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After a dramatic slowdown in visitation from Canada, Brand USA is gearing up for a new tourism campaign to win back travelers.
“We’re coming out with a new message for this moment to make sure that Canadians know that we welcome them, and we want them back,” Fred Dixon, president and CEO for the nation’s destination marketing organization, said Wednesday at the IPW inbound travel trade show. “We’re 100% committed to the market.”
Canadian arrivals dropped 20% last year, the most severe drop among the U.S.’s top source markets as travelers voice frustrations over the Trump administration’s trade policies and political rhetoric.
Brand USA’s new campaign will target the travelers who are more willing to be persuaded, according to Leah Chandler, Brand USA’s chief marketing officer. The campaign is set to launch roughly one year after Brand USA rolle
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