Webinar Recap: The Impact of Tariff Talks on Canadian Travel Media
March 25, 2025
Our recent webinar, Navigating the Impact of Tariffs on Canadian Travel Media, brought together industry experts to discuss how the current political and economic landscape is affecting Canadian travel sentiment and media coverage. The conversation was candid, timely, and revealing. If you missed it, we’ve got you covered—watch the full discussion below.
Watch the Full Webinar
Key Takeaways from the Webinar
Canadian Travel Sentiment Has Shifted
Panelists emphasized that this is more than just an economic issue—it’s a political and cultural response. Many Canadians feel frustrated by the current rhetoric surrounding U.S.-Canada relations. This sentiment is translating into real-world travel decisions, with many opting to cancel trips to the U.S. in favor of alternative destinations.
Travel Media Is Taking a Stand
Editors and writers shared that U.S. travel stories are being shelved for the time being. Press trips are being postponed, and coverage of American destinations is being deprioritized in favor of Canadian and international travel stories. The shift is driven by both editorial choices and audience sentiment.
Destinations Need to Be Proactive
While this moment presents challenges, it also provides an opportunity for U.S. destinations to reinforce their relationships with Canadian travelers. Panelists suggested that advocacy, open dialogue, and demonstrating genuine appreciation for Canadian visitors will be key in maintaining long-term connections.
Re-evaluate target markets
According to Tourism Economics, international arrivals from Canada are projected to decrease 15% YOY. DMOs should take a broader look at spend and strategy. If your destination normally relies on Canadian markets to drive visitation, it’s time to rethink your plan. Finding emerging and opportunity markets to invest will drive better results in the short-term.
This conversation isn’t over, and we are continuing to monitor the evolving landscape. Stay tuned for more insights, and let’s keep the dialogue going.
