To safeguard the US-Canada travel sector, the Travel Alliance Partnership (TAP) convened an expert panel on March 4 for a virtual discussion titled “Effects of Policy & Headlines on Cross-Border Tourism.” Industry leaders called for unity, sustained investment, and powerful storytelling to uphold strong travel ties between the two nations amid economic uncertainty, rising tariffs, and evolving consumer sentiment.
Moderated by TAP CEO Nicole Mahoney, the panel brought together top industry figures:
- Christopher Mitchell – Travel influencer & director, Travel Blog Exchange (TBEX)
- Catherine Dawson March – Travel writer & editor, The Globe and Mail
- Richard Arnold – Tour operator, Atlantic Tours
- Corey Fram – Director, 1000 Islands International Tourism Council
- Vince Accardi – President, Ontario Motor Coach Association (OMCA)
Over 400 industry stakeholders, including DMOs, travel advisors, tour operators, and media professionals, participated in the event, underscoring the importance of strengthening cross-border relations and maintaining tourism as an economic driver.
Industry Resilience in Uncertain Times
Panelists acknowledged that the travel industry has endured historical disruptions, such as the COVID-19 pandemic and the 9/11 attacks, emphasizing that adaptability is key to survival.
“This is a temporary hurdle, but we must remain proactive,” stressed Vince Accardi. “Tourism fuels jobs and economies on both sides of the border.”
Experts urged tourism professionals to maintain a unified industry voice and communicate travel’s economic significance and enduring impact on local businesses and national economies.
Harnessing Storytelling & Personal Connections
A standout takeaway from the discussion was the power of messaging in reinforcing cross-border tourism.
“Destinations must reassure Canadian travelers they are welcome,” emphasized Christopher Mitchell. “Human stories transcend politics—focusing on local businesses and personal connections will resonate.”
By shifting marketing strategies towards community-based narratives, destinations can counteract negative headlines and foster a stronger emotional connection with travellers.
Strategic Investment: The Key to Long-Term Recovery
Panelists reinforced the necessity of sustained investment in cross-border marketing and tourism initiatives. Scaling back efforts in the face of economic uncertainty could have long-term consequences.
“Stay invested,” advised Accardi. “Those who pull out when markets are down will regret it when demand returns.”
Corey Fram echoed this, urging businesses to adopt a long-term vision rather than making short-sighted decisions.
“ROI may seem low now, but abandoning the market altogether is a mistake,” Fram stated. “Investing in continued engagement ensures future success.”
Industry Concerns: The Decline of Canadian Travelers to the US
A post-event survey revealed deep industry concerns:
- 81% cited a drop in Canadian travellers to the US as their top issue.
- 41% expect future business impacts, even if they haven’t felt them yet.
- 43% are exploring new cross-border travel strategies but have yet to implement changes.
- 29% are maintaining their existing approach despite market shifts.
A Call for Action: Proactive Partnerships & Advocacy
As the discussion concluded, panellists emphasized the need for ongoing collaboration and proactive engagement in shaping the future of US-Canada travel.
TAP CEO Nicole Mahoney reinforced the industry’s collective responsibility to foster open dialogue and strategic partnerships.
“This is just the beginning of an essential conversation,” she asserted. “Together, we must ensure travel remains a unifying force between our two nations.”
The entire virtual event is available on YouTube for those who missed the discussion. Watch Here.
For additional insights and resources from TAP, visit Travel Alliance Partnership.
Written by: Michelle Warner
