About
In the sprawling digital landscape of travel content, Matthew and Karla Bailey have carved out an undisputed territory. Through their multi-platform brand, Must Do Canada, they have become the de facto guides for a generation of travelers exploring the vast expanse of their home country. What began as a local project has methodically evolved into a well-built media operation, one built on a bedrock of practical advice, high-quality video production, and shrewd business skill. The Baileys are not merely content creators; they are the architects of a comprehensive digital resource that commands authority, influences itineraries, and uses significant industry power, all while carefully maintaining a controversy-free, family-friendly image.
Must Do Canada: History and Growth
The origin of Must Do Canada dates to January 2017, when Matthew Bailey, a media veteran with 12 years of experience that included work in radio, conceptualized a website focused on local activities in their hometown of Airdrie, Alberta. The project's scope quickly expanded. The "Must Do Canada" YouTube channel was officially launched on April 1, 2017, and by 2018, the venture had proven successful enough for the couple to pursue it full-time.
The partnership is a blend of complementary skills. Matthew, born August 17, 1983, and standing 6'4", brought his media production background, while Karla, a Filipino Canadian who immigrated in her late teens, left a career as a registered nurse to co-pilot the enterprise. Their personal lives have grown in parallel with their professional one; the couple are parents to three children, welcoming their third in May 2024. This evolution from a local blog to a national travel authority, managed alongside a growing family, defines their trajectory.
Must Do Canada Content and Style
The core of Must Do Canada's content strategy is utility. They specialize in comprehensive travel guides, detailed road trip itineraries, and exhaustive city-specific lists, such as their popular "Things to do in Calgary" and "Things to do in Vancouver" series. Their target audience is broad, encompassing international tourists planning a Canadian vacation and domestic travelers seeking to explore their own nation. The brand's power lies in its dual-platform approach. High-production YouTube videos serve as the visual hook, while the companion website, mustdocanada.com, provides deeply detailed written guides that capture significant search engine traffic, acting as a persistent resource for trip planners.
How Must Do Canada Makes Money
Must Do Canada operates a diversified and robust business model. Revenue is generated primarily through programmatic advertising on both their YouTube channel and high-traffic website. This is supplemented by a strategic use of affiliate marketing for travel gear, accommodations, and tour bookings. A significant pillar of their monetization is brand partnerships. The Baileys have secured collaborations with top-tier tourism boards, including Destination Canada, Tourism Alberta, and Destination British Columbia, as well as major corporate brands like Toyota and Mountain Equipment Co-op (MEC).
Analysis of their corporate structure, however, reveals a notable detail. The operating entity, Must Do Media Inc., was federally incorporated on October 15, 2019. According to the research, this formal incorporation occurred more than a year after the Baileys began operating the business on a full-time basis in 2018, a flag for the lag between full-scale operation and official corporate registration.
Must Do Canada's Collaborations
The Baileys' influence extends far beyond their audience metrics. Matthew Bailey currently holds the prestigious position of President of the Travel Media Association of Canada (TMAC). This role places him at the center of the country's travel media industry, affording him a significant platform to shape industry standards and network with the most powerful players in Canadian tourism. His presidency is a definitive marker of the respect and authority the Must Do Canada brand has cultivated within the professional sphere.
Must Do Canada: Public Reception
A deep review of Must Do Canada's public record reveals a conspicuous absence of major controversies. Their brand has been carefully managed to project an image of reliability and family-friendly wholesomeness. The public perception is overwhelmingly positive, with audiences viewing them as a trustworthy and authoritative source for Canadian travel information, free from the drama that often plagues the digital creator landscape.
Must Do Canada: Philanthropy
While the Must Do Canada brand has a significant impact on the travel decisions of its audience, the research compiled for this report did not contain details of any specific philanthropic initiatives or charitable campaigns undertaken by the Baileys or their company, Must Do Media Inc.
Must Do Canada Today
Matthew and Karla Bailey have successfully transitioned from local bloggers to national travel media leaders. Their current status is one of entrenched leadership, with a stable, multi-stream revenue model and a powerful position within the Canadian travel industry, cemented by Matthew's TMAC presidency. The recent expansion of their family in May 2024 marks a new chapter in their personal lives, yet their professional trajectory continues unabated. Must Do Canada is no longer just a channel; it is a vital piece of Canada's digital tourism infrastructure.