Canada Global Reps

Trade & Media Engagement

Key Canadian media expressed strong interest in Southern themes: Globe and Mail sought food and wine stories, Toronto Sun leaned toward golf and soft adventure, and freelancers highlighted wellness, LGBTQ+ travel, and multigenerational experiences. TSUSA will launch an intimate “Table of 12: Food for Thought” media mission in September, led by Liz Bittner, to spotlight Southern cuisine and culture in Toronto and Montreal. This initiative aims to secure premium editorial placement and foster long-term relationships.

Market Trends & Travel Demand

Conference Board of Canada data showed 8.16M overnight U.S. trips in H1 2025, down -17.7% YoY, with steep declines in auto (-30.6%) and air (-11.2%) travel. June, however, saw a +14.6% rebound from May, hinting at recovery momentum. Economic headwinds persist: tariffs raised by the U.S., Ontario’s manufacturing job losses, and a weak Canadian dollar (~$0.72 USD) weigh on demand. However, falling inflation (1.7% in July) and potential BoC rate cuts may ease conditions. Air Canada, WestJet, Delta, and American Airlines are adjusting Southern routes, expanding options to Nashville, Charlotte, and Atlanta.

Key Takeaways & Next Steps

• Use culinary storytelling to capture media attention
• Highlight wellness, family, and cultural immersion narratives
• Leverage September’s media mission to build editorial momentum
• Support trade partners in promoting accessible Southern itineraries
• Monitor currency and tariff shifts impacting travel affordability

📉 1. Market Climate & Visitor Trends

Canadian Travel to the U.S.

• In early 2025, Canadian travel to the U.S. suffered a sharp decline due to political tensions, U.S. tariffs, stricter border entry policies, and a weak CAD.

  • Automobile trips dropped ~38% YoY in May, marking the steepest fall since early COVID‑19.

  • Air trips fell ~7–8% YoY in March.

• U.S. tourism industry now estimates a ~20% reduction in Canadian visitors, translating to a $4.3 B loss in revenue.

Canada → U.S. Trade & Media Summary

• Through FY24–25, Travel South USA undertook extensive action:

  • 23 media meetings and 58 published articles across Canadian outlets; generating high visibility.

  • 16 trade meetings and 31 training sessions with Canadian travel agents to boost Southern U.S. knowledge.

🎯 2. Campaigns, Training & Events

• Canada Mission (Feb):

  • Collaborative in-market activation with Brand USA, focusing on consumer engagement and media/trade outreach.

• Trade & Agent Training:

  • Monthly newsletters and webinars supported agent development, with topics covering state-led itineraries, culinary travel, and cultural experiences.

• Media Engagement:

  • Ongoing coverage in key Canadian publications aimed at improving sentiment toward U.S. destinations.

🌐 3. Market Insights & Context

• External pressures:

  • The “Buy Canadian” sentiment, U.S. tariffs, and border control anxiety fueled a national travel boycott.

  • Booking agencies in Canada report 40%+ cancellations and 90% declines in new U.S. trip bookings.

• Economic factors:

  • Canada’s inflation eased to ~2.7% by April; employment remains stable.

  • Canadians responded by shifting travel toward domestic and third-country destinations (Mexico, Caribbean, Europe).

🔑 4. Key Takeaways

1. Visitor volume is down sharply: Cross-border travel is suffering due to political and economic headwinds.

2. Campaigns remain active, but diminished consumer willingness requires heightened effort to rebuild trust and interest.

3. Agent and media outreach is critical, enabling Travel South USA to shape narratives, reassure travelers, and retain a presence.

4. Economic stability offers opportunity: Stable inflation and employment could anchor renewed demand if sentiment changes.

✅ 5. FY25 Strategic Recommendations

• Rebuild traveler confidence: Launch reassuring PR messaging and virtual previews about border procedures, safety, and value.

• Strengthen trade partnerships: Expand training and reward programs for agents specializing in the Southern U.S., especially in luxury and cultural itineraries.

• Leverage cross-border alternatives: Highlight connections via Canada–U.S. flights and road trips, with dual-country itineraries.

• Flexible promotions: Offer refundable packages and risk-free booking to counter hesitancy.

• Media partnerships: Fund counter-narrative campaigns with trusted Canadian outlets to neutralize anti-U.S. sentiment.

🧭 6. Final Perspective

FY24–25 has been a challenging year for Canadians traveling south. However, Travel South USA’s committed trade and media outreach built a strong foundation. To capture the inevitable rebound, FY25 must emphasize trust-building, flexibility, and strategic storytelling—anchored in Canadian consumer confidence and a reinvigorated value proposition.

Despite economic pressures, cross-border travel demand remains strong, particularly among travelers under 40. The plan emphasizes intimate, high-impact events, curated media activations, and influencer collaborations to showcase the South’s culinary, cultural, and outdoor offerings. “All Y’all Are Welcome” messaging reinforces inclusivity and warmth, countering political sensitivities and value concerns.

Trade efforts include targeted training, exclusive sales events, and participation in key international showcases, while media relations focus on premium Canadian outlets and trusted voices in both English and French. KPIs track increased brand awareness, trade engagement, and earned media impressions, ensuring the South stays top-of-mind for Canadians ready to book.