Canada has long been known for the quality of its education and for the inclusive spirit that defines its classrooms, campuses, and communities. Generations of international students have come here to study, to contribute and to build lasting ties with Canada.
However, over the past two years, rapid policy changes and mixed public messages have led to confusion about Canada’s openness to international students. This has caused uncertainty abroad and concern at home about the country’s ability to attract, support and integrate the talent needed to drive innovation and growth. In tandem, competition from other destinations has intensified and global perceptions of Canada have worsened.
In response, the Canadian Bureau for International Education (CBIE) brought together more than 225 organisations at a National Dialogue on International Education in May 2024. The outcome was an action plan to chart a path forward for a sustainable and responsible international education sector.
One of the actions identified was the need to develop a pan-Canadian brand strategy to ensure a coordinated national approach to rebuild confidence in the sector. The plan also recognised the need to build a new national narrative on the value international students bring to Canadian campuses, businesses and communities as both temporary residents and as prospective future citizens.
The Global Campaign Initiative (GCI) was created to be a unifying voice for Canada’s international education sector with both a global and domestic aspect. A new narrative that aligns with current government policy was developed after months of rigorous consultations, research and testing.
The expression of the new narrative is Learn Canadian, a new global campaign designed to reintroduce Canada to the world. Launching this month in Quebec City at CBIE’s annual conference, the campaign amplifies Canada’s values of collaboration, creativity and inclusivity. It highlights that studying in Canada is about more than earning a credential. It is about learning the Canadian way: through curiosity and openness. A Canadian education gives students a foundation of skills that enables them to succeed anywhere.
Launching this month in Quebec City at CBIE’s annual conference, the campaign amplifies Canada’s values of collaboration, creativity and inclusivity
Internationally, the campaign will reach prospective students, their families and recruitment partners through digital storytelling and social engagement that showcases the country’s academic excellence, diverse study locations and inclusiveness. These are essential elements that enable students to flourish and gain confidence to pursue their ambitions.
The domestic aspect of the campaign will remind Canadians of the important role international students play in strengthening communities, supporting labour market needs and enriching the fabric of Canada for its future success and prosperity.
Learn Canadian is not focused on returning to past enrolment levels. Its goal is to attract the right mix of talent that aligns with Canada’s long-term national priorities while relaying consistent messaging to revive Canada’s global reputation in the sector. It is a proactive effort to ensure that international education continues to serve both Canada’s needs and the aspirations of students around the world.
Graduates who study in Canada carry those values and skills wherever their future takes them, whether it be in Canada, their home country or elsewhere. They become innovators, entrepreneurs and leaders who contribute not only to Canada’s prosperity but also to global progress. In an increasingly interconnected world, this is Canada’s opportunity to reaffirm that here, education is about building a better future; for students, for communities and for the world we share.
To learn more visit www.learncanadian.com
The Canadian Bureau for International Education is a national non-profit association dedicated to advancing international education in Canada. CBIE supports Canadian education institutions in achieving their internationalisation goals through advocacy, capacity building and partnerships. CBIE’s institutional membership comprises colleges, universities, polytechnics, CEGEPs, language schools, K-12 and school boards from across Canada.
About the author: Larissa Bezo is president and chief executive officer of the Canadian Bureau for International Education (CBIE), Canada’s national voice advancing international education. With more than 30 years of experience across education, public service, and international development, she has dedicated her career to strengthening Canada’s global engagement through learning.
Bezo has advised governments and multilateral organisations, including the World Bank and Asian Development Bank, on education policy, institutional capacity, and governance reform. A passionate advocate for the transformative power of education, she champions its role in driving social progress, fostering mutual understanding, and empowering individuals and communities worldwide. She is committed to advancing Canada’s leadership in inclusive global collaboration through education. Bezo holds a Master of Arts in Political Science from the University of Regina.
