Discover America Canada is looking ahead following a strong year in 2017, as the organization held its annual general meeting in downtown Toronto yesterday (Feb. 15).
The organization, which promotes travel by Canadians to the U.S., ended the year in a strong financial position, said Susan Webb, Discover America Canada’s president, citing memberships and sponsorships as contributing factors. In 2017, Discover America Canada had 50 members (down slightly from 53 in 2016), including 35 full-time and 15 associate.
The AGM also saw the election of a new Discover America Canada executive committee, including Cynthia Farrill, Visit Florida – Canada; Denise Graham, Experience Kissimmee/VoX International; Annika Klint, KAI/Colorado Tourism Office – Canada; and Susan Webb, VoX International.
Attendees also took in a pair of presentations during the AGM. Karly Melo, regional director – Canada, Brand USA, brought Discover America Canada members up to date on Brand USA’s marketing efforts and work with the travel trade, noting that current draws for Canadian travellers to the U.S. include local music and culture, as well as exploring both cities and the countryside by either guided or self-guided tours, including walking and cycling.
Melo also touched on America’s Musical Journey, a new Brand USA documentary exploring the country’s musical heritage launching in several international cities this spring, including Toronto, Beijing, Paris, Sydney and Mexico City.
In addition, Raina Williams of Expedia Canada detailed the booking habits of Canadian travellers versus their U.S. counterparts; according to Williams, Canadian flight bookings to the U.S. increased 15 per cent year-over-year in 2017, with Las Vegas topping the list of U.S. destinations for Canadians.