TORONTO — The Discover America Canada media day, a significant event for U.S. tourism boards to promote their destinations to Canadian trade and consumer media, will not proceed as planned in fall 2025. Originally scheduled for October 30, 2025, the event has been put on hold due to changing travel trends and decreasing numbers of Canadian travelers heading to the United States.
Recent data from Statistics Canada reveals a concerning decline in cross-border travel: air travel to the U.S. from Canada has decreased by 24%, while cross-border car travel has plummeted by 38%. This downturn is attributed to various factors, including ongoing trade tensions, tariff disputes, and sentiments surrounding the possibility of Canada being viewed as the "51st state."
The Decision to Pause Discover America Canada Media Day
The Discover America Canada Coalition (DACC) board publicly announced their difficult decision to cancel the event in a notice. The board articulated that after thorough consultations with industry partners, editors, and journalists, they concluded it would be challenging to host the caliber of event that attendees have come to expect amid the current sensitivities regarding travel to the U.S.
In their statement, the DACC emphasized, “As our largest and most important annual initiative, we want to ensure the event continues to provide real value and engagement opportunities.” They reiterated their commitment to high standards and transparency, stating that pausing the event in 2025 was a strategic decision aimed at ensuring future success. The DACC plans to return with a revitalized event in 2026.
Navigating Current Travel Sentiments
As Canadian travelers reassess their plans to visit the United States, the DACC’s decision reflects broader trends impacting cross-border travel. Many Canadians have expressed hesitance regarding travel south, predominantly influenced by economic and political uncertainties. This pause in the Discover America Canada media day serves as a crucial moment for the DACC to realign their strategy and enhance the value provided to both members and media partners.
Future Prospects for Cross-Border Travel
The DACC aims to use this hiatus to innovate and reinvigorate the Discover America Day format, ensuring it better serves the evolving landscape of travel and tourism. By taking this time, they hope to better understand the sentiments influencing Canadian travelers and to adapt their offerings accordingly.
Travel enthusiasts and industry stakeholders alike can anticipate the return of Discover America Day with renewed focus and engaging content focused on the U.S. tourism landscape in 2026. The coalition is dedicated to rebuilding connections and fostering positive travel experiences for Canadians interested in exploring American destinations.
With travel patterns shifting, the DACC is committed to understanding the changing dynamics in cross-border travel and adapting their approach to meet the needs of both travelers and tourism professionals effectively. Stay tuned for updates as the DACC prepares for a revitalized future in 2026.
