Louisiana Doubles Down on Canada

Louisiana’s tourism leaders rolled into Canada last night with a clear message: Canadians are family.

On this three-city whistle-stop tour that kicked off in Ruth’s Chris Steakhouse with a full house of travel trade and media in Toronto (Montreal and Quebec City to follow)—Lt. Governor Billy Nungesser and a spirited delegation of 20 representatives from nine Louisiana parish regions delivered fresh updates, quirky new trails, and a heartfelt reminder that Louisiana continues to regard Canada as a leading international market.  Historically, Canada has been the state’s top source market—even as visitation has softened recently.

The sales mission wasn’t just about selling Louisiana—it was about deepening bonds with travel advisors who can turn those stories into bookings.

“Canada is our most important friend, our most important ally,” Nungesser told Canadian Travel Press.  “Over 30 years ago, I partnered with PTI Services out of Edmonton, and I’ve considered Canadians family ever since. When you leave Louisiana, you leave with a friend for life.”

Canadian Arrivals

The mission carried an important message for the travel trade: despite recent dips in Canadian arrivals to the United States, Louisiana remains steadfast in its welcome.

“Canada is our number one international market,” said Marie Stagg, Global Sales Manager with Visit Baton Rouge. “We’re so excited to still have Canadian visitors there, and we’re here to remind you—we love you, and we’re ready to help whenever your clients are ready to come.”

Canadian visitation may be softer than pre-pandemic peaks, but optimism runs high. As one DMO rep noted, “Travel is cyclical, not forever. The need and urge to see the world always comes back.”

 Year of the Outdoors – 2026

Louisiana is already planning ahead. Mark January 2026 in your trade calendars: the state will launch its official “Year of the Outdoors.” Think birding and photography tours in Jungle Gardens on Avery Island (home to the famous Tabasco factory), swamp paddles in St. Martin Parish, and glamping under the stars in Lake Charles. “It’s camping, but not exactly,” laughed Kaitlyn Gallegos, Director of Global Sales with Visit Lake Charles. “We’ve got luxury tents, RVs you don’t have to drive, even a houseboat with a private chef.”

Festivals will also headline the outdoor story. From Chuck Fest in Lake Charles—a marathon of music, art, and food running until 1 a.m.—to Lafayette’s seven-day-a-week live Cajun beats, agents can package authentic experiences that blend culture and fresh air seamlessly.

New Trails, New Tales

Product development is in full swing across the state, offering travel advisors fresh itineraries to sell. In Lafayette, a brand-new Po’boy Trail celebrates Louisiana’s iconic sandwich in all its regional flavours. Over in the River Parishes, the Andouille Trail, Bonfire Country, and the newly minted “Perique Tobacco Trail”—featuring a rare tobacco grown only in St. James Parish—add rich cultural flavour.

Heritage storytelling also gets the spotlight. Avoyelles Parish will commemorate the 173rd anniversary of Solomon Northup’s emancipation (https://snccw.com/project/)—of 12 Years a Slave fame—with a bronze statue dedication on January 4, 2026. As locals proudly note, “Canada played a role in his freedom.” That Canadian connection gives travel advisors an evocative talking point for history-minded clients.

Hotels, Music, and Quirky Surprises

Luxury clients won’t be left out. In New Orleans, Caesars has rebranded Harrah’s into a full hotel-casino, MICHELIN Keys are shining on several new hotels, and a Fairmont property will soon return to Canal Street. In Lafayette, the 83-room Hotel Lafayette is slated for late 2026, a themed boutique property in the heart of downtown.

And then there are the quirky details agents can use to spark client curiosity: drive-through daiquiri stands, Elvis Presley’s breakout at Shreveport’s Municipal Auditorium, and live alligators lounging outside the Paragon Casino Resort lobby in Marksville. “We brought the bayou inside,” laughed Wilbert Carmouche, Executive Director of Avoyelles Centre de la Louisiane.

Rail Revival and Beyond

For FIT and group clients craving something different, Amtrak has launched the Mardi Gras train between New Orleans and Mobile, Alabama—complete with locally curated food on board. “It’s stress-free, scenic, and demand has been so strong they added another car,” revealed Rachel Funel with New Orleans and Company. Rail, paired with pre- and post-cruise packages, opens new possibilities for the Canadian market.

Message to the Trade

What’s the takeaway for Canadian advisors? “There’s just a lot of exciting new things going on in Louisiana,” said Jennifer Berthelot, Director of Communications, Louisiana Office of Tourism. “We want to make sure travel agents have the latest and greatest so their clients are excited to come.”

Lt. Gov. Nungesser summed it up best: “Everywhere I go in Louisiana, I tell our people—go to Canada, meet Canadians, and bring them back as friends. And when Canadians come to Louisiana, we promise you’ll eat like royalty, dance until dawn, and take home memories that keep you coming back.”

For Canadian travel trade and advisers, Louisiana is open. It’s innovating, storytelling, and serving up more product than ever before. The gumbo pot is full, and the invitation is clear: come hungry, come curious, and bring your clients along for the ride.

For trade inquiries about Louisiana Tourism, contact Access Travel Showcase [email protected] or [email protected].