The two top reasons American travelers choose other destinations over Canada are weather and the perception other places are more exotic, reports a new study by the Canadian Tourism Commission (CTC).
The commission is asking for more marketing money to combat that impression.
“We can’t do anything about the weather, but we can certainly change people’s perceptions about it, and what kind of experiences Canada offers visitors,” said Randy Williams, Tourism Industry Association of Canada’s president and CEO.
The promotion of tourism in Canada internationally is coordinated by the CTC. The current budget is almost $76 million a year.
Mr Williams says that amount is inadequate because of tough competition from other markets that have much bigger budgets.
The study showed that in the next year, Canada will be competing directly with the US and Europe as a preferred destination for American leisure travelers. The Caribbean and Mexico are also strong contenders.
The Tourism Industry Association of Canada is asking the government for an additional $100 million to help increase the number of American visitors.
“Canada has what US travelers say they want, but we’ve got to get the message out loud and clear,” said Mr Williams.
Those attributes include a peaceful and relaxing place to visit combined with a unique sense of place, a feeling of safety and one of exploration.
Report by David Wilkening
