By Michael Baginski/ Despite some rhetoric south of the border, Visit Lauderdale says Canada is still – and always will be – the destination’s most important international market and, more importantly, “our dear neighbours to the north.”
And while cognizant of be trying to be “sensitive” to Canadians during the current times, Tracy Vaughan, Global Sr. VP, Trade Development at Visit Lauderdale, says, “Canada is still our No. 1, and I want to stress, No. 1 in our minds.”
Acknowledging that Canadian visitations have dropped, albeit during the summer off-season, Vaughan says, “We haven’t had the decline, the big numbers (in Canadian visitations), that you see in the US; it’s more the border cities that’ve had the roughest time… and I think we fared well last winter, coming into spring… And coming into our season (this fall), as for our airlines, they’re not dropping flights.”
Vaughan is also hopeful that the notion of “quiet travel” – that some Canadians are still visiting the U.S., just not telling their neighbours – is “more than (an exaggerated) headline.”
Visit Lauderdale extends its love to the trade as well. For example, Vaughan says she was asked by U.S. Travel to prioritize delegations for lodging at next year’s signature IPW travel trade show being hosted in the city and told them, “the Canadians are my No. 1 priority, that you all need to know that we care! We want convenience and comfort for you and all the amenities that you want would want in a hotel to be the best.”
Fort Lauderdale/Broward County Convention CenterFort Lauderdale will host IPW for the first time ever, May 17-21. The annual event, to be held, at the Greater Fort Lauderdale/Broward County Convention Center (photo), attracts thousands of delegates from around the world, including a typically large delegation of Canadian travel trade, buyers and media.
Stacy Ritter, President and CEO of Visit Lauderdale, says attendees will discover what sets Greater Fort Lauderdale apart, including its dynamic culinary scene marked by recent 2025 MICHELIN Guide Florida honours, its strong commitment to diversity, accessibility, and inclusivity, and its thriving water culture that connects the entire destination.
“As we look ahead to hosting in 2026, we’re excited to showcase the vibrant blend of cultures, communities, and experiences that define who we are, a place that proudly welcomes everyone under the sun,” she says.
The conference will bring unprecedented visibility to Greater Fort Lauderdale and deliver a powerful economic boost to the local tourism industry and is projected to generate more than 20,000 hotel room nights and over $14 million in food and beverage spending.
Vaughan notes that Greater Fort Lauderdale’s entry in the coveted IPW sweepstakes will definitely have its own vibe, not least due to its venue overlooking the intracoastal waterway.
“Our facility is gorgeous; and we have a great (outdoor plaza) space that will be tied in,” says she.
Additionally, with the Port Everglades cruise ship port just steps away, the conference will feature a cruise pavilion for the first time with participants from the cruise sector.
Water, water everywhere
Prior to IPW in the Spring, Visit Lauderdale will feature a new brand campaign to be launched in January, with Vaughan revealing, “We’re really going in the direction of owning the water culture (we have) because we look at how do we differentiate ourselves and we really kind of feel we own that for a lot of reasons: we have the third largest cruise port in the world; 500 km of navigable waterways; and, of course, 40 kms of beaches. So, you can be on it, in it, or under it.
“And one of the stories we want to talk more about is the diving, and our coral reef offshore. And accessibility (to it).”
Quick hits
Vaughan points to other news and notables in the vibrant always-evolving destination:
- The opening of the new Thrive art district north of the city
- Fort Lauderdale has received its first Michelin star at MAASS (inside the Four Seasons) and Bib Gourmand at Heritage
- A new Omni hotel will open late in 2025 – “that’s big deal!” And,
- The “very cool” 54th Winterfest Boat Parade will be held on Dec. 13 over a 20-km route.,
“The key,” Vaughan concludes, “is the personal relationships – that’s one of the storylines with our Canadians. It’s always been our No. 1 market. And we also feel like we hold on to that with our travel trade (including through the Lauderdale Loyalist specialist program). We have these relationships.”
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