Issue link: https://digital.copcomm.com/i/1535167
B M & T ••• May/June 2025 ••• www.blackmeetingsandtourism.com 7 May/June 2025 ••• www.blackmeetingsandtourism.com 7 • Vince Accardi, president,Ontario Motor Coach Associat- ion (OMCA) Mahoney began by saying, "We hope that today's conver- sation is the start of a conversation and not the end, and that it's an ongoing, forward-focused collaboration between the whole travel community." Four hundred individuals from the travel, tourism and hos- pitality ecosystem registered for the virtual event, represent- ing Destination Marketing Organizations (DMOs), destina- tion products, tour operators, travel buyers, travel advisors, travel media members, industry associations and consultants. Registrants were based throughout the United States and Canada. Resilience and Adaptability of the Travel Industry Panelists emphasized the resiliency and adaptability of the travel industry, pointing to other moments in history that affected tourism – such as the COVID-19 pandemic and the September 11th terrorist attacks. OMCA president Vince Accardi stressed the need for com- munication and persistence, stating, "This is a big hiccup, but we can get through it. We just have to make sure tourism is put out there as an impor- tant economic driver. And a job cre- ator for both of our economies…" The Power of Personal and Community Connections Thoughtful messaging and wel- coming rhetoric were identified as key tools for stabilizing relationships between the U.S. and Canada. Panelists recommended that destina- tions and travel professionals focus on human-centered storytelling that demonstrates the personal and busi- ness connections that tie the two communities together. "As far as what a destination can do, I think it is largely about communicating to Canadian vis- itors and just [underlining] that they're still very much wel- come," said Christopher Mitchell, a content creator covering both Canadian and international travel. He continued, "From a marketing standpoint, focusing on those local businesses with stories that are larger than nation- al politics, is probably a good idea." Long-Term Collaboration and Investment Although impossible to predict what the future holds for travel between the U.S. and Canada, and the associated eco- nomic impact, panelists recommended continued investment in cross-border marketing and communications, noting it as essential for long-term recovery. "Stay invested" was Accardi's advice for the travel sector on both sides. "If you disinvest when markets are low […] you're going to be sad when they go back up." "The ROI might be down on some of your tactics this year, but I think that's a lot better than abandoning the market completely, which I do not recommend," said Corey Fram, director of 1000 Islands International Tourism Council, a binational destination marketing organization promoting the Thousand Island area with ter- ritory on both the Canadian and United States sides of the St. Lawrence River. Top Concerns and Approach to Cross-Border Tourism In a post-event survey, 81% of attendees noted that their top concern is the "reduction in Canadian travelers to the U.S." Thirty-two percent said business "hasn't been impacted yet" by the headlines and policy changes between the U.S. and Canada, but 41% "believe it will have an impact" on their business in the future. 43% of attendees said they are "exploring new strategies" for cross-border tourism "but haven't taken action yet" and 29% said their "approach is the same" as it has been. Travel Alliance Partnership (TAP) helps its community of second- and third-tier destinations and travel organizations grow and thrive through a series of services and resources, such as virtual community conversations. The full virtual event "Effects of Tariffs on Canada-US Tourism: Panel Discussion with Travel Industry and Media" may be watched on YouTube, here: https://www.youtube.com-/wat- ch?v=uKH0SJWkdks More information about how TAP is helping its community navigate the evolving travel sentiment can be found at: travelalliancepartnership.com/how- we-help/education/community-conver- sations/. About Travel Alliance Partnership With a core belief that we are stronger together, Travel Alliance Partnership (TAP) works to deliver impact in the travel, tourism and hospitality industry through con- nection, community and collaboration. Working primarily with 2nd and 3rd tier destinations and travel organiza- tions, TAP helps to attract the resources they need to grow and thrive through a full spectrum of services, including membership programs, strategic growth servic- es, educational resources including the award-winning Destination on the Left Podcast, and industry events. The team is deeply passionate about the industry and serves clients at all levels—individuals, teams, organizations and regions. Travel Alliance Partnership is a NYS certified woman-owned business.