Celebrate Canada Worldwide is preparing to expand beyond its long-established United Kingdom presence as the not-for-profit organization looks to connect Canadian businesses with new international markets amid changing global trade dynamics.
Executive chair Jeffrey Sundquist said the organization is building on a model developed through its Canada Day programming in London and subsequent Canada U.K. Business Summit, with an eye toward establishing similar initiatives in other regions.
“Our purpose is really to promote trade, investment and culture,” Sundquist said in an interview.
The organization is now assessing markets including the Middle East and Mexico as it considers where its platform could best support Canadian commercial interests.
The expansion marks a strategic shift for the Calgary-based organization, which has historically centred its activities in London, where its Canada Day celebrations once drew about 50,000 people to Trafalgar Square. While the public festival is not being held this year, Sundquist said planning is underway for its return in 2027.
Instead, the organization is focusing on strengthening its business programming while evaluating opportunities in additional markets.
“We want to expand our platform to other markets, particularly given the trade issues right now,” he said.
Building on a business summit model
Celebrate Canada Worldwide traces its origins to Canada Day London, which combined cultural programming with business and diplomatic engagement.
Sundquist, who previously lived in London, said the original event featured Canadian musical acts, cultural activities, sports programming and partnerships with organizations including Lululemon.
Following a hiatus of about a decade, organizers shifted their attention toward commercial engagement by creating the Canada U.K. Business Summit, bringing together business leaders, elected officials, Indigenous leaders and diplomatic representatives.
The summit now serves as the template for future expansion.
“It’s really about connecting business, elected officials, cultural leaders, Indigenous leaders, and celebrating Canada,” Sundquist said.
The organization works with the Canadian High Commission and seeks to promote Canada’s profile through trade, investment and cultural initiatives.
Focus on established exporters
Rather than targeting early-stage companies, Celebrate Canada Worldwide is concentrating its efforts on businesses with the financial capacity to pursue international expansion.
Among organizations that have participated are mining companies, Air Canada and law firms.
“We want to work with and promote organizations that have got the balance sheet to export,” Sundquist said. “We’re not looking for startups per se.”
He said entering international markets requires patience, capital and long-term commitment.
“On the export side, it takes time and patience and capital to develop into new markets.”
In addition to supporting export opportunities, the organization also works on initiatives related to attracting inward investment and collaborates with multiple levels of government to support international engagement.
Tailoring markets to provincial strengths
Sundquist said future expansion will not rely on a one-size-fits-all approach. Instead, the organization intends to align Canadian industries with markets where they are most likely to succeed.
He pointed to Newfoundland and Labrador’s participation in London as an example of how regional strengths can be matched with appropriate international opportunities.
“Their industry may not necessarily align with Mexico,” he said.
Likewise, Ontario’s automotive sector may be better suited to some markets than others, while Western Canada’s energy industry could find opportunities in parts of the United States and overseas if market access improves.
“It’s really about aligning the interests of different partners that we’ve got across Canada with new markets.”
Leveraging diplomatic experience
Sundquist said the organization’s leadership draws on experience in government, diplomacy and international business to support its expansion plans.
A former diplomat, he previously served as Alberta’s representative in the United Kingdom and worked on policy matters across Europe, including Brussels.
That experience, combined with board members’ backgrounds in trade and diplomacy, gives the organization an understanding of how to work with Canadian embassies, high commissions and the Trade Commissioner Service, he said.
“We’ve got a really good pedigree. It’s a small team, but we’ve got a good pedigree of people that understand the playing field in business, diplomacy and culture.”
Although Celebrate Canada Worldwide remains relatively small, Sundquist said its strategy is to leverage those relationships as it evaluates where to establish future programming.
“We don’t want to boil the ocean or be overly ambitious,” he said. “But we think that there are great opportunities in other markets, and we can be a great advocate and support for that.”
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