It’s no secret that the ties between the US and Canada are longstanding and strong. And, lucky for us in this business, the tourism sector is one of the strongest ties of all. As was shared at a lively get together featuring 34 exhibitors and almost 60 media and guests at a marketplace and luncheon on 26OCT.
It was a convivial group, connecting travel media with Discover America representatives at the trendy Arcadian Lofts in downtown Toronto. A host of US destinations were represented including Detroit, Texas, The Palm Beaches, Hawai’i, and Visit Florida, with Air Canada as key partner.
Staci Mellman, Senior Vice-President of Integrated Marketing for Brand USA, provided an insightful presentation into the Canadian market and our changing tastes. The DMO for the US as a tourism destination service to promote all over the world, Brand USA’s role, she explained, is to advocate, advise and inspire. “And it’s so nice to be here with people who share our passion for the US.”
Canada represents 1/3 of all inbound traffic to the US, and lift is currently at 80% of pre-pandemic numbers and slated to exceed pre-pandemic capacity by the end of this year. According to Brand USA’s research, deterrents to our visiting our neighbours to the south are: we consider other places more desirable; we’ve already been to the US; and we have concerns about cost.
Ongoing Brand USA marketing events include coop marketing campaigns, consumer branding, education and the GoUSA TV app.
Stay tuned for next year when Brand USA will host its first megafam for 60 qualified agents travelling on 6 itineraries in 6 regions. Airline partners will be AC and UA. A great way for advisors to explore that hugely diverse destination “south of the border”!
