Destination Canada has unveiled a new brand identity and fresh tagline.

The country’s tourism marketing agency says the update of its brand – with a heart-shaped red and white logo – has been designed to create a “strong emotional connection with travellers” and inspire more people to visit Canada.

In 2018, Canada welcomed a record 21.1 million international visitors.

The new tagline, ‘For Glowing Hearts’, is inspired by Canada’s national anthem, O Canada.

“Travellers today want more than an experience – they want to be transformed; they want to be moved,” says Ben Cowan-Dewar, chairman of Destination Canada’s board of directors.

“The brand evolution is driven by the belief that travel should change you and Canada will leave a lasting mark on your heart. It is how we share our passion with the world.”

Over the last five years, Destination Canada has repositioned in a bid to be a more digitally-focused, data-driven organisation. It says “extensive market research and industry consultation’ helped shape the latest journey of the Canada travel brand”.

David Goldstein, Destination Canada’s president and chief executive, said: “We’re going to build off that momentum and create a movement that overcomes apathy and drives international travellers, Canadians and the tourism industry to embrace our destination with passion and with glowing hearts.”

Destination Canada will roll out the brand in its 10 leisure and 5 business events markets in the coming months. Leveraging the tag line, logo and concept of transformational travel, inspired by a pride for being Canadian, elements of the brand will be used to inspire Destination Canada’s content across digital and print platform.