Canada Global Reps

Trade & Media Engagement

April activity included continued outreach to Canadian media, travel advisors, and tour operators through scheduled meetings, targeted pitching, newsletters, podcasts, and Global Media Marketplace follow-up. Five Canadian media participated in Global Media Marketplace and associated FAM experiences, generating expected coverage across podcasts, social media, and print and digital publications.

PR efforts included two podcast segments on The Informed Traveller and consumer media newsletters highlighting “Gardens & Grilling: Southern Flavours in Full Bloom.” Trade engagement focused on maintaining relationships during the current slowdown while promoting future golf, culinary, luxury, and multi-state itinerary opportunities. North Carolina was specifically identified as a strong golf destination with future growth potential among Canadian travelers.

Market Trends & Travel Demand

Canadian outbound travel to the United States continues facing short-term pressure, with overnight U.S. trips down more than 15% year-over-year while overseas travel to non-U.S. destinations increased significantly. Economic concerns, pricing sensitivity, fuel costs, and broader market conditions remain key factors influencing travel decisions. However, industry contacts emphasized that Canadians remain interested in U.S. travel when meaningful value and pricing advantages are present.

Golf travel, culinary experiences, luxury itineraries, and off-the-beaten-path destinations continue showing strong appeal. The report also highlighted shifting traveler behavior toward sustainable travel, value-driven experiences, and curated itineraries that blend marquee attractions with regional discovery.

Key Takeaways & Next Steps

• Continue emphasizing value-driven travel messaging to address current Canadian pricing sensitivity.
• Expand storytelling around golf, culinary, luxury, and experiential travel opportunities across the Southern region.
• Maintain proactive media and trade outreach to preserve destination visibility during the market slowdown.
• Leverage trusted Canadian media outlets and branded content partnerships to rebuild traveler confidence in U.S. travel.
• Focus on video-led and regionally diverse content, which continues outperforming single-experience messaging.
• Develop multi-state itineraries and golf-focused experiences to support future conversion opportunities.
• Continue nurturing relationships established through Global Media Marketplace and FAM participation.
• Monitor evolving economic conditions, fuel costs, and Canadian outbound travel trends to adjust messaging and positioning strategies accordingly.

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.