Canada is looking to take some tourists away from its neighbours down south by attempting an image makeover, reported the London Free Press.
Brand managers are looking to move away from the outdated "moose, mountain and Mounties" image of Canada, to be replaced by a more urbane and youth-oriented image.
It is hoped that the population's sense of humour and the modern forward-looking nature of its cities can also be put across.
Canada came in third after the UK and Germany among the world's favourite countries, according to a policy advisor quoted in an interview with the London Free Press.
But policy adviser Simon Anholt was worried that Canada did not have a clear image that could appeal to travellers from abroad.
Currently, the majority of the country's outside visitors are border crossers from the United States.
The number of overnight trips from the UK to Canada fell by over five per cent year-on-year.
President of tourism Randy Williams thought the tourism budget, which had recently dropped by 12 per cent, needed to be increased and Canada show greater commitment to re-branding itself.
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