The Arizona Office of Tourism and Visit Tucson ignored the cross-border acrimony by flying to Toronto this week to remind Canadians they're very much welcome in the Grand Canyon State.
On 25FEB, media partners gathered at El Catrin Destileria in Toronto for an event hosted by Reach Global Marketing. The event’s mission was clear: shower some much-needed love upon the Canadian market during an especially prickly chapter in the Canada-US relationship.
“We wanted to show love and appreciation for all your visits in the past and future,” Marjorie Magnusson, Media Relations Manager with the Arizona Office of Tourism, told Open Jaw. “We’ve been coming to the Canadian market for a while and it is still an important market. We don’t want to turn our backs. We cherish the friendship.”
Magnusson added it’s still too soon to determine how impactful icy tensions will be on travel to Arizona, but “of course” there’s concern.
“On my Air Canada flight up, it was full of vacationers who had just been in the area, and they were all sunburned a little. It wasn’t just an empty plane. So we’re sort of seeing that people are still coming,” she said.
For now, Arizona is easing up on its marketing efforts in Canada for “a few months.”
“We don’t want to be tone-deaf. A lot of destinations are doing that,” she explained.
Meanwhile, Charmaine Singh, President & CEO of Reach Global Marketing, doubled down on the U.S.’s enduring appeal. She noted that despite economic and political tensions, the U.S. remains an attractive destination for many Canadian travellers. Even with an unfavourable exchange rate, she pointed out, many experiences in the U.S. still provide better value than domestic Canadian travel, especially in high season. In times of high demand and reduced supply, businesses often adjust their pricing strategies to reflect market conditions.
“We want to ‘buy Canadian’, but when the average Canadian is looking for a deal or value, what do you think they're going to buy?” she said. “Consumers are smart—they understand supply and demand and revenue management, and the impact it has on their travel planning.”
Canada-Arizona By The Numbers
Canada is Arizona’s second-largest international market after Mexico. In 2023, the state welcomed 822,500 Canadian visitors. Notably, that figure excludes snowbirds who stay in Arizona for more than 30 days.
Who are these desert-bound Canadians? They're typically 47-years-olds with household income averaging $114,228, and they travel in parties of 1.7 people. January to April marks Arizona’s high season, when Canadians look to escape harsh winter conditions for the state's warm, sunny climate.
Beyond the Grand Canyon: From Astronomy to Gastronomy
The Grand Canyon may be Arizona’s most famous landmark—and with good reason—but the state offers much more for visitors looking to relax, explore, and indulge. For advisors, it can be a versatile sell: history, food, stars, and a laid-back vibe, with the desert as a defining backdrop.
Golf, spa retreats, and shopping remain major draws, while Arizona’s culinary scene continues gaining international recognition. Many of its restaurants and chefs have received James Beard Award nominations, notes Magnusson.
Just two hours south of Phoenix, Tucson stands apart with its own unique charm.
As advisors look for fresh angles to pitch to clients, Tucson—celebrating its 250th birthday this year—has a lot to offer by way of astronomy, gastronomy, and adventure.
This year also marks its 10th anniversary of being designated a UNESCO City of Gastronomy, recognized for its deep-rooted Sonoran Mexican cuisine and culinary traditions. Think large, soft flour tortillas and carne asada, marinated and cooked over mesquite wood. Tucson is one of only two U.S. cities to have this designation (San Antonio, Texas, being the second).
Tucson’s draw goes beyond the dining table—its skies are a standout too.
“Tucson is considered one of two capitals in the world for astronomy. The other one is the Atacama Desert in Chile,” said Mo Olivas, Communications Manager with Visit Tucson. “We have a lot of light pollution laws that have really preserved the dark skies in Tucson.”
The city recently launched an astro-tourism trail to highlight its world-class stargazing opportunities.
Tucson’s appeal extends across various traveller demographics. It attracts snowbirds, but also a younger audience, including solo female travellers drawn to its walkable downtown and welcoming atmosphere, says Olivas. The city is also a popular destination for generational travel, couples, and families looking to experience a mix of culture, adventure, and relaxation.
