Discover America: U.S. is open for business

The U.S. is open for business and welcoming more and more Canadians this year, as Discover America Canada hosted its 2017 media day in Toronto this week.

The annual event saw more than 25 representatives from destinations across the United States meeting with Canadian travel media, during a morning of networking and travel updates as Canadian visitation south of the border continues on an upswing.

Patrice Bell, director of travel trade relationship for Brand USA, told PAX that the Conference Board of Canada’s latest statistic regarding inbound Canadian found a year-over-year increase of five per cent during the first six months of 2017, citing the increasing strength of the Canadian dollar in recent months.

For travel agents, Bell said that an upcoming global FAM in partnership with Air Canada is in the works for next year, which will welcome approximately 60 agents (20 each from North America, Europe and Asia), spanning multiple states.

And following the success of last year’s America Wild, an IMAX film showcasing the U.S. National Parks system and produced in association with Brand USA, Bell told PAX that the organization will return to the silver screen in February 2018 with the release of America’s Musical Journey. Narrated by singer-songwriter Aloe Blacc, the film explores the country’s history through the lens of music, visiting important music cities and regions including Chicago, New Orleans, Nashville and New York.

Watch PAX later this week for a round-up of this year's Discover America participants.