Destination Canada, a tourism organisation owned by the government of Canada, and Spotify are launching a new campaign to attract European travellers. Spotify users across the UK, France and Germany can learn more about Canada on the streaming platform as a way to get inspired to visit the country. The campaign, which is called ‘Discover Canada through Music and Sound’, will run until the end of the year, with some content remaining on Spotify afterwards.

Users who want to discover Canada have two options with the first, the ‘Turn It Up’ choice, recommending a Canadian city to users based on their music tastes, sharing a personalised playlist with that city’s music. In addition, Canadian music journalist 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.

The ‘Take a Breath’ option will match users with relaxing nature getaway sites in Canada, such as The Rockies and the Rugged West Coast. So-called ‘wellness influencers’ have recorded their meditation walks in real-time to engage listeners and transport them to a Canadian destination.

The streaming platform Spotify has 433 million users and 188 million paying subscribers worldwide.