Tania Kedikian oversees the Canadian tourism operations of public
relations and marketing agency Development Counsellors International.
She works with destinations around the world, including the U.S., to
increase visitor arrivals and spending from among Canadian travelers.

We’ve all seen the headlines about Canadians canceling their U.S. trips. The trade war’s effects are real and, realistically, enduring. Promoting U.S. travel isn’t popular due to perceived safety concerns, political tensions and the sense that relations between the two countries have cooled. The exchange rate doesn’t help either, amplifying the feeling that the value just isn’t there.

What’s important for destinations to realize, however, is that this isn’t a flat-out rejection of the U.S. Cautious optimism and strategic recalibration are on the menu, because U.S. destinations understand that Canadian travelers remain an essential market. We know they tend to stay longer and spend more than domestic tourists.

Keeping them engaged is vital even if they are not booking trips immediately. It’s important to bridge a rift that isn’t the fault of the destination executives and their local businesses who still want to welcome Canadians.

Engagement

Interest in U.S. destinations didn’t simply evaporate. Cities and towns within all 50 states offer something Canadians are still drawn to: vibrant cultures, rich histories, incredible food, unforgettable events and a deep sense of place.

Instead of despair, it’s a moment to re-evaluate how destinations in the U.S. engage Canadian travelers. We can strengthen relationships with travel advisors and tour operators, laying the groundwork for conversions when the time is right.

When a destination can address concerns head on, lead with emotional resonance and show a commitment to inclusion and cultural understanding, interest rebounds quickly. By understanding how U.S. destinations fit into Canadian travelers’ priorities, rather than the inverse, we can create more engaging strategies to entice them.

Listening and trust

So how can we do this? First by listening to the Canadian travel trade, destinations can understand consumers better enabling them to respond with empathy. U.S. destinations can show up in ways that align with what matters most right now.

The pandemic taught us how sensitive yet resilient the Canada-U.S. travel relationship can be. Like a true partner, listening and adapting are pivotal to maintaining a healthy coexistence. Listening to the trade on the front lines in Canada is a powerful first step to reaching travelers better.

• Related: On the Record with Ontario tourism’s Andrew Siegwart

Rather than just marketing to Canadian tourists, U.S. destinations need to learn about Canadian tourists. By understanding how Canadians perceive safety, value and inclusivity, destinations can tailor their approach appropriately. When a destination organization speaks to the Canadian market in an informed way, it creates more trust and feels less generic.

That also means recognizing that the Canadian market, much like the U.S. market, isn’t one homogeneous entity. Regional nuances matter. What resonates in Alberta may not land the same way in Quebec, where bilingual messaging and cultural sensitivity are especially important to build trust and interest.

Event marketing

Another pattern that’s emerged strongly is event-driven travel. If there’s a compelling reason to go — like WorldPride, the Boston Marathon or a Beyonce concert — then the destination becomes secondary to the experience. No matter the geopolitical landscape, the U.S. will always be a source of unique and massive events that Canadians want to experience.

There are ample opportunities for destinations across the U.S. to engage Canadians through once-in-a-lifetime opportunities. Filtered through a trusted travel advisor, these moments become sought-after opportunities for Canadian travelers. By underscoring the value of these events, destinations can help bring everyone together in a meaningful and joyous way.

Innovative storytelling

To get there, destinations need to innovate their storytelling. Cities like Orlando, Miami and San Francisco have always had a magnetic pull for Canadian travelers for things like welcoming culture, sunshine, theme parks and beaches. But it’s not enough to be sunny and beachy anymore.

Innovative storytelling needs to help remind Canadian travelers of the energy, diversity and experiences in these destinations that offer an escape and an inspiration. Human connection is key. Who are the voices in this destination that speak to Canadian values? What are the stories that move us — from resilience and community to innovation and inclusivity?

• Related: Brand USA on interest in travel to the U.S.

I can tell you from meetings with media at the Travel Media Association of Canada, Canadian media are seeking narratives that reflect values, that dig deeper and that connect people, not just places. There’s a growing recognition that storytelling must evolve. It’s no longer just about what’s beautiful or fun. It’s about what’s thoughtful, inclusive and emotionally resonant.

Realistically, there are Canadian travelers who simply will not step foot within the U.S. while this rift persists. It’s unfortunate that this includes many industry opinion leaders. These wounds, however, will heal. Maintaining an empathetic approach to destination marketing will keep U.S. destinations top of mind when this is all past us and travel resumes anew.

The destinations that will win back Canadian travelers are those that realize marketing is no longer just transactional, it’s relational. It’s time to invest in dialogue, not just ads.

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