How the U.S.-Canada Trade War Could Boost Toronto's Tourism

Operators of tourist attractions in Toronto are optimistic about a busy March Break this year. This shift in expectations comes as many Canadians reconsider their travel plans due to ongoing U.S. tariff threats and a weaker Canadian dollar.

Tourist Attractions Brace for Increased Visitors

Traditionally, March Break sees many Canadians heading to the United States for vacations. However, CBC’s Chris Glover has analyzed how the ongoing trade war between the U.S. and Canada is altering these travel habits. With potential travel disruptions and tariffs looming, several attractions in Toronto, including Ripley's Aquarium and the CN Tower, are ramping up their offerings to appeal to residents who might prefer to explore domestic options instead of crossing the border.

Peter Doyle, the general manager of Ripley's Aquarium of Canada, expressed uncertainty about the impact of American visitors. He stated, "America is a big part of our market. It always has been. Will they come? The strength of their dollar in relation to ours might encourage them to visit, but we are left to wonder if they will choose to travel within the U.S. instead. It's difficult to predict. COVID was odd; this situation feels even stranger." Doyle highlighted that the attraction has seen a noticeable increase in visitors from Quebec during their March Break, which is higher compared to last year.

From February 15 to March 7, Ripley's Aquarium ran a 25% discount for Ontario residents, resulting in sales exceeding expectations with over 12,000 tickets sold. For the upcoming March break period, the aquarium is offering a special promotion called "No Tariff Tuesday," which will provide walk-in visitors with a 25% discount.

The Potential Impact of Travel Shifts on Local Tourism

Peter George, the chief operating officer of the CN Tower, shared similar sentiments regarding the potential benefits of the situation. He noted that the CN Tower already attracts around two million visitors annually. The question remains whether the cancellation of U.S. trips will lead to increased attendance this year.

"I believe this will be beneficial for our tourism sector as we adapt to these changes," said George. "We have always championed Canadian tourism and are now more focused than ever on enhancing that aspect of our offerings."

To align with this focus, the CN Tower is illuminated with red and white lights, showcasing its Canadian pride. Additionally, it promotes Canadian breweries and wineries in its dining areas, featuring a menu rich in local options. To further entice visitors, large Canadian flags will be displayed for photo opportunities, and the gift shop will feature more products made in Canada.

George emphasized that while U.S. tourists are always welcome, he is optimistic that many will still choose to visit the CN Tower.

Changing Landscape of Toronto's Tourism Sector

Andrew Weir, president of Destination Toronto, expressed that tourism operators are taking a cautious approach amidst the disruptions facing the industry. He noted that there has been a significant shift in tourism patterns over the past five years, greatly influenced by the COVID-19 pandemic. In 2019, a substantial portion of Toronto’s visitors came from China, but now there is hope that travelers from Mexico might fill the gap.

Currently, while many voices in the industry are discussing future possibilities, they remain vigilant, closely tracking the data to identify emerging trends. Weir mentioned that forecasting has become even more challenging due to the rapidly changing scenario, with operators observing daily fluctuations in bookings and cancellations, which may not accurately represent long-term trends.

In the last year, Toronto welcomed nine million visitors, with 6.3 million of them being Canadians, primarily from Ontario. Comparatively, 1.6 million visitors came from the U.S. Weir highlighted the need for a comprehensive strategy to diversify Toronto's tourist markets, focusing on attracting visitors from both the U.S. and international locations alongside Canadian travelers.

Weir concluded by stating that Canadians, particularly those from southern Ontario, are familiar with Toronto and are always curious about new attractions. Thus, many who may have considered U.S. trips might find themselves looking for domestic options, with Toronto naturally emerging as a top choice.

tourism, trends, Canada