TORONTO — A surprising trend has surfaced in the Canadian outbound market, though those participating are staying hush-hush about it.
According to Travel South USA’s most recent Canadian survey, many Canadians are still heading south of the border despite ongoing trade tensions between the two countries – they’re just choosing not to share their plans with friends and family.
“Quiet travel is a real thing,” says Liz Bittner, President & CEO of Travel South USA, who spoke with Travelweek during a visit to Toronto and Montreal this week. “Our most recent survey shows that Canadians are still coming – they’re just not telling their neighbours. They don’t want pushback from friends who agreed to boycott the U.S. At the end of the day, they simply want to get away and our southern states are nearby, affordable and have great weather.”
This discreet approach underscores the enduring appeal of U.S. getaways. Quick and accessible weekend trips south of the border remain a staple for many Canadians, with destinations across the Travel South USA member states – Alabama, Arkansas, Georgia, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Virginia and West Virginia – continuing to draw visitors. According to Bittner, this is largely due to strong airlift; while some U.S. cities have faced recent route or frequency cuts, all but one of the Travel South USA member states – Tennessee, with Flair Airlines – maintained their planned flights this year.
“I’ve had conversations with Charleston, Nashville and Atlanta and they’ve all said load factors have been really strong this year,” says Bittner. “Airplanes are solid with Canadians coming and visiting so far and heading into winter. The airlines haven’t given us any indication that they’re going to change their strategy.”
Virginia State Capitol, Richmond, Virginia
CANADA REMAINS TOP MARKET
Canada continues to be Travel South’s largest international market, representing about 40 per cent of all international arrivals. Of that, roughly 60 per cent are drive travellers and 40 per cent fly, which wasn’t always the case. The fly market was much smaller about a decade ago but has steadily grown due to expanded airlift with carriers like Porter, WestJet and Air Canada.
Noting the recent surge in Canadian pride, which has spearheaded calls to support local business and travel within Canada, Bittner encourages all Canadians to be proud of their country and to absolutely explore their own backyard.
“I don’t think marketing against national pride could ever be successful,” she says. “What I would hope for is that Canadians see it in tandem with a vacation to the United States as well. Do your weekend trips in the Canadian north and have beautiful excursions, but we also want you to come to Louisiana for a guys’ trip, go to North Carolina’s coast with girlfriends, or see the Smokys in Tennessee. We want you to do all that, too.”
Bittner also notes that Canada’s proximity gives the South an edge. “I think of us as comfort food for Canadians,” she said. “It’s far away enough that it still feels like a getaway but it’s familiar enough that you feel comfortable. You can do the currency exchange in your head, you drive on the same side of the road. Plus, it’s good value for your money.”
Atlanta, Georgia
TRAVEL CONFUSION & CANADIAN SPEND
Recent enforcement of long-stay registration rules and increased travel insurance rates for snowbirds have caused confusion and hesitancy for some Canadian travellers. But as Bittner notes, most of these requirements are not new but are now being more strictly enforced.
On the visitation side, Canadian travel to the U.S. overall is estimated to be down about 20 per cent from 2024. The Travel South region came close last year to fully recovering from covid, reaching 98% in 2024 compared to 2019.
“In 2019, we did US$8.2 billion in international spending; last year we did $7.9 – just almost there but not quite. And we had predicted that in 2026, we would bounce past our 2019 numbers, setting a $10 billion benchmark in international spending,” says Bittner. “Even though visitation is down, I’m cautiously optimistic that we’re still going to be in the 90% range of where we were in 2024 by year’s end. I think a lot of the gloom and doom has been overstated.”
TRADE-FOCUSED CAMPAIGNS
Travel South is actively rolling out new campaigns to reinforce its presence in Canada. This includes digital programs that focus on value-driven hotel deals, along with a major push through Brand USA’s “America the Beautiful” platform in early 2026.
“We believe in continued marketing and good storytelling,” said Bittner. “We’re still in the travel trade market. We do monthly newsletters and co-op marketing with tour operators. We understand it’s tough right now, but we’re not abandoning the market by any stretch.”
Travel South USA also recently soft-launched a refreshed brand campaign under its popular tagline “All y’all are welcome,” which is now being intentionally combined with an updated logo. The new campaign also highlights the new “Infinite possibilities” theme, which focuses on the South’s cuisine, culture and adventures. Looking ahead, major events such as the FIFA World Cup in 2026, which will include host cities Atlanta and Kansas City, are expected to add momentum.
TRAVEL SOUTH USA’S CANADIAN ROOTS
Canada has played an important role in shaping Travel South USA from the very beginning. The name itself can be traced back to the Canadian National Exhibition in 1968, when several southern states joined forces to promote the region under the “Travel South USA” tagline. The campaign name resonated so strongly that it stuck, even though the organization’s legal name remains the Southern Travel Directors Council Inc.
“Canada was really the reason that we are named Travel South USA,” said Bittner. “From day one, Canadians understood our geography, and they didn’t need the basics explained. What they’ve always wanted are the details — how long to stay, what to do if you’re a foodie or if you’re travelling with kids. That’s where the travel trade plays such an important role.”
Bittner encourages travel advisors to stay informed with Travel South USA’s agent newsletters and to help spread the word that the region is always open to Canadians. She leaves advisors with this takeaway message: “Thank you for the business, and when you’re ready to send clients, we’re here to help you.”
For more information about Travel South USA, go to https://industry.travelsouthusa.com/.
North River in Beaufort, North Carolina
