Trade & Media Engagement
Travel South USA continued strategic engagement with trade partners and media outlets, holding multiple trade meetings, agent training sessions, and media collaborations. The International Showcase and FAM tours successfully introduced Canadian tour operators and media professionals to diverse Southern U.S. destinations. Canadian journalists expressed strong interest in cultural, culinary, and historical tourism, with a particular focus on French heritage in Louisiana, music trails in Tennessee, and family-friendly road trips.
Market Trends & Economic Impact
The Canadian dollar dipped below $0.70 USD, the weakest since March 2020, raising concerns about affordability for U.S. travel. However, demand for U.S. destinations remains steady, with airlines adjusting routes and increasing direct flights to Southern hubs. Air Canada, Porter, and WestJet introduced new and expanded services, particularly to Florida and key Southern states.
Strategic Developments & Marketing Initiatives
Upcoming campaigns with CAA Niagara, Toronto Star, and Baxter Media are focused on driving interest in underexplored destinations. Social media, newsletters, and agent training programs are amplifying awareness.
Key Takeaways & Next Steps
States should continue targeted engagement with Canadian tour operators and media, focusing on affordability, unique cultural experiences, and niche offerings like culinary tourism and road trips. Expanding flight accessibility and leveraging strategic storytelling will be essential in maintaining and growing Canadian visitation in 2025.