It's time to welcome america back - we need you

USATIANS is encouraging operators to support the
Gateway to Growth - Connecting America initiative led by the Canadian Tourism Commission (CTC) and supported in partnership by the Tourism Industry Association of Canada (TIAC) and the Hotel Association of Canada (HAC).

US travel to Canada has been on the decline since 2001 - this decline has been worsened by the lack of investment from our national marketing agency the CTC into the US market.

The Canadian travel and tourism industry is over-reliant on domestic travel. Over 80% of its revenue is derived from Canadians travelling within Canada. Furthermore, the domestic market is at risk as other countries are significantly increasing their marketing investments to lure Canadian travelers outside of Canadian borders.


Connecting America is an industry sponsored proposal for a 3-year targeted and measurable tourism marketing co-investment initiative to recapture the US market.

This marketing effort will re-energize the US consumer, utilizing existing air and ground access. Details of the initiative include:

  • Proposed federal marketing investment of $105M (3 years x $35M) will be matched by a ratio of 1:1 by provincial, local and private sector investment = $210M campaign over 3 years. 
  • Generating $210M in federal tax revenue alone.
  • Nova Scotia is well positioned to recapture market share from the lucrative US market.
  • On average, visitors from Canada’s top 10 international markets spend $1,547 per trip compared to $260 for domestic visitors.
  • With solid existing and established ferry routes, new direct airline routes into US cities; the opening of the new Halifax Convention Centre - the time is right for Nova Scotia to support a national effort to recapture US visitors.
  • An adequately funded and balanced marketing strategy between emerging and traditional markets is needed for Canada to realize its competitive potential and achieve a minimum of 4% annual growth. This could result in an increase of annual visitation by over 650,000 visitors from coast to coast.


You can lend your support by contacting the Honourable Maxime Bernier by direct mail or email. Samples have been provided for you below:

  • Sample letter one: TIANS letter,
  • Sample letter two: National Association’s letter,
  • Send email of support directly to: This e-mail address is being protected from spambots. You need JavaScript enabled to view it