A Travel Content Business Making 6 Figures

A humble travel blog started by this couple is now a thriving travel content business

Apr 18, 2025

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If you’ve ever Googled “best things to do in Banff” or fallen down a YouTube rabbit hole of epic Canadian road trips, chances are you’ve already crossed paths with Must Do Canada.

What began as a humble travel blog is now one of the most trusted voices in Canadian tourism—run by a couple who turned their love for exploration into a full-time storytelling business.

Here’s how they did it, and what keeps them thriving in the world of content creation.

What is the business and who’s behind it?

When you think of Canadian travel, chances are Must Do Canada will pop up somewhere—whether it’s a breathtaking YouTube video of the Rockies, a detailed travel guide to Kelowna’s wineries, or a newsletter that lands in your inbox like a friendly nudge to plan your next adventure.

At the heart of this proudly Canadian brand is Matthew Bailey, a full-time traveler turned storyteller, who—alongside his wife—has built Must Do Canada into a go-to source for exploring the country coast to coast. What started as a simple blog now spans a popular YouTube channel nearing 100K subscribers, a website with over 150K monthly visitors, and a newsletter read by 90,000 travel-hungry subscribers.

Fun facts about Canada at the RCMP Heritage Centre in Regina, Saskatchewan.

Their niche? Canada. That’s it. And that’s the magic. In a world of generic travel content, Must Do Canada doubles down on showcasing the beauty, culture, and quirks of Canadian life—all told through an authentic, personal lens. Whether you’re a tourist looking for hidden gems or a Canadian rediscovering your backyard, the brand feels like a trusted travel buddy who’s just a little bit obsessed with maple syrup and national parks.

How was the business started?

The origin story of Must Do Canada isn’t a polished business plan—it’s more of a “life gave us lemons, so we grabbed a camera” kind of journey.

Back in 2013, Matthew created the blog as a way to document a road trip across Canada. It was a passion project at best. Then, in 2016, Calgary’s oil downturn hit hard—jobs dried up, and so did stability. That’s when Matthew had an idea: What if this blog could be something more?

Enter the “Road to 150” project. The vision? A 150-day cross-country road trip to celebrate Canada’s 150th birthday in 2017. The problem? Matthew didn’t know how to film. The solution? Find someone who did. He brought on a young videographer, created a sample video, and pitched the concept to companies—over 200 emails later, Best Western came onboard with $75,000 in sponsorship. That funding kicked off the journey of a lifetime.

Over five months, Matthew and his wife drove across the country, captured its beauty, and released a 12-part video series on YouTube. National media took notice. Views grew. People started tuning in not just for places, but for the people behind the camera.

That project was supposed to be a one-off. But instead of packing it in, they doubled down. Matthew and his wife taught themselves video editing, content creation, and SEO—and by late 2020, Must Do Canada became their full-time gig.

What are some of the marketing strategies used?

Unlike brands that pour money into paid ads, Must Do Canada took the long road—quite literally and figuratively—to growth. And it’s paid off.

Their marketing playbook is built around slow, steady, and smart:

SEO Superpowers: Their blog posts are SEO machines. With tools like Keysearch, Matthew finds high-intent keywords like “Things to Do in Banff” or “Best Wineries in Kelowna,” then crafts content that genuinely answers those searches. It’s not clickbait—it’s helpful, engaging, and Google loves it.
YouTube, But Make It Canadian: All growth on their YouTube channel has been 100% organic. With tools like TubeBuddy for keyword optimization and a regular rhythm of two videos per month, they’ve built a loyal community of travel fans without a single ad dollar.
Email That Actually Delivers: Their newsletter has exploded to 90,000 subscribers, thanks to smart collaborations with brands like The Gist and The Peak, plus well-executed giveaways. And it’s not just list-building for the sake of numbers—they’ve nurtured it into one of their strongest assets.
Backlinks & Partnerships: From backlinks on travel sites to features in CBC, Global News, and even smaller regional publications, Must Do Canada has leaned into old-school media outreach with modern consistency. Matthew admits it was all cold emails—but with a human, authentic touch that clearly worked.
No Paid Ads, No Problem: Despite their size, they’ve never spent a cent on paid ads. Their audience is built through trust, helpful content, and showing up where it matters—whether that’s a Google search, a YouTube suggestion, or an email inbox.

How does the business make money?

Behind the maple leaves and mountain shots, Must Do Canada is a well-oiled content business, pulling in about $150,000 per year.

And while they could chase more aggressive growth, they’ve recently dialed things down to focus on their newest adventure—parenthood.

According to this interview they did, their income streams are neatly diversified:

Sponsorships (40%)
Big brands and tourism boards pay to be featured in Must Do Canada's videos, blog posts, and social content. Think: hotels, outdoor gear, travel apps—all getting airtime with a highly relevant audience.
Content Creation (30%)
Tourism boards across Canada hire them to produce region-specific articles, photos, drone videos, and travel guides. It’s branded content, but with their signature style and storytelling.
Advertising (25%)
Their blog runs display ads via Mediavine, their newsletter includes paid placements, and YouTube ads bring in a bit of extra coin too. It's passive-ish income, and a great way to monetize the audience they've grown.
Affiliate Sales (5%)
While still a smaller slice, they're experimenting with affiliate links to tours, gear, and travel bookings—helping readers plan trips while earning a small commission.

But here’s the honest truth: not all tourism boards have big budgets, and there’s a limit to what you can earn with branded partnerships alone. That’s why they’re leaning more into ads and affiliates—to grow revenue without burning out.