TORONTO — Travel advisors have always been a big part of the Arizona Office of Tourism’s strategy here in Canada.

Now the AOT needs Canadian agents more than ever, as it works to get visitation from this market back up to pre-pandemic levels.

Agents got the message at last night’s trade event at Sassafraz in Toronto’s Yorkville neighbourhood. Despite the blustery weather, agents came out in droves to hear about the sunshine, culture, iconic scenery and more in the Grand Canyon State.

A strong turnout for the Explore Arizona reception at Sassafraz in Toronto

There was talk of fams too. “There’s nothing like being there, experiencing it and sharing that experience with your clients,” said Laura Nesteanu, Managing Director Canada for GMS, adding, “let’s take it to the next level.”

Arizona appointed GMS in fall 2023 to spearhead marketing efforts in Canada. Arizona also has representation with Reach Global.

Also in attendance for Arizona’s Canada Sales Mission ’24 was Joanna Tejeda, Senior Travel Industry Marketing Manager, Arizona Office of Tourism.

Speaking with Travelweek earlier this week, Tejeda said: “Canada is a really important market for Arizona, it’s our #2 international market so it’s very important that we keep a presence here and keep everyone updated on what’s going on in Arizona so that we can keep awareness up throughout the year for

Canadians.”

Tejeda said events like last night’s Explore Arizona reception serve to strengthen the AOT’s trade relationships with retail agencies, consortia and home-based agents as well as airlines, tour operators.

“Our objective is to have nationwide reach and work closely with travel agents to make sure that we increase our presence, brand awareness and also sales through this important channel,” said Tejeda.

TRAVEL AGENT TOOLS

Also speaking with Travelweek earlier this week, GMS’s Nesteanu says that one of Arizona’s top priorities for 2024 is to strengthen partnerships with travel agents.

“As we know, after the pandemic most consumers are now relying a lot on travel agents. We know that that percentage has increased due to the personalized attention and service they provide. So it’s very important for us to work closely with them on a daily basis to make sure we reach consumers through these partnerships,” said Nesteanu.

Arizona’s suite of agent tools and resources includes the Arizona Specialist program, launched last year. Agents can complete the course at their leisure in order to be certified as an official Arizona specialist. Other resources at their disposal include webinars, a monthly newsletter and fams.

Nesteanu also notes that the Arizona Office of Tourism also provided training with key travel agencies in Toronto and Vancouver, including Direct Travel and Flight Centre, during its recent sales mission.

Grand Canyon National Park South Rim (photo courtesy Ji Rui)

CANADA FLIGHTS & POSSIBLE NEW LIFT

Calling the pandemic a game-changer, Tejeda tells Travelweek that recovery has been slow

going, with Canadian visitation peaking at just over 300,000 in 2023, far below the record breaking numbers in 2019, with close to one million visitors. This has largely been due to a drop in airlift, however, 2024 is looking promising with multiple options for Canadians.

“Air Canada has added lots of frequencies for the summer out of Ontario and Montreal into

Arizona, and on the west side also from Vancouver and Calgary,” says Nesteanu.

“We’ve been working hand in hand with airline partners to make sure that we have a stronger presence in Canada.”

Daily flights are available with Air Canada between Toronto-Phoenix, and twice-daily service between Vancouver-Phoenix. Flair offers 4x/weekly service between Edmonton-Phoenix and Vancouver-Phoenix, while WestJet offers three daily flights between Calgary-Phoenix and two daily flights between Edmonton and Vancouver to Phoenix.

Nesteanu also hints at a possible additional airline flying out of Canada into Phoenix later this year.

“We’re having conversations and nothing’s been made official yet, but we’re hoping to have something to announce in the second part of 2024,” she says. “We’re doing everything on our side to negotiate and we’re really hoping that it will have a huge impact and help increase numbers back to what they were previous to the pandemic.”

WHAT’S NEW IN ARIZONA

Arizona is set to welcome its largest hotel to date this year in Glendale – VAI Resort.

Considered a desert oasis and situated on a man-made island, VAI offers 1,100 rooms across four hotel towers, a six-acre swimming pool, private cabanas, white sand beaches, 10 bars, 13 deluxe restaurants and a shopping corridor. It’s also associated with Mattel Adventure Park, opening this year in Glendale as the first-ever Mattel-branded theme park. Here, guests of all ages can join Barbie at the Barbie Beach House, go go-karting at the Hot Wheels track and ride the Hot Wheels Boneshaker rollercoaster.

VAI Resort (photo credit VAI Resort)

Other new hotels debuting in 2024 include The Ritz-Carlton Paradise Valley, The Palmeraie,

featuring a world-class spa and specialty dining, located adjacent to The Palmeraie Shops.

Just opened in February is Caesars Republic Scottsdale, the first non-gaming hotel from Caesars Entertainment in the U.S., located near Scottsdale Fashion Square and featuring two new dining concepts by celebrity chef Giada De Laurentiis.

And opening in late 2024 following a US$110 renovation will be the Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch, which will be rebranded as the Grand Hyatt Scottsdale Resort & Spa, making it the first Grand Hyatt property in Arizona. Top selling points include newly renovated guestrooms, pools, a spa, fitness centre and event spaces.

Outdoor enthusiasts should also note the opening of Rockin’ River Ranch State Park in Camp Verde, Arizona’s newest state park where hiking, kayaking and fishing opportunities abound.

After visiting this day-use-only park, visitors can explore the surrounding Verde Valley including Montezuma Castle National Monument and area wineries.

For more information about travel to Arizona go to visitarizona.com.

Barbie Beach House, Mattel Adventure Park (photo credit Mattel Adventure Park)

Main Photo: Reach Global Marketing’s Kirk Dsouza; Joanna Tejeda, Senior Travel Industry Marketing Manager, Arizona Office of Tourism; and Laura Nesteanu, Managing Director Canada for GMS