED

A local realtor in Lahaina, Maui puts up regular drone videos to show the progress (or lack of same) that’s being made in Lahaina, Maui. It’s been nearly two years since wildfires destroyed most of the town and killed more than 100 people. and rebuilding has been quite slow. But there are many residential buildings going up; perhaps as much as 15% of what was destroyed. There are single-family homes being constructed, and also temporary and long-term housing for residents who lost their homes.

That’s great, and that’s most important. But the state of Hawai’i and the county of Maui need to be more to get businesses to reopen so the residents can work and feed their families.

From what I can see, there’s virtually no progress being made on rebuilding shops and restaurants in the city. Historic Front Street is still a ghost town, although the famous Banyan Tree appears to be doing well (a miracle in and of itself).

In his video, realtor Jesse Wald suggests authorities have started removing environmentally damaging pilings from the water along Front Street, pilings that allowed buildings to jut out over the water. That includes not only small shops but popular restaurants like Kimo’s.

I get that we shouldn’t allow buildings to be put on pilings in the water, but I feel the property owners who had that right in the past should be allowed to rebuild. If I recall my many Lahaina visits over the years, there was only a block or two, maybe three, where these builidngs existed. Many parts of Front Street had full ocean views, which should remain.

It’s a tough call, but, as always, I think the final decision should rest with local residents. If they want a more pristine, natural waterfront, then I think they should get it. Perhaps there can be more second-floor restaurants and bars on the east side of Front Street to allow nice ocean views, without pilings being sunk into the ocean and disturbing natural ocean flows. That seems reasonable to me.

Either way, it’s hard to see so little progress being made on this wonderful town nearly 22 months after the devastating fires. Here’s to hoping things pick up soon.

NEW HAWAII ENVIRONMENTAL TAX

Meanwhile, debate rages over the new Hawai’i “Green Tax,” which was recently approved by the state government. USA Today says Hawai’i lasw eek became the first U.S. state to establish a climate impact fee, placing an additional tax on tourists to fund climate change resiliency projects and environmental stewardship within the islands.

As the country’s inaugural “Green Fee,” Act 96 will raise the state’s current transient accommodations tax (TAT) by 0.75% for a total of 11% placed upon the nightly lodging rate, effective Jan. 1, 2026, according to a press release by Governor Josh Green’s office.

That’s an added tax of $3 per night, which means a $21 added cost for a week’s stay. It’s not much, but Hawai’i is already an expensive place to stay and dine, so it won’t ‘help, Still, it’s a good cause that I support.

“As an island chain, Hawaii cannot wait for the next disaster to hit before taking action,” Green said in a statement. “We must build resiliency now, and the Green Fee will provide the necessary financing to ensure resources are available for our future.”

The new fee is expected to generate $100 million annually. The funded projects are to be confirmed next legislative session but will span environmental stewardship, climate and hazard resiliency, and sustainable tourism.