Travel to the U.S. is down but not out: Takeaways from Discover America Canada AGM

Travel to the United States is down but not out.

Jackie Ennis of Brand USA – which promotes travel to the United States – told the Tuesday’s Discover America Canada annual general meeting in Toronto that “it’s been an interesting year” for travel to the United States, with Canadian visitations having fallen over disapproval by many in this country over U.S. President Donald Trump’s policies and behaviour toward this country.

But Ennis told her Toronto audience that millions of Canadians are continuing to visit the United States.

“We are very confident that there’s a strong travel desire,” said Ennis, vice president of global trade development for the destination marketing organization.

Discover America Canada Committee members were also told that Brand USA now has a Toronto-based trade manager for Canada, with Marion Certain being introduced to Discover America Canada members during the AGM. Certain is a native of France who has lived in Montreal and Vancouver, and Discover America Canada president Susan Webb said her association is “really thrilled” to have the bilingual Certain promoting the United States to Canadians.

The gathering was also told by Raina Williams of Expedia that the Iran war hasn’t prevented tourists from exploring the world.

“Obviously, there’s a lot of distress in the Middle East right now…,” said Williams, senior regional manager at Expedia Group Advertising. “There’s not a slowdown of travel. It’s a rerouting.”

Williams also said there remains considerable interest in visiting the United States among people in this country. “We are still seeing a lot of Canadians filling those planes [bound for the United States].” 

Internet searches about travel to the United States are rising, she added.

Williams said those promoting American destinations should remain visible in this market, even if they’ve seen falling numbers of Canadians, counselling them to “position your destination for tomorrow.”

She also said those representing American destinations should “think about what your recovery plan is going to be.”

Webb later welcomed the “positive indications” about interest in travel to the United States.