ravel South USA continued market efforts in Canada despite challenging political and economic conditions. Trade and PR engagement included 5 trade and 4 media meetings, while Global Summit participation resulted in 6 completed FAMs. Though only 3 new media articles were published in March, total earned impressions for the fiscal year surpassed 102 million. However, market sentiment has turned cautious, with several campaigns paused or delayed due to U.S.-Canada tensions, cost concerns, and traveler uncertainty.
Trade & Media Engagement
Key accomplishments included Global Summit media coverage commitments and travel trade outreach. Completed media FAMs featured high-tier outlets like Post Media National, Le Devoir, and Times Colonist. Although Canada remains TSUSA’s top international source market, newsletters in March achieved a modest 15.4% open rate, and trade activity remained subdued. Planned webinars and CAA Niagara campaigns were postponed, with some partner programs on indefinite hold.
Market Trends & Travel Demand
Canada’s travel sentiment remains uncertain amid Trump-era policy returns, trade disputes, and security concerns. Road trips to the U.S. declined by 500,000 last month, and major carriers like Air Canada reduced U.S. flights by over 8%. Canadian media and consumers are shifting attention toward domestic and European destinations. However, Gen Z interest in business and cultural travel, along with luxury travel segments, offers targeted opportunities. Notably, social media–friendly and sustainability-focused travel remain strong trends.
Key Takeaways & Next Steps
- Monitor media sentiment and postpone campaigns as needed.
- Continue trade outreach with curated, niche product offerings.
- Leverage Global Summit outcomes to secure long-lead editorial placements.
- Support high-value segments (Gen Z, culinary, and luxury travel) with targeted storytelling.
- Resume paused initiatives (e.g., CAA campaigns) when market sentiment improves.
