Mazda Canada has brewed up a promotion designed to wake Canadians up to the joys of coffee tourism.

The automaker unveiled the Mazda Coffee Tour in partnership with the Coffee Association of Canada, inviting Canadians to explore their country through coffee, culture and road trips.

The tour includes two curated routes across Toronto featuring eight cafés that “reflect the city’s rich and multicultural coffee scene,” Mazda Canada said in a news release.

“From cozy local roasteries to best-kept secrets,” the company said, “each stop offers a taste of the communities and cultures that shape Canada’s diverse coffee landscape.”

The tour stems from Mazda’s “Move and Be Moved” campaign, which points out meaningful moments found in every journey.

“We’re excited to introduce a new way for Canadians to explore the open road and connect with the vibrant communities that make our country so unique,” Mazda Canada president and CEO David Klan said. “At Mazda, building meaningful connections has always been at the heart of our journey — it’s deeply rooted in our history and values. The Mazda Coffee Tour brings that spirit to life by celebrating local culture, supporting small businesses and inspiring new experiences across Canada.”

Coffee tourism is a travel experience centered around discovering and enjoying local coffee culture. It invites travelers to go beyond their usual morning routine by exploring how different communities source, roast, brew and enjoy coffee while supporting local businesses and connecting with people along the way.

A survey commissioned by Mazda Canada found more than 60% of Canadians are interested on going on a coffee tour and 74% said Canada is a good or excellent destination for trying new coffee beverages. More than 20% said they’ve traveled up to two hours for a good cup of coffee.

Generation Z respondents said a coffee tour offers a chance to connect with friends and create social media content, while millennials were drawn by the opportunity to explore new coffee blends and flavors and Gen X and boomers appreciated the chance to enjoy nature and support the local economy.

“Coffee is more than just a beverage for Canadians,” Coffee Association of Canada president Robert Carter said. “It’s a beloved part of our daily lives. In fact, coffee is the most popular beverage in the country, with more than 70% of adults drinking it regularly.

“Our $8 billion coffee sector supports hundreds of thousands of jobs. As businesses face ongoing economic pressures, supporting local cafés, roasters and retailers is more vital than ever.”

Mazda Canada has named its CX-90 and CX-70 hybrid SUVs as the official vehicles of the Mazda Coffee Tour to highlight coffee tourism’s “focus on sustainability and passion for discovery.”