"We get it": Meet the American who’s standing up for Canada-U.S. travel in Washington

In a time when political rhetoric travels faster than airplanes, Terry Dale is trying to bridge the divide.

As the president and CEO of the United States Tour Operators Association (USTOA), Dale was in Toronto this week for meetings and to promote a new initiative aimed at tackling one of the most pressing threats to North American tourism in recent years: the decline in travel from Canada to the U.S.

The initiative, announced on April 17, is the “Beyond Borders Coalition,” a partnership of top U.S. and Canadian travel organizations.

Its mission? To push back against the mounting economic and emotional consequences stemming from U.S. President Donald Trump’s controversial tariff policies and provocative political remarks—including the suggestion that Canada should become the 51st state.

And, more directly, to promote cross-border travel and strengthen ties between the U.S. and Canada.

READ MORE: Travel associations form coalition to promote cross-border tourism

The coalition says the current government trade and border crossing policies are creating “an environment of instability” in the travel sector.

These challenges threaten not only the financial health of countless businesses but also the livelihoods of millions of workers who rely on a thriving tourism industry.

Indigenous communities also face heightened risks as economic pressures mount, the group says.

READ MORE: Travel from Canada to U.S. took another hit in April: CBP, StatCan

Canadians have responded quickly to the tense political climate—and it's come at a high price. Newly-released data from U.S. Customs and Border Protection shows that travel from Canada to the U.S. fell by 15 per cent year-over-year in April.

Even more dramatic is the 35.2 per cent drop in Canadian automobile trips returning from the U.S., marking the fourth consecutive month of decline, according to Statistics Canada.

“We’re feeling it now,” Dale told PAX Thursday (May 15) in a sit-down interview at the Four Seasons Hotel, sharing an American perspective. “The declines are significant.”

There are economic consequences, but also emotional ones, he explained.

“When our partner Canada hurts, we hurt. I like to think of us as two countries, but one travel community. I don't think that is relayed enough. We get sound bites on cable news from elected officials, but within the travel community – this family – we understand why Canadians are upset. We get it.”

Feeling the strain

In his 15 years leading the USTOA—after prior roles as CEO of CLIA and at NYC & Company, New York City's tourism board—Dale has witnessed the ups and downs of global tourism, from 9/11 to the COVID-19 pandemic.

But the cross-border challenges of today are unique, he said.

“Words matter,” he said. “And we’re seeing the repercussions of words that have been expressed in the United States, which we regret. Now we live with those repercussions in the travel industry.”

For Dale and many of his Canadian counterparts, travel isn’t just a transaction—it’s one ecosystem. “It’s two countries, but one travel community,” he said. “When one part of that community hurts, the whole thing suffers.”

It’s one reason why Beyond Borders Coalition is gaining steam.

Born out of concern and necessity, the group includes the Adventure Travel Trade Association (ATTA), the Canadian Association of Tour Operators (CATO), the Indigenous Tourism Association of Canada (ITAC), and others.

“We felt it was necessary to bring the industry together,” Dale said. “I don't know too many industries, like the travel industry, that have the ability to bridge across governments and leaders and still collaborate.”

Politics, policy & practical steps

But political cooperation remains elusive. Dale is participating in a fly-in to Washington, D.C. from June 3-4, to join tourism leaders in meeting with regulatory bodies, senators, and members of Congress.

His message? That tariffs aren’t just damaging America’s brand—they’re threatening its bottom line.

“We have to make this a priority in our conversations with government,” Dale said. “When you're talking to elected officials, it's really about economics, job losses, revenue, taxes and reputation damage.”

The discussions are unfolding as the United States prepares to host several major sporting events in the coming years. The FIFA World Cup is coming. The Olympics are also coming.

“People will visit. They'll certainly be passionate about sports and their country's team, but will they feel that way about the host country? We'll see,” Dale said.

Uncertainty, but at what cost?

The uncertainty could prove costly. The World Travel & Tourism Council (WTTC) estimates the U.S. is on track to lose US$12.5 billion in travel revenue in 2025.

At least that’s the word on the street. Other projections have been even more dire.

“I've seen $12 billion, I've seen $90 billion,” Dale said. “There are a lot of numbers out there, but it will be significant. Will it be $90 billion? I hope not.”

Still, he maintains optimism—even if it’s tempered by realism. Based on his experience with the U.S. government, it can “take a decade” for something to actually get done.

Right now, it's about building momentum and getting the message out, he said. 

“We have to create a drum beat,” he said, “and that drum needs to get louder and louder.”

The political tightrope

Of course, rallying support across political lines in the U.S. is no easy feat—especially when addressing the “elephant in the room” – President Trump and his policies.

“The way in which you talk about it in front of a Democrat versus a Republican is going to be different,” Dale said. “It’s a challenge.”

READ MORE: U.S. on track to lose $12.5B in tourism revenue in 2025: WTTC

It’s a difficult scenario to navigate given the unpredictable nature of the Trump administration.

“Every U.S. state benefits from travel and tourism, so they understand the economics. But legislatively? It’s rare that anything actually moves forward. There's just no bipartisan cooperation,” he said.

What comes next?

As the coalition grows, so does its reach. From grassroots campaigns to boardroom strategies, Dale and his allies hope to lay the groundwork for long-term change.

But he acknowledges that the damage—whether it be economic or emotional—won’t be reversed overnight.

“This isn’t going to be short-term,” he said. “I think Canadians are pretty committed to their position. But when they’re ready, we'll be ready to receive them. We get it, we regret it, but we're here for our Canadian family.”

For Canadian travel advisors who have stopped selling the U.S. or have clients who are boycotting the country, Dale had this message: “Keep faith in your neighbours to the south.”

“When the time is right, we’ll be waiting with open arms,” he said.

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