By Michael Baginski/   A “reverse” trade mission hosted by New York City Tourism + Conventions last week took on important new meaning as members of the city’s travel trade strived to reverse the current feeling by some Canadians that they are not appreciated or welcome south of the border – a perception perpetuated by well-documented words and deeds of the U.S. president directed towards Canada since taking power (again).

It was not surprising then that the pre-planned four-day event, initially designed simply to promote and facilitate tourism to the Big Apple, was overshadowed by the big picture of declining Canadian numbers to – and anger towards – the US in general, if not New York in particular.

Attended by about 30 delegates – a third of them Canadian travel buyers/advisors – the Canucks garnered outsized recognition from the hosts at every turn, even if initial explanations and apologies eventually and understandably gave way to the event’s inherent purpose of facilitating business and connections, supplemented by fun and educational FAM activities, such as discovering Brooklyn and attending a Broadway show and Yankees baseball game.

NYC Tourism president and CEO Julie Coker acknowledged to attendees (who also included some American trade) at the outset that, “needless to say, some things have changed, and some atmosphere and conversation and comments have changed over the past four months…” that has prompted her office to reconsider its forecast of a record year for Canadian visitations in 2025.

Coker noted that expectations of 67 million visitors this year overall – a million of them Canadians – may not come to pass because of the current perceptions of travel to the U.S. being experienced globally, not just by Canadians, and not for lack of trying by her team and partners in the city.

And she quickly added, “Canada is our No. 2 market, so obviously the importance of the Canadian traveller to, not just New York City and the five boroughs, but certainly the United States, is truly (significant).”

Moreover, she continued, “If that isn’t said and if that isn’t revealed, please note we definitely want you in New York City and we definitely appreciate you. Every stay starts with an invitation and your invitation is always open in New York.”

In an interview with Travel Industry Today, a passionate Coker went further, stating, “The great thing about New York and Canada’s relationship is we’re not new to one another; we have a long-term history, relationship, partnership, and connections. We’ve been through a lot together. I’m sure New Yorkers who were here in 9/11 recall countries (like Canada) reaching out, and (similarly for) Hurricane Sandy…

“So, the first thing I would lean into is, we have a relationship that doesn’t go away overnight. And the friendships and the memories the Canadians have of New York City don’t go away overnight.”

Listing “core values” that include diversity, equity, inclusion, innovation, partnership, and collaboration – words that “just roll off our tongue because it’s who we are every day,” Coker maintains, “that doesn’t change, despite who might head the country. It doesn’t matter. It doesn’t change who we are, and it doesn’t change our relationship with Canada, and other countries.

“Nothing about New York City has changed in the last three months, since Jan. 20 (inauguration). We are still the city that welcomes everyone. We are still the city where the Statue of Liberty represents everything that New Yorkers believe, feel, say, touch, and do everyday. We may talk fast, but we still give directions to anyone on the street, to anyone needing it. We still share our favourite pizza place and all of those familiar and comfortable things that Canadians will experience in New York City in other cities across the country.

“So, what we would ask of Canadians is, look beyond the words (of the president) and remember the relationships that we have, because the words that are being spoken don’t tell the picture of how much we value, appreciate, and support and respect Canadians.”

And while she noted that not every place in the U.S. may be as passionate about visitors as New York, she urged Canadians not to “make broad strokes about the country.”

“The reasons Canadians love us (in New York) haven’t changed,” she concluded. “And a visit to any city comes down to the people they encounter – and the people in New York City have not changed.”

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