16th annual Discover America Canada Day welcomes 27 exhibitors
On Wed. Oct. 30, Discover America Canada welcomed travel industry professionals and members of the media to Toronto’s Arcadian Loft for the 17th annual Discover America Canada Day.
The morning began with opening remarks by Baxter Hunt, U.S. Consul General in Toronto, who began the role in October 2023.
“When Canadians travel to the U.S., they are deepening the people-to-people ties between our two countries, but they ar ealso contributing to the U.S. economy, and travel is big business for the United States,” Hunt said. According to Hunt, 22.7 million Canadians were expected to visit the U.S. this year, with combined travel spending expected to exceed $18.2 billion USD, “much of that supporting small businesses that rely on tourism for their livelihood.”
“Canadians are experienced U.S. travellers and they often visit multiple locations,” Hunt continued, noting that recent data shows that 45 per cent of Canadians travel to two or three cities per cent, while 11 per cent travel to four or more cities. “Canadians take advantage of the proximity and easy travel between our two nations and our U.S. destinations know it,” Hunt added.
The morning continued with a series of one-on-one meeting appointments between media and tourism board representatives to discuss news and updates from their respective destinations, followed by a lunch sponsored by Expedia Group Media Solutions.
During the lunch, guest speaker Raina Williams, vice-president, Expedia Group Media Solutions, provided an overview on key data findings from a recent survey, which highlighted travel trends and patterns regarding Canadian travellers, and former Toronto Blue Jays player Dalton Pompey made a guest appearance to discuss his sports career, as sports tourism continues to be a driving force of Canadian visitation to the U.S.
New and noteworthy
The U.S. is currently gearing up for the 100th anniversary of the famous Route 66, which presents a series of exciting road trip opportunities through national parks and attractions along the iconic highway.
“Flying to the U.S. has never been easier thanks to expanded routes to more destinations and easy customs processes,” Hunt said, noting that Canada has more direct non-stop flights to the U.S. than any other country, “and low-cost carriers have helped expand new routes to U.S. destinations. Pre-clearance programs have also helped to streamline the travel experience.
“CBB currently operates in eight Canadian airports, with newly announced plans with expansion to Billy Bishop Airport in downtown Toronto,” Hunt shared. “Pre-clearance at these airports enhances passenger convenience, allowing U.S. bound travellers to clear U.S. customs and immigration before takeoff. Travellers then by-pass inspections upon arrival in the U.S. and proceed directly to their destination or connecting flight.”
According to Hunt, once operational, the pre-clearance program at Billy Bishop “will enable direct routes to more U.S. airports like La Guardia, and this is in addition to the pre-clearance benefits of travelling through [Toronto] Pearson airport, which ranks among the top U.S. ports of entry with more than six million U.S. bound passengers annually.”
Sports tourism on the rise
Much like music fans are eager and willing to travel to see their favourite artists, sports tourism is one of the largest trends the U.S. is observing from Canadian visitors.
“Sports help connect our communities and they serve as a significant motivator for travel to the United States,” Hunt said. “According to the Sports Travel Road Game report, 42 per cent of Canadians are more likely to travel and see a game, rather than attend a game at home or in their closest sports city.”
Last year, Canada hosted its first-ever WNBA pre-season game, featuring the Chicago Sky and the Minnesota Lynx at the Scotiabank Arena, and Toronto was awarded a WNBA franchise. “We know that sports bring together people of all ages and backgrounds, and we know that the WNBA is experiencing exceptional growth,” Hunt said. “The U.S. mission to Canada is also committed to supporting professional women’s hockey league, which had a hugely successful inaugural season with franchises in Boston, Ottawa, Minneapolis, Montreal, New York and Toronto.”
Hunt also shared that the Professional Women’s Hockey League (PWHL) will continue to grow, and is expecting more franchise opportunities in the coming years.
Toronto and Vancouver will also be among the host cities selected for the 2026 FIFA World Cup games, along with 11 U.S. host cities, some of which were represented at Discover America Day Canada.
“Whether it’s to attend a sporting event, relax on the beach, hike a national park, or visit museums and cultural sites, Canadian travel to the United States continues to grow, and promoting that travel remains one of our top priorities for the U.S. mission,” Hunt concluded.
For more information on Discover America Canada, visit discoveramericacanada.org
