Visit Florida says it's being successful in attracting visitors from Canada using its "Canadian Power Play" and "Canada Takeover" marketing programs.

The relative strength of the US dollar against the Canadian dollar, when the difference becomes large enough, tends to cause Canadians to vacation at home rather than visit the USA.

In the past, US destinations including Maine and Virginia have used discounts for Canadians to sweeten their tourism offerings.

"Canadian Power Play" - initiated by FL Gov. Rick Scott in November 2017 - enabled the creation of package travel deals at 20% discount for Canadians, including services of airlines, car rentals, hotels, resorts and attractions.

The "Canada Takeover" campaign which ran in fall and winter 2017 used out-of-home and transit advertising in Toronto and Montreal, paid social-media advertising and partnerships with tour operators and OTAs.