Vancouver executive calls U.S. tourism outreach a wasted effort
LAS VEGAS — The appeals were visible across the country this summer: billboards and banners proclaiming a state or city’s love for Canada, online ads offering special deals for travelers from north of the border. The marketing push came as Canadian tourism to the United States has fallen sharply, and as an acrimonious trade war between the two neighbors threatened to deepen the decline.
Josh Loewen, a 45-year-old Vancouver resident and marketing executive, said he understands why American destinations are trying so hard. The number of Canadians traveling south has plunged since President Donald Trump returned to the White House with comments about making Canada the 51st state, according to tourism officials. An informal boycott had appeared to be easing slightly, but the trade war now risks reinforcing it.
“It’s such a big ask right now,” Loewen said of the U.S. tourism industry’s attempts to woo Canadians back. “It’s just a wasted effort.”
The outreach from U.S. destinations and tourism boards has included the billboards, banners, and social media campaigns offering special deals and messages welcoming visitors from the north. The trade war between the two countries now threatens to deepen the drop in cross-border travel.