Brand USA planea una nueva campaña para recuperar a los turistas canadienses

Key Points

• Brand USA is launching a new campaign to reverse a significant decline in Canadian visitors, focusing on messaging that resonates with 'movable' Canadian travelers.
• Recent research shows the Canadian outbound market is fragmented, with three-quarters still open to visiting the U.S., prompting targeted outreach and pilot initiatives.
• Budget constraints following a major federal funding cut mean Brand USA must reallocate resources and prioritize efforts in the Canadian market.

Summary

Brand USA is preparing a new tourism campaign to win back Canadian travelers after a sharp decline in visits, attributed to political tensions and shifting travel sentiment. The campaign aims to target Canadians most likely to be persuaded, using insights from recent market research that revealed a fragmented but still receptive audience. Despite significant budget cuts, Brand USA is prioritizing Canada, launching pilot campaigns and maintaining trade partnerships to rebuild travel from its second-largest inbound market.