TIAC encourages Canadians to “embrace” domestic travel

TIAC is encouraging Canadians to spend their vacations in this country as the association warns that the current trade dispute between Canada and the United States may lead to a drop in tourists to this country from the critical U.S. market.

“As we navigate this evolving landscape, it’s important to remember the deep ties between Canada and the U.S. We are each other’s largest visitor markets, with 70% of our international visitors coming from the U.S. These connections are built on years of friendship and shared experiences, and we must continue to foster them,” TIAC president Beth Potter said in a statement.

“While we hope that recent developments do not deter Americans from visiting Canada, we encourage Canadians to embrace domestic travel, just as they did in the post-COVID recovery. Exploring our own backyard not only supports local economies but also strengthens our national tourism industry. Canada is open for business, and we are ready to welcome visitors from the U.S. and around the world with open arms.”

Potter warned that a 10% reduction in cross-border travel could result in a loss of 1.5 million U.S. visitors to this country and 2 million fewer Canadians visiting the US.

“The trade conflict’s impact is expected to be widespread, though region-specific effects are difficult to assess at this stage,” Potter said. “Anecdotal evidence suggests the potential for negative sentiment for cross-border travel.”

B.C. Premier David Eby has suggested that B.C. residents avoid travel to the United States if the U.S. administration imposes widespread tariffs on Canada that economists warn could be hugely punishing to the Canadian economy.

Earlier this month, TIAC was invited to participate in the federal government’s Canada-U.S. Summit, with Amy Butcher, TIAC’s vice president of stakeholder relations and engagement, joined other national tourism organization leaders.

This high-level summit brought together Canadian leaders across trade, business, industry, public policy, and organized labour to address Canada’s economic future and our relationship with our largest trading partner, longtime ally, and close friend, the United States.

Potter cited a number of initiatives TIAC is undertaking on behalf of association members, including:

• Measures tailored to the tourism industry and maintaining open communication to identify impacts and offer solutions.
• TIAC is advocating for its members at several tables, including the Canada-US Forum led by the Department of Finance.
• There may be a federal election soon, with ongoing discussions about an aid package using funds from the Fall Economic Statement.
• TIAC will discuss trade impacts during its regional roundtable series from March to June.
• TIAC will host a bi-weekly call with members to share updates and hear directly from them.
• TIAC is working on a new narrative for tourism messaging.
• Destination Canada continues strategic marketing efforts in the US to encourage US travellers to visit Canada. There is consensus from provincial marketing agencies and DMOs to continue efforts into the US for both leisure and business.