What Canadian Travel Media Actually Want Right Now (And What They Don’t)

Insights from Chairing TMAC 2026, One of Canada’s Largest Travel Media Gatherings

After two years leading Canada’s Travel Media Association of Canada (TMAC) conferences, first as Co-Chair in Saskatoon in 2025, and as Chair in Richmond, BC in 2026 – I’ve had a front row seat to how the country’s travel media landscape is evolving. Over the course of more than 2,400 one-on-one appointments, 20+ events, and countless informal conversations with journalists, editors, and storytellers, one message came through crystal clear: the stories that resonate most today are driven by purpose, culture, and connection – not promotion.

At DCI, we spend every day helping destinations tell their stories, and the biggest signal from TMAC this year is that Canadian media want meaningful storytelling. Here’s what’s landing and what’s not.

Cultural Relevance Over Promotion

If one theme has carried across both TMAC 2025 and 2026, it’s that story substance now matters more than splash. Journalists are asking not, “Where should we go?” but “Why does this story matter?” and “Who’s being represented?”

So, the days of blanket “here’s what to do in our destination” pitches are long gone. Canadian journalists are looking for narratives that feel rooted in community and context, not just a list of attractions. Media delegates repeatedly voiced interest in stories that reveal how residents live, work, and define their sense of place, especially when those voices come from Indigenous, newcomer, or long-marginalized perspectives.

Recent research backs that up. A 2025 Destination Canada “Tourism Wealth and Wellbeing Index” found that travellers-and by extension, the media who influence them-are increasingly drawn to destinations that reflect cultural integrity and community benefit, not just postcard imagery. Likewise, DCI’s own Six Insights from TMAC 2025 emphasized that growing demand for authentic relationships, under‑the‑radar destinations, and human storytelling instead of transactional promotion.

At Richmond this year, that trend showed up in conversations everywhere-from media marketplace appointments to panels-with editors and writers repeatedly noting their preference for stories led by people and place, not PR. The strongest coverage is sparked by destinations that show cultural texture: the chefs reviving heritage recipes, the guides leading visitors through stories that belong to the land, the makers shaping how a community evolves.

Destinations that thrive in this environment are the ones tapping local storytellers and culture bearers, using their voices to frame authentic perspectives. Generalized destination itineraries? Out. Grounded human stories with focus on the people of the place? Very much in.

It’s Not About Where, But Why The Story Matters

A clear trend at TMAC Richmond was a dual focus: an appetite for authentic Canadian storytelling alongside a renewed curiosity about what lies beyond North America. Many media delegates noted that while Canadian travel, sustainability, and community‑based stories are still priorities, international destinations that connect meaningfully with Canadian audiences are earning strong attention.

Global stories aren’t off the table, however they need a sharper lens. The best international pitches highlight what makes them relevant to Canadians through accessibility, cultural connection, new air service, or thoughtful approaches to sustainability. For destinations here at home, it’s still an open invitation to go deeper – show how your story reflects what Canada represents right now: welcoming, creative, and globally engaged.

As similar to last year, many journalists said they’re not interested in broad “visit the U.S.” narratives and more drawn to distinct, place‑driven stories that feel different from what’s been told before. Content creators and influencers are more receptive to conversations with U.S. destinations and want to find something that feels like it creates a natural connection to Canadian audiences.

Destinations that succeed-whether Vienna or Miami-bring sharp angles shaped by culture, people, and purpose. The strongest pitches right now show Canadians why this place matters to them: through accessibility, shared values, sustainability, or opportunities for genuine cultural exchange. For Canadian destinations, that same rule applies – go deeper, highlight local character, and connect your story to what travellers care about most right now.

Human Connection and Representation

One of the most talked-about moments at TMAC 2026 came from actor and activist Jesse Lipscombe’s keynote, which challenged delegates to consider representation, culture, and responsibility in travel storytelling through a Black lens. It was a resonant reminder that storytelling carries power, and responsibility. Jesse challenged delegates to consider whose stories we amplify-and whose remain untold. As he put it, “If travel marketing is about making people feel they belong, then our stories should do the same.”

The implications for destinations are profound: inclusivity, accessibility, and ethical storytelling aren’t “nice‑to‑have” checkboxes—they’re indicators of credibility. Aligning with that standard builds trust with journalists and audiences alike. And as Lipscombe reminded the room, empathy and curiosity are what ultimately connect travellers – because “we can’t inspire people to see the world differently if they can’t see themselves in it.” He went on to add, “The stories we’re telling might be the only window into a culture—and that is a heavy lens to carry. You need to carry it with intention.”

That message goes straight to the heart of what Canadian travel media are asking for now: stories told with care, accuracy, and accountability. Over the past two years, conversations with our travel media storytellers leads to this: they don’t just want colourful features, they want storytelling that reflects real communities and the people who live there. Journalists are actively questioning representation, source diversity, and imagery in ways that would have been uncommon only a few years ago.

For destinations, that translates into a practical media strategy: ensure your spokespeople reflect your community; include underrepresented voices early in content development; and share images that go beyond the postcard view. The outlets seeking pitches from DCI’s clients want features that feel real—human, contextual, and ethically grounded.

In that sense, Lipscombe’s reminder isn’t just a keynote takeaway—it’s a directive for all of us shaping travel narratives. That message will resonate for a long time. 

What This Means for Destinations

If you’re rethinking how to connect with Canadian travel media in 2026 and beyond, start here:

• Lead with lived experience. Authentic voices and locally grounded perspectives win attention.
• Quality over quantity. Fewer, better-crafted pitches cut through more than mass sends.
• Reflect community values. Journalists respond to destinations that share their audiences’ priorities: sustainability, inclusivity, and purpose.
• Think year-round, not just events. The media want narrative continuity which shows how your initiatives evolve, not just launching moments.

After two years of seeing TMAC from the inside, one lesson stands out: successful storytelling, like a successful conference, isn’t built on volume or visibility alone. It’s built on empathy, creativity, and a real understanding of what your audience values.

At DCI, we’re applying those same lessons to help destinations craft stories that truly resonate with Canadian media and travellers alike.