Page 27 - INSIGHT MAGAZINE_July 2025

“I have been told that Americans are expressing concern about how Tourism Stats:
they'll be treated if they come to Canada right now,” says Michele. “So, • Canada is the biggest source of international visitors to the
they're a little bit reticent about it right now. But from a leisure travel U.S. accounting for for 20.4 million visits in 2024, generating
perspective, Waterloo Region has always focused on marketing in $20.5 billion in spending and supporting 140,000 American
Southern Ontario.” jobs.
In fact, she says the travel organization is in the process of creating and • According to the U.S. Travel Association, even 10% less
promoting new packages to encourage visitors to spend more time here Canadian tourists to the U.S. could mean 14,000 job losses
once they arrive. in related industries in that sector and two million less
visitors.
Specific marketing • Florida, California, Nevada, New York, and Texas are the top
“We want to provide them with options they can’t find in downtown states Canadians visit. Since shopping is a popular activity
Toronto,” she says of this new promotional tactic. “We're giving them an for Canadian visitors, these states could see steep declines
itinerary so that they'll be able to create a mental movie of a staycation in retail and hospitality revenue.
in Waterloo Region and how they could spend their time here.” • Ontario’s Highlands Tourism Organization (OHTO) recently
Michele says Explore Waterloo Region is conducting specific marketing revealed that visitors are increasingly seeking meaningful
targeted at couples, families and groups of friends highlighting the experiences that allow them to reconnect with friends,
authentic ‘experiences’ that cities located on the edge of nature can family, and nature. This trend is reflected in a noticeable
offer. shift in spending patterns; between January and September
“We're testing them right now at the target market to make sure we 2024, visitor spending reached $399 million, marking a 12%
mitigate any risk to make sure that these markets find them compelling,” increase over the previous year.
she says, noting Waterloo Region’s proximity to the GTA will likely prove • In January 2025, more than $1.4 million was allocated to 10
to be an even bigger advantage this year. “About 90% of our leisure organizations across southern Ontario federal government.
visitors come from that area. It’s easy to get here and we also have we Notable projects include the creation of a looped trail
have both rural and urban, so there's something for everyone when you connecting Burlington to the Niagara Escarpment trail
come to the region.” network and the Bruce Trail, aimed at augmenting active
Annually, Waterloo Region attracts approximately five million visitors not outdoor visitor experiences. Additionally, enhancements to
just for leisure visits, but conferences, meetings, and sporting events, were announced for the Hydrocut mountain bike trails in
which translates into nearly $560 million for the local economy. the Waterloo Region.
To learn more, visit Explore Waterloo Region.

www.cambridgechamber.com Summer 2025 27