Arizona and Tucson bring a message of friendship to their Canadian trade partners

The Arizona Office of Tourism (AOT) and Visit Tucson hosted a relaxed, conversational evening at El Catrin Destileria in Toronto’s Distillery District this week.

When she was asked what the AOT’s and Visit Tucson’s late February visit was all about, the AOT’s Marjorie Magnusson responded by making a heart with her hands before telling Travel Press Today (TPT) that it was to deliver a simple message: “We cherish the friendships we have in Canada.”

It was a heartfelt demonstration of friendship that comes as relations between Canada and the U.S. are strained as the new U.S. administration threatens to impose tariffs on Canada and Donald Trump continues to make comments about Canada becoming the 51st state. Those threats and comments have galvanized Canadians to both buy Canadian and to reconsider their plans to travel  to the U.S.

For tourism practitioners, it makes for a difficult situation, but Magnusson addressed the situation head on, pointing out that the AOT and its partners have been coming to Canada for years to promote what it has to offer Canadian visitors, and she made it clear that the AOT and its partners would be there for its Canadian travel trade partners and friends going forward.

That said, she also told TPT that the AOT would be “pausing” its marketing, specifically advertising, efforts in Canada in light of the current situation. How long that pause will last is yet to be determined.

Canada ranks as Arizona’s second largest market behind Mexico. In 2023, based on the latest statistics, Arizona welcomed 822,500 Canadian visitors who came to the state for a number of reasons. Some owned second homes, while others came to golf on its championship courses; still others visited for Arizona’s spa and wellness options, shopping, history, culture, the Grand Canyon and a whole lot more.

Visit Tucson’s Mo Olivas talked about the importance of Canada to her destination, noting that Tucson gets a lot of visitors from Western Canada, with Vancouver and Toronto being key Canadian source markets. And she said that a lot of Tucson’s Canadian business is drive traffic.

Snowbirds, families, couples, multi-generational and solo travellers are key market segments for Tucson, with Olivas telling TPT that Tucson has always attracted Snowbirds, but now things are skewing a little younger, with those younger travellers drawn to Tucson for its arts scene.

That probably shouldn’t be a surprise, when considered in the context of Olivas’ description of Tucson as “artsy, independent” and having a small-town vibe – perfect for a younger demographic.

Big news from Tucson for 2025 is that the city – Arizona’s second largest – will be celebrating its 250th anniversary in August, with a host of celebrations planned throughout the year.

Another bit of news of note is that Tucson has just launched an Astro Trail. The city has earned a global reputation for its exceptionally dark skies, minimal light pollution, and unique variety of astronomical attractions, drawing stargazers, researchers and the curious from around the world.

For all the details on Tucson’s Astro Trail, check out https://www.visittucson.org/plan-your-visit/maps-and-guides/astro-trail/ .

For more on Arizona, go to www.visitarizona.com or www.tourism.az.gov , while for more on Tucson, check out www.VisitTucson.org …

In the photo

Seen here, from l to r, are Kirk D’Souza of Reach Global Marketing with Marjorie Magnusson of the Arizona Office of Tourism and Mo Olivas of Visit Tucson.