Palm Beach County tourism leaders are in Canada seeking to head off an unofficial boycott due to the increasingly bitter North America trade war.
Officials hope to assure Canadians of a warm welcome and says the visit was planned last year well before talk of tariffs.
Tourism officials from Discover the Palm Beaches remain upbeat despite talk of Canadians canceling trips to the US.
Milton Segarra, president and CEO of Discover the Palm Beaches, said: “During this time of significant global discussions about tariffs, it’s crucial to understand their needs, address their concerns and develop a plan in response.”
“We understand what’s happening. We respect what both our countries are doing, but people still need to travel.”
Canada is the top international source market for the Palm Beaches.
Canadian visitors generated $343 million in direct spending last year.
“This discussion is about ensuring that we’re fully prepared for the next high season. We’ll be ready,” Segarra added.
