The Canadian Tourism Commission is hiring U.S.-based publicists to promote travel to Canada, despite Prime Minister Justin Trudeau’s earlier call for Canadians to boycott American vacation spots.In a notice to contractors, the commission said it is seeking media and public relations services aimed at encouraging American travelers to visit Canada, calling tourism “the heartbeat of our communities.” Blacklock's Reporter says the commission emphasized that it is not aiming to increase the number of U.S. visitors but rather attract higher-spending tourists. .“Our goal is to continue to increase revenue by attracting high yield guests,” the notice stated.The U.S. is Canada’s largest international tourism market, accounting for 63% of the commission’s attributable leisure marketing revenue in 2024, with most visitors coming from California, New York, New Jersey and Texas. Publicists hired under the contract will charge hourly rates and are expected to bill for 150 hours per month..The announcement made no reference to Trudeau’s February 1 remarks, when he called for Canadians to show patriotism by vacationing domestically and avoiding trips to popular U.S. destinations like Florida and Old Orchard Beach. “Canadians are hurt, Canadians are angry,” said Trudeau at the time. “We’re going to choose not to go on vacation in Florida or Old Orchard Beach or wherever. We’re going to try to buy Canadian.”Trudeau urged Canadians to support local businesses and products instead, saying: “It might mean opting for Canadian rye over Kentucky bourbon or foregoing Florida orange juice altogether.”Despite the earlier rhetoric, the Tourism Commission is now focused on drawing American travelers back to Canada. “We want Canada to be a destination that resonates deeply with travelers,” it said, noting that boosting international tourism could help reach a goal of $160 billion in annual revenue by 2030.
