Young Americans to Canada: You’re Boring

Travel Blog • Michael Yessis • 06.12.07 | 10:33 AM ET

New passport rules and a strong loonie are keeping many Americans away—there’s been a 34 percent decline in U.S. visitors since 2000—but also the perception that Canada isn’t exotic or adventurous enough. In fact, according to a study by the Tourism Industry Association of Canada that tracked U.S. perceptions of travel to Canada, many Americans in their 20s and 30s (American newspaper editors apparently have feelings about this, too) call the country an “average” or “boring” place to visit. C’mon, fellow American twentysomethings and thirtysomethings. Give our northern neighbors some love. I’ve snowboarded the Canadian Rockies, seen moose and elk wandering through Banff, watched the Saint John river go in reverse, kayaked in Nova Scotia, quaffed Canadian beer and touched the Stanley Cup, and I know what anyone who’s explored even a little of Canada knows: It’s plenty adventurous and exotic. So what’s the problem? Branding, apparently.

From a CanWest News Service story:

The report found that Canada is losing a steady share of the tourism pie to countries such as China and Australia, whose governments have launched aggressive advertising campaigns to attract lucrative U.S. travellers.

“A lot more countries are marketing to the U.S., but we haven’t stepped up to the plate,” said Williams.

“It’s crazy. We’ve got a lot of exotic experiences in Canada, whether it’s survival camping, dog-sledding or sea kayaking, but we’re not getting the message out.”

By the way, Canada, the problem may not just be the branding or Americans’ lack of knowledge. There’s also the matter of turning away U.S. citizens with even minor criminal records.

Photo of skier at Whistler, British Columbia by chad050 via Flickr, (Creative Commons).