TORONTO — It’s a great time for Canada-U.S. relations, especially when it comes to tourism.
Brand USA’s Canada Connect event took place in Toronto over the past two days, bringing reps from no fewer than 30 U.S. destinations up to meet with Canadian suppliers and the trade media, for networking, product updates and more.
Yesterday at 1 King West Hotel in downtown Toronto, Travelweek met with reps from all 30 U.S.-based destinations, to find out what’s new and noteworthy, with an eye to passing the news on to travel advisors.
Organized by the Brand USA team, including Jackie Ennis, VP, Global Trade Development along with Casey Canevari, Senior Manager, Global Travel Development (Canada) and Katie Streater, Senior Coordinator, Global Trade Development, Canada Connect was well-organized, well-attended, and a lot of fun. The delegation is now on its way to Montreal.
The Canada Connect events come on the heels of the successful (and first ever) Brand USA MegaFam for Canadian agents, which took place earlier this spring.
Read on for all the ‘A-to-Z’ updates (or in this case, ‘Arizona to Wyoming’).
And enjoy selling the U.S. this summer and beyond!
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ARIZONA
Arizona “is a very familiar destination for Canadians but we’re still missing 30% recovery,” says Laura Nestenau, Account Director, Arizona Office of Tourism Canada. “Hopefully with the new flights we’ll be able to get there. Lift is good, with Air Canada and WestJet. We’re working together with the industry partners to push more product out to the consumers. A lot of Millennials and Gen Z still have to discover what Arizona has to offer.”
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AUSTIN, TX & FREDERICKSBURG, TX
“We are booming,” says Alison Lamell, Tourism Marketing Manager, Visit Austin. As the Live Music Capital of the World, Austin, TX is home to plenty of music festivals, from SXSW to the Austin City Limits Music Festival and many, many more. “There’s always something going on,” says Lamell, adding that Austin’s vibrant, quirky and welcoming vibe infuses everything the city does. There’s also a huge LGBTQ+ presence, plus the city is a big foodie destination.
Fredericksburg CVB’s VP Sales, Services & Strategic Alliances, Karen Mayo, says Fredericksburg has been named one of the top 10 must-see wine regions in the world, and with good reason. Fredericksburg is home to some 75 vineyards, plus 150 boutique shops, galleries and more. “We have three museums in town, including a Smithsonian,” says Mayo. “The city has an intimate vibe and is very walkable. We have a lot of short term rentals, plus all the major hotel chains are represented in town now.”
Austin and Fredericksburg make a great pair for visits: the two cities are just about a 90-minute drive apart.
Karyn Mayo with Fredericksburg CVB and Alison Lamell with Visit Austin
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CHICAGO
“Canadian numbers aren’t fully back for us yet but we’re getting close,” says Matthew Guillory, Director, Tourism and Global Development, Choose Chicago. “We’re investing heavily in Canada. We love Canadian visitors. They’re very smart, especially dealing with the dollar and what it is. In many big U.S. cities, the average daily rate [for hotels] is very high, but it’s not too bad in Chicago.
Chicago “is a laid-back big city,” he adds. “You can take your time and explore our neighbourhoods. We have 77!”
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DENVER
“Canada is our number one international market, we love Canadians, and we’d love to get more,” says Lisa Bruening, Senior Sales Manager, Tourism for Visit Denver. Not only is the city very walkable – the downtown core is about a mile across – it’s also home to all six professional sports teams, lots of art and culture, more than 150 breweries, plus wineries and culinary experiences and more.
Day trip options from Denver include Rocky Mountain National Park and Colorado Springs. “You can have the city experience in the evening, with lots of nightlife, and then do day trips out into the nature,” says Bruening.
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EL PASO, TX
“Texas starts in El Paso,” says Veronica Castro, Director of Tourism, Visit El Paso. The city, the sixth largest in Texas, is just 15 minutes away from New Mexico. “We’ve got wineries, we’ve got restaurants, plus we’re a very safe town,” says Castro. El Paso is also the gateway into Big Bend, home to Big Bend Ranch State Park, Big Bend National Park and more.
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FORT LAUDERDALE
Canada “is our number one market and we know that,” says Paul Mason, Senior Manager, Global Trade Development, Visit Lauderdale. The destination is all about inclusion, he adds. “We’re open to everyone. Live how you want to live, be who you want to be here. We accept everybody. Not do we want you here, we want you to be here as you are.”
Flight options abound. Back in March, FLL had 267 nonstop flights from Toronto and another 194 from Montreal Ottawa had 73 nonstop flights to FLL. From Toronto there are four airlines from Canada coming to FLL including Air Canada, WestJet, Flair and Porter. New hotels include Aloft Hotel by Marriott and Dolce by Wyndham. And looking ahead, Whitfield on Las Olas will open in 2025, plus the 801-room Omni Hotel attached to the convention centre and port is due to open in late 2025 as well.
Visit Lauderdale’s Paul Mason
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FORT MYERS, FL
Charm Evans, Global Sales Manager, and Jeanette Faria, Account Manager – Canada for Fort Myers – Islands, Beaches & Neighborhoods, say off season is a great time to come to Fort Myers, Florida. “I think the fall is amazing, and also May and June,” says Faria.
Fort Myers Beach celebrated the grand opening of Margaritaville Beach Resort in December 2023. For flights, this past winter Fort Myers had Porter flying seasonal daily flights, and starting even earlier this year, Porter will be back as of October 2024. Meanwhile Fort Myers also enjoys daily year-round service with Air Canada and WestJet. “We have a lot of lift, and for tour operators, everyone’s got product,” says Faria.
Upcoming events include the ever-popular Island Hopper Songwriter Fest, taking place Sept. 20 – 29.
Jeanette Faria and Charm Evans, representing Fort Myers
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GRAPEVINE, TX
“Grapevine is ‘Vintage Texas’,” says Heather Egan, Director of Leisure & International Sales with the Grapevine CVB. Located in northern Texas, Grapevine is right between Dallas and Ft. Worth – “so when you fly into DFW, you’re already in Grapevine,” says Egan.
She adds: “We like to think of Grapevine as ‘Hometown, USA’. We’re a small town with all the big city amenities. And tourism is our number one industry, so we’re a very friendly and welcoming town.”
Gaylord Texan Resort & Convention Center, the biggest resort in Texas, is in Grapevine. “We get lots of convention business, and leisure travel,” says Egan. “We’re also a huge Christmas destination, we’re the Christmas Capital of Texas, with more than 1,400 events over 40 days.”
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HOUSTON
Canada is Houston’s second largest international market. “We want to get into the Canadian market, we haven’t had the trade presence that we should have as the 4th largest city in USA. We’re opening our eyes way more to the Canadian market this year,” says Laura Haces, Senior Manager, Product Development, Visit Houston.
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KISSIMMEE
Kissimmee has become known as the ‘Vacation Home Capital of the World’, and what’s better, this is commissionable product for agents.
As Yinglu Tian, Sr. Director of International & Domestic Sales, Experience Kissimmee, reports, “Canada has been really great for us. In the past two years Canada has out-performed the UK, ever since the restrictions lifted. And the trade here is fabulous to work with.”
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LOS ANGELES
Crystal Atkinson, Global Tourism Development Manager for the Los Angeles Tourism & Convention Bureau, will be overseeing the Canadian market. She joined up in September 2023 and hit the ground running with plans for IPW 2024, which just took place in L.A. last month.
Says Atkinson: “We’re highlighting arts and culture this year, that’s huge for us. ‘Art & Science Collide’ will feature 800+ artists at 60+ institutions and venues.” More information is at PST.art. Also on L.A.’s calendar: Super Bowl 2027, and the Olympics in 2028.
LOUISIANA
Louisiana is celebrating ‘The Year of Music 2024’, and that will be followed by more themed celebrations in the years to come, says Joanne Scalamongna, Louisiana Office of Tourism – Canada rep.
With new branding as ‘Explore Louisiana’, the organization is highlighting its five pillars – music, food, culture, outdoor, history – over five years. Louisiana of course is world-famous for its music scene, offering visitors everything from jazz and blues to Cajun, zydeco and even ‘swamp pop’. “It’s a cross between country and Cajun, a really unique sound,” says Scalamogna.
She adds: “We are culturally unique. We embrace the unique cultures that make us authentically Louisiana.” The Canadian market is still the number one source of international visitors for the state. Tour operators selling Louisiana include ACV and TravelBrands, Royal Scenic, Sunspots, and more. “We work with all of them,” says Scalamogna.
Also important to note: for cruise clients, think New Orleans. “We’ve got lots of cruises sailing in and out of the port of New Orleans,” says Scalamogna. “It’s a great way to get clients to experience Louisiana with pre and post-cruise stays. Royal Caribbean, NCL, Carnival, Disney Cruise Line, they all offer sailings out of New Orleans.” Coupons for cruise clients available exclusively to travel professionals can be downloaded from NewOrleans.com, she adds.
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MINNESOTA
Canadian visits to Minnesota are back up to pre-pandemic levels, with Manitoba serving as a big feeder market, plus there’s lots of interest from Saskatchewan travellers, say Jen Schak, Market Development Manager and Kathryn Sutton, Deputy Director, Marketing with Explore Minnesota.
For flights, Canadian gateways into Minneapolis (MSP) include Calgary (Delta), Edmonton (WestJet), Montreal (Delta and Air Canada), Regina (WestJet), Saskatoon (WestJet), Toronto (Delta and Air Canada), Winnipeg (Delta) and Vancouver (Delta and Sun Country).
The birthplace of both Prince and Bob Dylan, Minnesota draws its share of music fans. Explore Minnesota is also promoting luxury and experiential travel. A popular fly/drive itinerary along the Great Lakes starts in Minnesota and then heads down to Wisconsin and Illinois.
Jen Schak and Kathryn Sutton with Explore Minnesota
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NASHVILLE, TN
Talk about buzz destinations: Nashville’s popularity has skyrocketed in recent years. The good news for travellers is that the situation is stabilizing and it’s easier to get hotel rooms. “We’ve had a 50% increase in hotel supply in past 10 years,” says Laurel Bennett, SVP, Tourism Sales for Visit Music City. Plus, she adds, while previously room rates were high and availability was low, “things are loosening up a bit now that Americans are travelling abroad.”
Bennett says she’s happy with the number of flights from Canada into Nashville. “We have great lift into Canada. We always had the drive market, especially from Ontario. Now that we have flights into six of the major Canadian cities, we’re seeing a huge influx. Flights operate from Toronto, Montreal, Vancouver, Calgary, Edmonton and Winnipeg with Air Canada, WestJet and Flair. Canada is our biggest international market. We had Toronto and Montreal pre-pandemic, and the other cities post-pandemic.”
Nashville has 180+ live music venues around the city, plus there’s an emphasis on fashion, arts and culture too. “We also promote getting out of the city centre, to the neighbourhoods, where you can immerse yourself more in the local culture,” says Bennett. South of Nashville, Franklin, TN is a great option for a day trip.
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NEW YORK STATE & ROCHESTER, NY
Rochester has a lot going for it, from the very family-friendly Strong National Museum of Play, to the George Eastman Museum, to plenty of opportunities for outdoor recreation, says Diana Keating, Vice President of Marketing, Visit Rochester.
The third largest city in New York State, Rochester is also “the front door to the Finger Lakes wine-producing region. And we make for a great hub-and-spoke for going down to Corning, NY,” says Keating.
Markly Wilson, Director, International Marketing, New York State Division of Tourism, was also on hand at yesterday’s Canada Connect event to spread the I LOVE NY message.
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OREGON
Oregon is heaven for outdoor enthusiasts, by day or by night as it turns out. A section of southeastern Oregon now lays claim to the largest International Dark Sky Sanctuary of the world. Stargazers delight in the nightly natural displays in the ‘Oregon Outback’. Other highlights in the state include Crater Lake National Park, 500+ wineries and everything from whale watching to kayaking to fishing, say Travel Oregon’s Thomas Moser, Global Sales Manager and Greg Eckart, Director, Global Sales.
Travel Oregon’s Greg Eckart and Thomas Moser
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PHILADELPHIA
The Canadian market is strong for Philadelphia, and that’s thanks in part to the work of Philadelphia’s rep in the Canadian market, LMA Communications’ Jerry Grymek. “We’re in contact every day,” says Annie Jirapatnakul, Global Tourism Sales & Services Manager, Philadelphia CVB, noting events that took place for the trade in April in both Toronto and Montreal.
She adds: “We would love to host more Canadians. For 2023 we welcomed just over half a million Canadian visitors, and mostly from eastern Canada.” In addition to existing flights from Toronto, Montreal and Halifax (seasonal), a new daily route from Quebec City to Philadelphia with American Airlines runs June through October (with twice daily flights in high season).
The challenge, says Jirapatnakul, is that visitors don’t know how much time to spend in Philadelphia. “They tend to combine us with other destinations,” she says. “Meanwhile we have enough to do for an entire weekend. It’s a multi-night stay destination. Philadelphia is also more affordable than many of its big city neighbours, she adds. That said, for anyone combining a visit to Philadelphia with time in NYC and/or Washington DC, the train “is a great way to do these cities,” says Jirapatnakul. “You don’t have to deal with traffic, there’s WiFi, and it’s convenient. You can explore the whole northeast corridor on Amtrak.”
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PORTLAND
The Ritz-Carlton, Portland is just one of many hotels to open in Oregon’s largest city, with more on the way, says Josie Ratnayake, Tourism Manager, Travel Portland. CASCADA Spa and Hotel is set to open this summer in the city’s Alberta Arts District, ‘a really charming and quaint neighbourhood,” notes Ratnayake. The new property is all about wellness and sustainability, with a three-storey spa and indoor thermal hot springs.
Lift is good, she adds, with three nonstop flights from Canada: from Calgary with WestJet, and from Toronto and Vancouver with Air Canada. “So in terms of connectivity, we’ve got it,” says Ratnayake. “We’re looking to do more in eastern Canada. From Vancouver, we’re really well known, and it’s also a drive market. Now we’re asking, how can we expand our reach?”
For visitors, the tax-free shopping is a boon, especially these days. “I feel like it’s affordable. Top tier destinations in the USA can be quite spendy. For the quality you get, we’re quite affordable. Plus we’re a metropolitan city but the mountain is just an hour and a half away,” says Ratnayake.
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PUERTO RICO
Puerto Rico offers eco-tourism, gastronomy, and so much more, says Francisco Blanch, Leisure Sales Director, Discover Puerto Rico. Plus, “visitors can confidently travel around the island, they don’t need to stay just in their resort. They can spend the day at any of our 300 beaches, see fantastic cave systems, see the rainforest and be welcomed by some of the most hospitable people in the Caribbean.”
Flights operate November through April nonstop from Montreal and Toronto with Air Canada and WestJet, he adds.
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SEATTLE
Canadian visits to Seattle are just about on par with pre-pandemic levels, says Caitlyn Shearer, Tourism Manager, Visit Seattle. “For lift, we’ve got Vancouver, Victoria, Edmonton, Calgary, Kelowna, Toronto and Montreal, with Air Canada, WestJet and Alaska Airlines,” Shearer tells Travelweek.
Plus, just over 50% of Alaska cruises sail out of Seattle. “We have the Perks Pass for Alaska-bound cruise passengers, with deals and discounts on local attractions, dining and more,” says Shearer.
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SONOMA COUNTY
Sonoma County is wine country, with 425+ vineyards. It’s also home to 80 kilometres of coastline, says Percy Stevens, Director, Travel Trade, Sonoma County Tourism. “We have redwoods, we have rivers … what sets us apart is our geography,” says Stevens. “Plus, the food scene is out of this world. From Michelin-starred restaurants to food trucks, we have it all. And for accommodation, we have everything from motels to high-end luxury. We’re a lot more laidback than some of our other neighbouring wine destinations, and a little less commercial.”
Stevens adds that Sonoma County gets travellers “from all over” Canada. “We have truly great connections from all Canadian cities,” he says, citing WestJet and Air Canada, plus Porter’s flights into San Francisco.
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SOUTH DAKOTA & SIOUX FALLS
South Dakota is “an outdoor paradise, that’s what most people come for, and then they discover our hidden gems,” say Kyler Flock, Global Travel & Trade Representative, Travel South Dakota, joined yesterday by Jackie Wentworth, Sales Manager with Experience Sioux Falls.
A popular way for international visitors especially to see South Dakota is as part of a multi-state itinerary with Montana, Idaho and North Dakota. In addition to Sioux Falls, the state is home to Mount Rushmore National Memorial, Crazy Horse, the Ingalls Homestead and Custer State Park. And since South Dakota is home to nine different sovereign nations, there are plenty of opportunities to experience Indigenous culture, especially in the centre of the state.
Jackie Wentworth with Experience Sioux Falls, and Jim Wollenburg with the Wyoming Office of Tourism
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ST. PETE / CLEARWATER
A new JW Marriott has opened on Clearwater Beach, plus travellers can also check out The Hiatus Clearwater Beach, Curio Collection by Hilton, another new property and one with a rooftop pool and balconies and views for every room. “Every new hotel that’s being built with us is upscale,” says Darryl Boggess, Leisure Travel Sales Manager, Visit St. Pete Clearwater.
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TOURISM EXCHANGE USA
Tourism Exchange USA aims to put U.S. tourism suppliers of all sizes on the map, “to make sure they get exposure,” says Jayne Stones, Strategic Partnerships Manager, Tourism Exchange USA. Good news for agents: all product posted on the trade portal is commissionable.
TourismExchangeUSA.com/Get-Connected
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TRAVEL TEXAS
Texas is on the cusp of welcoming half a million Canadian visitors, and that makes Debra Bustos, Marketing Specialist – North America, Travel Texas and Colin Wood, Account Director, Travel Texas, very happy. Plus, “projected growth over the next several years is considerable,” says Wood. “It’s really interesting, it’s becoming a much more compelling destination for Canadians. It’s a testament to Debra and her team for getting the word out. Once you learn more about the history, the culture, the culinary scene, the golf, the beaches … once you start to tell the stories, I think people say ‘oh, I’m going to give Texas a second look.’”
Direct flights into Texas are available from Calgary, Montreal, Toronto and Vancouver with Air Canada, WestJet, American Airlines and United. A new seasonal route from Air Canada linking Montreal and Austin just started last month. “Quebec market represents such a growth opportunity for Texas,” says Wood.
Debra Bustos and Colin Wood representing Travel Texas
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UNIVERSAL ORLANDO
Universal’s most ambitious theme park yet and its fourth overall, Universal Epic Universe will feature more than 50 attractions, entertainment, dining and shopping experiences, transforming the resort into a week-long vacation destination for guests. The highly anticipated new theme park is set to open in 2025.
Celestial Park is the heart of Universal Epic Universe and the first world guests will encounter upon arrival. Four additional worlds of Epic Universe, include The Wizarding World of Harry Potter – Ministry of Magic; Super Nintendo World; How to Train Your Dragon – Isle of Berk; and Dark Universe.
Tony Goodmann, Sr. Director Destination Sales, Universal Orlando Resort, tells Travelweek that details about the ticketing and official opening date for Universal Epic Universe will be announced this fall.
Universal Orlando Resort’s Tony Goodmann
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U.S. VIRGIN ISLANDS
Shana C. Whyte, Acting Director of Sales, US Virgin Islands Dept. of Tourism, and her team are working hard to re-establish direct lift between Canada and USVI. That will help keep the destination top of mind with agents, and consumers. “And while there may not be direct service at this time, there are lots of ways to get to USVI,” says Whyte, including flights through Miami, Atlanta, NYC and many more.
Adds Whyte: “The more that we can educate the agents, the more they can recommend us to clients. It’s about asking the right questions, so they know which island to recommend.”
VisitUSVI.com
Shana C. Whyte and Phillina Pemberton with the USVI Dept. of Tourism
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VIRIGINIA
Both Hard Rock and Caesars are coming into Virginia, with new casino resorts, says Brigitte Bélanger-Warner, Canadian Media Relations & Marketing Specialist, Virginia Tourism Corporation. More hotel news includes a new Moxy property newly opened in Virginia Beach. “While close to 85% of our market is drive market, many travellers still rely on agents for drive holidays to Virginia,” says Bélanger-Warner. Plus, flying to Virginia is easy, as Dulles (IAD) and Reagan (DCA) are both in Virginia.
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WASHINGTON DC
Visitation to Washington DC has topped 2019 levels, says Lindsay Hill, Associated Director, Visitor Experience & Group Tour, Destination DC. The capital city is a haven for sports fans, theatre buffs, history enthusiasts, foodies and so many more.
“We’re a small town that became a big city,” says Hill, explaining Washington DC’s vibe. Visitors will no doubt flock to the Smithsonian National Zoological Park (known as the National Zoo) now that it’s getting two giant pandas by the end of 2024.
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WYOMING
For first timers to Wyoming, it’s the national parks and monuments that are on the radar, especially Grand Teton National Park, and Yellowstone National Park, say Jim Wollenburg, Wyoming Office of Tourism and Shawn Parker, Executive Director, Sheridan Travel & Tourism.
“Outside of that, we’re trying to get people to take more time on their trip, to stay on a dude ranch, soak in a hot springs, dig for fossils, be open to Wyoming mentality, get out of your comfort zone,” says Parker, who is a Canadian now living in and representing Sheridan County.
Jackson Hole has always been an attraction for Wyoming visitors, for skiing and year round outdoor adventure. Plus, “we’re the start of the Rocky Mountains.”
For more information about travel to the U.S. see VisitTheUSA.ca.
