By Michael Baginski/ Even with the downturn in travel by Canadians to the U.S. this year, about 16 million of us – “still a lot of people” – are expected to cross the border in 2025, heading for warmer weather, holiday homes, sporting or cultural events, or just to do what they’ve always done, regardless of any offense taken.
Nevertheless, industry experts taking part in a recent panel discussion hosted by the Discover America Canada Committee made it clear that Canadians who won’t go are certainly vocal about it, and backlash to any business-as-usual marketing efforts can be extreme.
“Canada is still a very large market for the U.S., and it is still the largest outbound volume for Canada… American flights are there, they’re just not being promoted due to fears of backlash (from customers),” observed Jennifer Hendry of the Conference Board of Canada.
Michelle Tupman of Great Canadian Holidays (GCH) agreed, stating, “Our clients really are not looking to see us advertising American destinations and we’re met with some pretty swift backlash when we do… So, while we still have it there on the website for people to buy (we’re not pushing it).”
Air Canada’s Viktor Spysak said the airline has been taking a similar tact, continuing to offer U.S. service, but not vigorously promoting it.
However, he noted that the airline, which had a 14% drop in its U.S. numbers, is now seeing positive trends and is planning to expand service to the U.S. again in 2026. “On our end we are cautiously restarting some of the marketing activities, which is also a great sign, so we are trying to organically deliver a message that U.S. destinations have a lot to offer, so we are there.”
So, how to market the U.S. to Canadians in the time of the 51st state, tariffs, and Trump?
In a word “understated,” according to the panelists.
Understated
Stephen Fine, founder of the Snowbird Advisor website, said, “One of the keys for us right now is understated marketing for our U.S. partners and destinations. You have to be sure you’re there, but you don’t want to be too aggressive or in your face with people because it can be seen as being tone deaf in the current environment.”
To U.S. partners looking to market here, he advises: “You also don’t want to act like nothing is going on and ignore the current environment because people are also turned off by that. I think one of the best things to do is address it head on, address the concerns Canadians are having with U.S. destinations, let them know you’re aware of it, and how much you appreciated them and welcome them; and wherever possible, offer them deals or incentives as part of that welcoming and appreciation tone you’re taking with people.”
He added, “We do see that when we are more aggressive with our U.S. marketing now, we get more blowback than we would normally get. But when we’re understated, we still see a lot of traffic and interest. People know it’s there, people know we offer it, but we’re not being aggressive and just putting it in front of people’s faces. That’s the best medium that we’re finding right now.”
Organic content
Spysak similarly believes in the “soft sell” approach.
“We’ve started cautious, soft promotion of the U.S. destinations. We don’t do it as a hard sell, rather as awareness to remind our audience of the routes and the destinations we serve. I think that’s a great approach.”
He added, “I think organic content and marketing is really powerful, when travellers are telling you that ‘I felt very welcome in a destination.’ I love that. You know, ‘I saw a Canadian flag.” Whatever it is that makes people feel welcome is instantly being Instagrammed and shared by many travellers. And this is more powerful than any paid content. It’s a very easy way to create this social exposure.”
Last but not least, he added, value-add options are important given the level of the (low) Canadian dollar.
Reassurance
GHC’s Tupman says most Canadians are aware of the U.S. destinations, but want to be reassured that is safe to go there and that they will be welcome. “They are not looking to be sold to, they are looking to feel like there is an authentic feel to that welcome.”
She added that a good strategy right now is to look for the “low hanging fruit” – people or groups that are already travelling or have cause to travel for something very specific or unique, such as sports teams, or fans, and “people who are looking for a unique experience that they can’t find elsewhere.”
She cited New York as example. “If you’re going for Broadway, or the sightseeing, you really can’t replicate that anywhere else, certainly not in Canada; Nashville for the music scene; or going to Arizona to see the Grand Canyon. That bucket list thing is important because there’s always going to be some people… who realize I only have so many years to travel and it’s really important to me, and they put it above politics.”
Brand USA VP of global trade development Jackie Ennis similarly observed that “one of the tour operators I’ve been connecting with said Alaska is still doing really well for Canadians, which is so funny. It’s like sometimes Hawaii and Alaska are almost destinations until to themselves, where they don’t potentially have that association with the U.S. in a weird way.”
Top motivators
At the same time, the Conference Board’s Hendry said that many Canadians will continue to travel to the U.S. to see friends and family because “there is always going to be connection with community.”
Other top motivators are experiential: sport, music, golf, beach, shopping, favourable weather, availability of deals and incentives, she said, noting, “the U.S. as a destination and individual states all offer that in spades, so it’s a huge opportunity.”
Hendry said that demographics also play a part with older travellers typically more politically connected and “much more adamant that their actions meet their values” whereas younger travellers – who are very quickly replacing boomers – are “getting a little bit tired of the rhetoric and are looking to take that bucket list trip if in the situation at the time the feel safe and supported.
“The predominant negative – anywhere – is cost,” she continued. “So, that is going to impact Canadians as tariffs and taxes, exchange rate and interest rates continue to fluctuate over the next six to 12 months.
“But younger people are much more likely to spend on experiences than stuff. Travel is the No. 1 experience to make memories, so that is also an opportunity: focussing on the markets that have the most likelihood to ignore some of the larger global issues.”
Hendry forecast that times are likely to continue to be turbulent, both globally and in respect to the U.S., but as for the number of Canadians travelling south of the border in 2026, offered some optimism: “We expect it to be slightly better – as we adjust!”
Ennis said Brand USA will continue to “read the room” with its marketing efforts in Canada, and that many states are currently or planning to introduce specific campaigns to welcome Canadian travellers, offering both specific travel incentives and focussing on placing people above politics.
“And I think Canadians are really appreciating that,” she said. “It definitely has been received very positively.”
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