Travel to Nova Scotia

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Ten years ago the American traveler migrated north in the summer in droves. In the past they had always come north and the icing on the cake for 10 or so years was that they got almost $1.50 Canadian for their U.S. greenback.

Last fall the Tourism Industry Association of Canada (TIAC) mentioned factors affecting Americans’ travel choices

1) Strong Canadian dollar

2) Slowing U.S. economy

3) High gas prices

4) Confusion over documentation requirements

5) Lack of awareness of Canada as a destination for Americans who could travel.

This has thrown water over Canada’s “Field of Dreams” idea of tourism: “It-is-here-so-they-will-come.” As tourists coming to this country is big business and a piston of economic growth the attitude toward this sector of the economy was treated with a lackluster approach: Attend a few shows in Europe and the U.S. show a few slides and parade around some scarlet-jacketed Mounties.

The report goes on to say that Canada is viewed by all as a friendly, courteous, traditional and safe place to visit. But it does not inspire awe and sense of wonderment of, say, Australia or France.

Americans living close to the border know Canadian tourism and lifestyle attractions. But even these U.S. citizens are distracted by the new regulations like the WHTI (Western Hemisphere Travel Initiative which requires not only Canadians to have special documentation but also American visitors. And these regulations have not been made clear to the American people yet. “So,” many might ask, “why should we go to Manitoba when Michigan and North Dakota have similar natural attractions?” Or, “Let’s just go to Mt. Rushmore.”

Another distressing bit of news is that much of Canada’s winter product including skiing, snowmobiling and snowboarding is of no interest to over 40% of would-be American tourists.

So, is Canada in trouble in this area? No, it is not. As much as the American buck is sorely missed the absence of this currency did not create the large vacuum for which the soothsayers of doom had originally braced. When the U.S. dollar was high Canadians began traveling their own country and now are taking the pace of Americans in the resorts and attractions. In addition, with a high Euro and Pound, visitors from across the Atlantic are increasing.

Where now? Well, I’ll give you a big hint: The rise of the Chinese middle class.

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