Catie Owen spoke to three of the 14 remarkable Canadians who took part in TED@DestinationCanada, the first partnership of its kind In February 2023, tourism organisation Destination Canada announced its new global brand strategy, themed ‘Openness’. The destination kicked off the campaign with a bang by partnering with the renowned TED non-profit organisation – TED’s first partnership of its kind. Internet denizens will be familiar with the famous stage – a giant TED sign framing a spot-lit speaker – making the partnership a no-brainer for brand awareness. Under the event’s theme of ‘OPEN’, TED@DestinationCanada planned to bring together Canada’s biggest thinkers with the brightest ideas. Prior to the event, Marsha Walden, CEO of Destination Canada, described the organisation’s aim in the partnership: “Not only will this platform help differentiate us, but it will also reposition Canada as a destination for innovative thinking, change making and, ultimately, travel being a force for good.” Organiser Gloria Loree, CMO at Destination Canada, explains that it was up to TED to professionally review, interview, and select its short list from hundreds of applicants sent over by Destination Canada – resulting in the two organisations platforming 14 remarkable Canadians at the event. CMW spoke to three of the speakers.
Normand Voyer – molecular prospector
For Normand Voyer, a professor at Quebec’s Laval University, TED was the ideal place to promote the ‘molecular treasures of the Great White North.’ Chosen for his ability to explain his expertise in ‘lay-language’ and vast experience lecturing to over 65,000 people, Voyer became one of TED@DestinationCanada’s ambassadors for Quebec. Voyer explains that part of his application process involved providing an abstract of his proposed talk to TED and narrowing down the exact subject. For Voyer, Canada’s tourism industry and molecular treasures are intrinsically linked. His work involves studying the fragile Canadian ecosystems, the ‘wonder drugs’ coming from its unique flora, and discovering the unique benefits of the Arctic wilderness – which would drastically impact the country’s tourism if disrupted. “Canada’s northern ecosystems are seeing a lot of change and more warming than anywhere else.” Voyer says. “Shrubification (the expansion of shrubs across the arctic) is a result of this change. It hinders wildlife, and flora, and will drastically change the lives of Indigenous Peoples.” Canada’s unique biodiversity and culture is a large draw for leisure and business visitors alike, with incentive groups increasingly taking interest in sustainability and local activities run by Indigenous Peoples and businesses. “From my talk, I want the audience to come away knowing that it’s a small world we live on, and we need to protect it. Additionally, for stakeholders and politicians to understand this impact too.” 
Matricia Bauer (Isko-achitaw waciy) – mountain mover
Her name translating to ‘she who moves mountains’, Matricia Bauer is an individual leading the charge towards cultural sustainability in tourism. As a Sixties Scoop survivor, Bauer’s personal journey of discovery and decolonisation led to her founding Warrior Women Inc., whose collective of Indigenous women educates visitors through the beauty of their drumming, singing, and culture. Alberta-based Bauer has since become a cornerstone of Canada’s incentive offerings, and her education experience ranges from sharing her crafts with visitors to speaking at international conferences. Bauer’s notoriety made her one of Destination Canada’s first ports of call for speakers. The talk she initially proposed, on food sovereignty, was not the topic chosen in the end by TED. For Bauer, her preliminary discussions with TED provided an example of what event organisers should consider when including Indigenous speakers: “In settler society, we view education of knowledge as a certificate. In Indigenous culture, knowledge is from the land and time that we spend with our elders – and their lived experiences. There’s no certificate for the time you spend with your elders learning Indigenous knowledge.” Bauer’s talk on the day was a whistlestop tour of her story and how she has Indigenised herself. “There’s always a takeaway with a TED talk that every person can relate to,” she says. For Bauer, it was not letting the past define the future, and to redefine how we consider the Canadian tourism sector. “It was brave of Destination Canada to redefine what being Canadian is about, and to really own those stories of trauma and history in our past. They’re holding space and place for Indigenous people to do what they do in the best way, and the partnership with TED does that well.” 
Rebecca Darwent – philanthropic adviser
In Rebecca Darwent’s case, a colleague reached out to share the application and encouraged her to apply. As a philanthropic adviser, social entrepreneur, and co-founder of the Foundation for Black Communities, Darwent’s wealth of experience and activism made her a clear choice for the event. The application process for speakers “forced us to think deeply and be succinct”, allowing applicants a minute to share their talk idea followed by a 15-minute call. After being chosen, TED supplied Darwent with a coach to prepare for the talk and help the event run smoothly. On the big day, Darwent used her professional experiences as a social worker and in the non-profit sector to challenge the traditional methods of philanthropy, delving into how black philanthropy and participatory practices offer a community-led model to emulate instead. For Darwent, events and platforms like TED allow her to push the topics close to her heart into the limelight, explaining that: “Like many industries, philanthropy is going through a period of recognising and realising that some communities have been excluded from leadership, decision making, and influence.” TED@DestinationCanada, and similar events, also play a large role in showcasing diversity in Canada, Darwent explains. By speaking at TED, she was able to share with the platform that the Foundation for Black Communities is the first of its kind in Canada to receive a $200m investment from the federal government, demonstrating Canada’s community-led approach. “People and places are turning to Canada as a blueprint for how we can tackle social challenges. By showcasing Canada’s diversity at events like TED@DestinationCanada, we can create a sense of belonging and a roadmap for other places to turn to.” TED@DestinationCanada took place 23 February 2023 at the TED Theatre in New York City
