Brand USA's Canada Connect sparks new opportunities

Yesterday (June 4), Brand USA launched its first-ever Canada Connect event at The Vault Room in downtown Toronto’s One King West hotel.

This gathering brought together Canadian buyers, including tour operators, airlines, and online travel agencies, with representatives from 37 U.S. destinations, attractions, and products, sparking new opportunities and collaborations.

The event format will continue this week in Montreal (June 5) and Calgary (June 6).

During an interview with PAX, Jackie Ennis, Brand USA's vice president of global trade development explained the importance of Canada Connect, emphasizing the need for U.S. participants to understand the Canadian travel landscape including the general economic picture of Canada, why Canadians travel, their preferences and how they view the United States.

She noted that Canada is the number one source market for inbound U.S. travel, with nearly 21 million Canadians visiting the United States in 2023, an increase of 44 per cent from the previous year, with a total spend of $18 billion and averaging $879 per person per stay.

By participating in Canada Connect, Ennis shared that U.S.-based participants will have the opportunity to bridge the gap in their understanding of the Canadian industry to better collaborate with Canadian buyers.

Ennis reiterated Brand USA’s commitment to the Canadian market, stating, “We don’t want to ever take the Canadian traveller for granted.”

Positive outlook for U.S. inbound travel

As Brand USA shared with PAX, U.S. inbound travel is on track to surpass pre-pandemic levels by 2025, according to February 2024 data from the International Trade Administration (ITA) and the National Travel and Tourism Office (NTTO).

According to the Conference Board of Canada's Outbound Canada Market Overview report, Canadians' outbound travel intentions have returned to normal levels.

In keeping with the 2018 and 2019 trends, 73 per cent of respondents plan an overnight trip, and 13 per cent plan an outbound trip.

While there's still an overall travel gap, outbound intentions are stronger than domestic.

Many destinations benefitted significantly from seasonality and pent-up travel demand.

The U.S. and Europe both saw a 102 per cent increase in travel, while Latin America experienced a 99 per cent rise.

The Asia-Pacific (APAC) region also benefitted, with a 73 per cent increase in travel activity.

Canadian travellers heading to the U.S.

Ennis shared that an estimated 1 million additional Canadian visitors to the United States is anticipated over the next three years, an average growth of 5 per cent for 2024 to 2027.

This summer, nearly half (46 per cent) of outbound Canadian travellers are heading to the U.S. with 60 per cent coming from Ontario and Quebec.

The primary age group, 35-54, makes up 40 per cent of these travellers. Travel companions vary, with half journeying with their partner or other adults, while a quarter travel with children.

The majority (80 per cent) have taken at least one outbound trip in the past two years. Despite rising fuel costs, 50 per cent plan to drive to their U.S. destinations, up from 38 per cent in 2019.

When it comes to accommodation, 60 per cent prefer hotels or resorts and 29 per cent choose private homes or rental units.

Key trip motivators for transborder travellers

For 37 per cent of respondents, the main reason for travel is to spend time with family and friends.

Close behind, 34 per cent are influenced by the type of vacation experience offered, while 29 per cent are drawn by the availability of activities and attractions.

Favourable weather is a key factor for 28 per cent of travellers, and 25 per cent are motivated by good value or the availability of special deals.

U.S. exhibitor highlights

PAX met with all U.S. exhibitors at Canada Connect, bringing highlights from a few of these participants:

Experience Kissimmee

Located in Florida's Osceola County, just south of Orlando, Kissimmee is minutes away from Universal Orlando Resort and Walt Disney World Resort. 

Yinglu Tian, senior director of international and domestic sales shared that Kissimmee is known as the “Vacation Home Capital of the World” for its vast inventory of rentable homes from two to fifteen bedrooms covering all budget levels, which are built in purpose-built communities. 

And if that's not enough excitement, about 25 minutes from Orlando International Airport and just a few minutes from the theme parks, there is even a mega-mansion vacation home, The Morlando, featuring a three-story, 2,600-square-foot spaceship inside. With a floor area of 16,000 square feet, the house can accommodate 46 people.

Tian shared that the biggest buzz right now is Universal’s new Epic Universe theme park – check out Universal Orlando Resort below for more details.

Explore Louisiana

Joanne Scalamogna, the state’s representative in Canada shared that 2024 is the year of music celebration in Louisiana. To learn more about Louisiana’s music history and events surrounding this celebration, visit here.

Between June 28 and July 6, Explore Louisiana will have a travel information booth at the Montreal Jazz Festival.

Fort Myers – Islands, Beaches & Neighborhoods

Jeanette Faria, account manager, Canada of VoX says Fort Myers is seeing a “great recovery from Canada” making way for a great winter season ahead.

Travel professionals can access useful tools like itineraries, press kits and deals all in one place here.

Universal Orlando Resort

Tony Goodman, senior director destination sales reminded travel professionals to access news, training, tools and benefits from Universal’s education portal here.

And the big buzz - Universal’s Epic Universe, its fourth theme park is slated to open sometime in 2025. This “game changing” park will feature five immersive worlds: Super Nintendo World, How to Train Your Dragon – Isle of Berk, Celestial Park, The Wizarding World of Harry Potter – Ministry of Magic, and Dark Universe.

Slated to debut in 2026 is the park's first high-speed outdoor roller coaster: Universal’s Fast & Furious: Hollywood Drift. According to Universal, this ride will “elevate the guest experience” as innovative and technological advancements never before employed in a roller coaster will be featured.

US Virgin Islands

Shana Whyte, the destination's acting director of sales, announced that a first new build hotel property in over 30 years, is coming in the first quarter of 2025.

The Hampton by Hilton St. Thomas will offer a range of amenities tailored to travellers to include an indoor/outdoor bar and a restaurant serving tapas-style small plate offerings.

With its convenient location near the cruise ship port and the nearby Havensight Mall, the hotel caters to both business and leisure travellers.

For more information, visit here.

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