Beyond Borders Tourism Coalition issues call to action

A group of eight Canadian and U.S. tourism associations have banded together to form the Beyond Borders Tourism Coalition and announcing that the new alliance is “committed to open borders, accessibility and safety” and recognizes “the tourism industry’s pivotal role in fostering vital economic stability & growth, cultural exchange, and environmental stewardship.”

Member associations of the coalition include:

• Adventure Travel Trade Association (ATTA)
• American Bus Association (ABA)
• Canadian Association of Tour Operators (CATO)
• Indigenous Tourism Association of Canada (ITAC)
• International Inbound Travel Association (IITA)
• National Tour Association (NTA)
• Student & Youth Travel Association (SYTA)
• United States Tour Operators Association (USTOA)

In its Call to Action, the Beyond Borders Tourism Coalition makes it clear that: “As we move into 2025, the industry faces a dynamic landscape of challenges and opportunities that call for innovative solutions and unified action.”

In a joint statement, the newly formed Coalition writes: “Current government trade and border crossing policies are creating an environment of instability in the travel sector, which is creating many hurdles. These challenges threaten not only the financial health of countless businesses but also the livelihoods of millions of workers who rely on a thriving tourism industry. Indigenous communities, which are increasingly benefiting from a growing demand for authentic cultural experiences, also face heightened risks as economic pressures mount.”

The statement continues: “Nowhere is this pressure greater than between Canada and the United States. Each country counts the other as its most significant trading and travel partner – with the recent declines impacting businesses and communities on both sides of the border.”
And the Coalition points out that: “This is especially true throughout Indigenous communities who remain connected through kinship and culture regardless of borders. The importance of sharing culture and place remains strong through Indigenous lands and people, who have also created an important Indigenous cultural tourism economy which is now facing negative impacts.”

Yet despite the challenges, the group says it is committed to working together as the Beyond Borders Tourism Coalition “to ensure we support tourism opportunities between our great countries.”

“We know that by committing to work together we bring our countries closer together. The elimination of barriers and easing of cross-border tourism is critical for revitalizing global tourism economies. Air and ground transportation facilitates integration into the global economy and generates trade, promotes tourism, and creates employment opportunities. Policies that simplify visa processes and enhance cross-border collaboration can foster economic growth while encouraging cultural exchange and understanding, helping dispel damaging stereotypes,” the Coalition states.

It also points out that: “The travel industry’s interconnected nature demands unified voices and actions to tackle shared challenges arising from the current unprecedented situation. Speaking with one voice amplifies our influence, ensuring we are not ignored.”

And it adds: “Tourism has the power to bridge borders, drive economic growth, link people together and champion environmental stewardship. By embracing collaboration and innovation, we must build a resilient future that benefits travelers and global communities. As a coalition of Canadian and US based associations, we stand together and united at a time when our economies and purchasing power are in turmoil.”

In its Call to Action, the Coalition makes it clear that: “We will leverage our collective resources to raise awareness among our members, policymakers and the public about the important work that needs to be done. Please share this message widely, including on social media, with your elected officials, partners and those in the hospitality sector, colleagues, customers, travellers. Together, we can ensure that our industry empowers safe, accessible, and enriching travel experiences for generations to come.”