New England destinations getting Canadian cancellations

Some tourism suppliers and DMOs in the New England states are reporting Canadian customers canceling visits because of President Donald Trump's rhetoric re tariffs on and possible annexation of their country.

On 1 February Mr. Trump had announced a plan to impose a 25% tariff on imports from Canada. Although on 3 February he put the tariff proposal on hold, Mr. Trump then on 10 February said he still plans to go forward with a plan to annex Canada as a 51st US state.

Canada has threatened to impose retaliatory tariffs on the US. Quebec Premier Francois Legault also has threatened to remove American liquor products from stores in his province.

Boston-based Consul General of Canada Bernadette Jordan said, "When you have someone saying they want to make Canada the 51st state, it does not resonate well in Canada."

I'd say this situation calls for a fast-reaction response from New England destination marketers, particularly those in Maine, New Hampshire and Vermont.

Will that happen, and happen soon enough? Stay tuned.

Mexican citizens now need eTA or visa to visit Canada

Since 29 February 2024, Mexican citizens have new requirements for visiting Canada.

Policy change - which does not apply to Mexicans who hold valid work or student permits - is believed to be driven by a surge in asylum claims.

Mexican citizens who hold a valid US non-immigrant visa or have held a Canadian visa in the past 10 years and will be traveling to Canada by air can apply to the Canadian government for an Electronic Travel Authorization (eTA).

All others need to apply for a Canadian visitor visa and pay a fee of approximately $100.

Mexico is a major tourism source market for Canada. In 2023, nearly 600K Mexican citizens visited Canada and spent more than $750M.

The upcoming 2026 FIFA World Cup - which Canada will be co-hosting with Mexico and the US - is expected to bring many Mexican visitors to Canada.

Some Canadian tour operators and other tourism businesses are complaining that the new visa requirement has killed their April-May business and caused them significant losses in cancellation fees and revenues forgone.

MOT Research: Canadians' perceptions of Maine

MOT released this week the results of research into the emotional positioning and market perceptions of Maine as a tourism destination for Canadians.

Results are based on focus groups and online surveys done in June by Florida-based Downs & St. Germain Research.

Key findings:

• Beaches, coastline and the ocean are very important for Canadians, especially those from Quebec.
• The ocean differentiates Maine from other New England states and many Canadian provinces.
• Lake or river water imaging doesn't resonate as well as ocean imaging - again, particularly for Quebec residents.
• The top emotions felt by Canadian visitors are relaxation and peace.
• More than 2 of 3 Canadian visitors perceive Maine as a place where they can unwind and be laid back, as opposed to its being a vibrant getaway with a wide range of activities.
• The sense of adventure perceived by many other visitors to Maine is less prevalent among Canadians, particularly Quebec residents.
• Canadians appreciate that Maine is close, but still foreign.
• More than domestic visitors, Canadians appreciate the welcoming nature of Maine people, and the slower pace of life.
• Characteristics of Maine most highly rated by Canadians are:
  1. Safety - noteworthy because Canadians tend to have a general negative perception of the US as having too many guns
  2. Friendly locals
• Other top decision factors for Canadians that choose Maine include:
  • Value for money
  • Quality accommodations
  • Friendly locals
  • Food and beverage experiences

Images that Canadian visitors (especially those from QC) select to tell the story of their trip to Maine:

• Much more likely to select images from the beach and places they know like OOB and Ogunquit
• Much less likely to select images of active outdoor activities

Accommodation preferences and perceptions:

• Canadians prefer hotels to other forms of accommodations.
• Maine got lower overall ratings on quality of accommodations.

Messaging opportunities:

• Deals
• Highlight quality accommodations
• Authentic food and beverages, particularly without fried food

Affordability (considering CAD at 0.75 USD):

• Value for money is #2 decision factor in destination choice for Canadians.
• Affordability ratings of Maine lag behind other factors.
• Canadians tend to visit Maine in the summer when prices are highest.

Other findings:

• VisitMaine.com is the #2 resource for Canadians to learn more about Maine.
• Canadians consider summer to be by far the best time to visit Maine, followed by fall.
• Residents of Quebec and the Maritimes have been less likely to travel post-pandemic.

Comment: What was the #1 resource for Canadians to learn about Maine?? I'll try to find out...

Destination Canada to host International Symposium on Destination Stewardship

Event is scheduled for 6-8 November 2023 at the Canadian Museum of History in Gatineau, QC.

From Destination Canada:

"This three-day event will bring together global thought leaders, stakeholders, partners, and knowledge keepers from diverse sectors for a unique discussion on redefining tourism and destination stewardship...the Symposium will explore how we can transform ourselves into destination stewards, while unpacking how a regenerative approach to tourism can have a positive impact on residents, their communities, culture, economy, and the environment.

The objective of the Symposium is to showcase dynamic new ideas and best practices in destination development and stewardship from around the world. It will consist of 4 tracks:

Fostering Connection Among Individuals - Bringing people from different industries together to understand joint impact on tourism

Fostering Connection with Nature - Importance of preserving and appreciating our environment and the role of tourism in climate action.

Fostering Connection with Economics - Exploring the interconnectedness among profitability, social return on investment and overall prosperity

Fostering Connection with Communities - Highlighting the role of communities in shaping and sustaining destinations, exploring the agency communities should have in the guest-host relationship

Speakers will include Valuegraphics founder David Allison, human behavior expert, advisor to global brands and leading advocate for discarding demographic stereotypes.

General admission fee is $800 CAD including 3-day access with Welcome Reception and continental breakfasts, coffee breaks and lunches. Student admission is $250 CAD.

Here is the registration page.

FYI, Gatineau, QC is part of metro Ottawa, so I would expect a major CA government presence at the conference.

Several hotel options are offered, with room rates ranging from $155/night to $429 (CAD, so discounted for Americans), and "Local Information" is here: www.destinationstewardship...ship.ca/isds2023/localinfo .

It looks from the registration form that speaker slots may be available, also possibly media passes.

Sounds interesting - and affordable except maybe for travel and hotel - but I'd like to know who else is going.

Destination Canada 2023 Annual Public Meeting to be held virtually 6 July

Agenda will include:

• A look back at 2022
• Update on recovery of Canadian tourism industry
• Work focused on in 2023 to drive recovery
• Building long-term resilience and competitiveness for the future

Meeting will start at 1 PM EST.

Go here to register.

Registered attendees will be provided with a link to the meeting.