“We can’t say how much we love you.”
From “popping across the border” for a spot of shopping to full-blown state-wide fly-drives for longer-haul clients, it’s no secret that Canadians have felt welcomed and comfortable in New York State for generations.
But our enthusiastic embrace of the Empire State may now have changed because of, well, you know. We are living through a sea change in attitudes to our southern neighbours, and tourism, sadly, is in the crosshairs. Add an exchange rate that is looming on the pathetic and the news is grim indeed.
But the delegates of this week’s state-wide mission to Montreal and Toronto did their very best to remind us how much we are appreciated. While stats of Canadian visitations for last year are not yet available, it’s likely a safe bet they will be down in 2025.
“Let’s just say that for the purposes of tourism, New York State is its own country,” Tourism Rochester’s Greg Marshall told the audience of some 35 agents, motorcoach operators and media at the Toronto event, garnering some chuckles.
Delegates included reps from Ithaca, NYC, Westchester County and Rochester, each giving a presentation on the special charms and attractions of their area. Ross Levi, Vice President and Executive Director of Tourism at Empire State Development / NYS Division of Tourism outlined new state-wide attractions including Buffalo’s African American Heritage Corridor and the 36-mile Adirondack Rail Trail now open to runners, hikers and cyclists.
Throughout, the hosts were careful to mention attractions and facilities that were free or inexpensive. But clearly, cost is not the only concern both north and south of the border.
“New York really values our relationship with Canadians – especially when it comes to tourism – through good and bad. Being welcoming is in our DNA and we are the birthplace of women’s and LGBTQ rights,” we were told.
“America is not monolithic and don’t believe what you see in the press,” said Barry Surman of Westchester County. “I know it’s a difficult time, but our state and our country are thrilled to partner with you.”
Luckily there was some levity, notably in the fast, flashy and funny video aired by Alaa Harb of NYC featuring a woman semi-seriously explaining that “pizza is the official fruit of New York City.”
And perhaps now is the perfect time to reflect on the legendary advertising slogan “I (heart) NY”, conceived in the back of a cab in the 1970s when NYC had the direst of reputations: dirty, crime-ridden and rude. The sparkling campaign – now considered a pop culture icon - reinvigorated the city with a reputation for friendliness and approachability, instilling both a desire to travel in tourists and pride in the locals.
Time, of course, will tell how our love affair with New York State will fare. But whenever your clients are ready to travel, be it next week or off in the future, these tourism ambassadors want them to know that they will be welcomed with open hearts and open minds.
