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“Big world events remind people that they
only live once”: Why it’s been a busy
summer for Canada’s travel advisors
BY KATHRYN FOLLIOTT
TORONTO It’s the summer travel season no one in the travel industry expected – but by many accounts it’s going quite well, thank you very much.
For this mid-summer check-up, travel advisors told Travelweek that many clients chose big-ticket trips for summer 2025, and more than a few were relatively close-in.
Back in early spring there was so much doom and gloom about Canadian outbound travel and economic concerns, many experts were convinced this would be a staycation summer.
Did all the ‘Elbows Up’ patriotism and 51st state fury get some Canadians all fired up not just about national pride, but living life to the fullest too? Did a ‘seize the day’ mentality propel some Canadians to book bigger trips to destinations further afield?
Maybe it took this rift in Canada-U.S. relations for some to realize it’s a big world out there, with destinations aplenty.
Or maybe all the discussions about where people didn’t want to travel got them thinking about where they did want to travel.
Or quite possibly it came down to the cost – real or perceived – of domestic air travel.
Whatever the reason, Canadians had bookings on the brain – and for many, economic concerns took a back seat.
Here’s what we’ve been hearing from Canadian travel advisors …
“That ‘elbows up’ patriotism is translating into meaningful, memoryrich travel. I’m seeing clients actively avoid U.S. transits and lean into experiences that offer depth, connection, and perspective – like river cruises, expedition voyages and small ship luxury cruises. Bookings are strong. I’ve had lastminute splurges, major anniversary trips, and even multi-generational sailings. Clients are heading out with AmaWaterways, Lindblad Expeditions, Windstar, Explora and Ponant. I have clients enroute to Tahiti, exploring the Med in Windstar luxury, and preparing for Antarctica with Lindblad.”
Sheila Gallant-Halloran Lush Life Travel
“We are hearing from our clients that they don’t want to travel to the United States. We’ve seen an increase in bookings within Canada and to Europe. We’ve also seen a lot of people booking early for this winter. People want something to look forward to, and a great vacation is a perfect thing to look forward to!
We have had some clients who are just sitting back to see how all of this pans out with the U.S. tariffs. They’re waiting to book, but they haven’t ruled out travelling somewhere this winter. All in all, the tariffs are just hurting travel to the U.S. Canadians are digging in their heels and are not going there!”
Robert Townshend Total Advantage Travel & Tours
Exploring the world’s extremes with Lindblad
On safari in Kenya and Tanzania
“Business has been very good. I’m seeing all kinds of bookings this summer. Low budget to big budget, from the Caribbean to luxury cruise, escorted tours and safaris. Our bookings are up compared to last summer. We definitely have lastminute bookings, to everywhere. The most standout booking: a church group booking a cruise through Italy and disembarking in Rome and participating in Jubilee celebrations. Last I heard they were trying to get a papal audience.”
Mary Tereshyn 510 Travel
“In general, I have not really seen a big surge or slump in client activities based on the ‘Elbows Up’ hoopla. More than half of my business is groups and customized itineraries so those tend to be more inelastic. Big events in the world tend to remind people that they only live once. People who can afford it have committed to ‘once in a lifetime’ trips even more this year. We have booked more family and milestone trips to Europe, Australia and Africa this year. Big events in the world
also tend to cause people to save their money who may have more limited budgets. As a result, we have seen a flattening of bookings for allinclusive vacations but that is not a big part of our agency. I’m finishing up a custom UK tour for a family that wanted a combo of Harry Potter and animal experiences for the kids so they have everything from themed walking tours to falconry to a castle stay.”
Jennifer McPherson Turnkey Travel
PEOPLE WHO CAN AFFORD IT HAVE COMMITTED TO ‘ONCE IN A LIFETIME’ TRIPS EVEN MORE THIS YEAR
“The overall sales have slowed, however I have seen a bit of a bump in larger itineraries, i.e. multigenerational families traveling on longer, more detailed itineraries to Europe etc. I have also seen a bump in couples doing more exotic trips to destinations like Dubai and the Maldives. It seems that the people that have the money are splurging a bit. Given the economic environment, I’m guessing people are just saying, ‘I’ll put it on my credit card’ and if the uncertainty continues, ‘Well, I had a great trip and so be it.’ I think more people are living in the moment as the only certainty these days is uncertainty!”
Gilbert Manza Executive Travel Services Inc.
Got a story idea? Questions or comments? Write to Kathryn Folliott at kfolliott@travelweek.ca
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St. Peter’s Square, Vatican City, Rome
“Your clients will feel welcome here”: Virginia Beach CVB’s Director, Nancy Helman
VIRGINIA BEACH — Value has always mattered to Virginia Beach’s Canadian guests.
“That’s why our Loonie Savers Pass has been a long-time fan favourite,” Nancy Helman, Director, Virginia Beach CVB, tells Travelweek.
Helman also wants to reassure Canadians that they’re very much welcome in Virginia Beach: “Our city has a long-standing connection with Canadian travellers. There’s real affection here for the guests who return each season, and a sense of familiarity that goes both ways.”
Travelweek: What is the message from Virginia Beach for Canadians who are reluctant to cross the border now?
Helman: “We know many Canadians have been reconsidering travel to the United States. That hesitation is real, and we do not take it lightly.
“What I want Canadians to know is this: Virginia Beach is, and always has been, a destination where you are genuinely welcome. It is safe, relaxed and offers the kind of travel experience people are looking for right now. It’s one that feels familiar, yet full of fresh discoveries.
“Our city has a long-standing connection with Canadian travellers. There’s real affection here for the guests who return each season, and a sense of familiarity that goes
both ways. Whether you have visited before or are considering it for the first time, Virginia Beach offers space to slow down, enjoy the coast and feel a little more at ease.
“It is easy to reach, whether by road or air, and just as easy to settle into once you arrive. Whether it’s your first visit or your 15th, we’re always glad to welcome you to the coast!”
Travelweek: What can you tell us about Virginia Beach’s Loonie Savers Pass?
Helman: “Value has always mattered, especially to our Canadian guests. That’s why our Loonie Savers Pass has been a long-time fan favourite. It was created specifically for Canadian travellers, and continues to be our way of saying both thank you and welcome back.
“The 2025 pass offers curated discounts at hotels, restaurants, attractions and outfitters across Virginia Beach. It’s free and easy to use. Travellers simply show the pass at participating businesses to redeem their selected offers.
“To get started, sign up at VisitVirginiaBeach.com. Users receive the pass instantly by text and email, and there’s no app to download. Just save it to your phone for one-tap access.
“For travel advisors, it’s a dependable way to offer clients more, especially those weighing multiple U.S. beach destinations.”
Travelweek: What’s the scoop on new attractions in Virginia Beach?
Helman: “Virginia Beach continues to evolve, with new events and attractions adding energy and depth to the visitor experience.
“A multi-year agreement with Jackalope, the Canadian-founded action sports festival held annually in Montreal, brings skateboarding, BMX, base jumping, and live music to the Oceanfront each summer.
“In 2026, the city will also become a long-term host of the Super Girl Festival Series, the world’s largest platform dedicated to empowering women in surf, music, fitness, and culture, anchored by the top-ranked women’s surf competition. Launching
Nancy Helman, Director, Virginia Beach Convention & Visitors Bureau
over Labour Day weekend, the free multi-day event will feature a surf competition, live concerts, wellness classes, and mentorship programs, making it a major new addition to the city’s annual event calendar.
“Atlantic Park, a new US$350 million entertainment district backed by a public-private partnership, is set to open soon near the Oceanfront with a surf lagoon, live performance venue, restaurants, and retail.
“Owl Creek Landing is now open behind the Virginia Aquarium, offering families a new outdoor adventure space with a 65-foot spiral tower, four treehouses, suspended walkways, and forest trails.
“Visitors looking to explore beyond the beach can head to the ViBe Creative District, which continues to grow with galleries, markets, public art, and independent cafés. Nature lovers can take advantage of expanded access at First Landing State Park and Back Bay National Wildlife Refuge, while the city’s culinary scene is drawing attention with chef-led restaurants, oyster farms, and a growing craft beer community.”
Travelweek: Are there new or recently renovated hotels agents should know about?
Helman: “Yes, the hotel landscape in Virginia Beach continues to evolve, giving travellers even more choice in where to stay.
“Spark by Hilton Virginia Beach Oceanfront is a newly renovated, oceanfront property that debuted in July as part of Hilton’s premium economy brand. Located on the Boardwalk, it’s a smart, budgetfriendly option in the heart of the resort area.
“Crowne Plaza Virginia Beach Town Center completed a full renovation in January 2025. The hotel now features refreshed guest rooms, a modernized lobby and lounge, an upgraded pool and event space. It’s a strong option for travellers staying in the bustling Town Center district.
“Courtyard Virginia Beach Oceanfront / South 25th Street completed a major refresh in May 2025. All 141 oceanfront rooms and suites were updated, and improvements were made to the lobby, dining areas, indoor pool, fitness centre and meeting space.
“Moxy Virginia Beach Oceanfront, which opened in June 2023, is a boutique beachfront hotel with a social, energetic vibe. With stylish communal areas, a restaurant, outdoor pool, and a fitness centre, it appeals to couples, younger
travellers, and small groups looking for something with personality.
“Across Virginia Beach, travellers will find more variety than ever, from fullservice resorts to smaller hotels with a unique sense of place.”
Travelweek: Why are travel advisors important to Virginia Beach’s outreach in the Canadian market?
Helman: “Travel advisors are essential partners for Virginia Beach. They help translate the appeal of our coastal city into real bookings by offering trusted guidance and personal service.
“In a crowded market, it’s advisors who highlight what makes our destination stand out, a genuine connection with Canada, a laid-back atmosphere, and experiences that go beyond the beach.
“To support their work, we offer a range of trade resources on our website VisitVirginiaBeach.com.
“There’s access to digital marketing materials such as imagery, videos and information about the Loonie Savers Pass.
“We also post info about regular training opportunities and webinars tailored to the Canadian market.
“There’s also a dedicated travel trade portal with itineraries, product updates and seasonal news.
“The goal is to make it easy for travel advisors to recommend Virginia Beach with confidence, knowing their clients will feel welcome, supported and well looked after once they arrive.”
For more details about travel to Virginia Beach, see VisitVirginiaBeach.com.
Virginia Beach’s oceanfront views beckon
AIRLINES
The strike vote process for the thousands of flight attendants at Air Canada and Air Canada Rouge is now underway. The vote started July 28 and runs through Aug. 5. The bargaining committee for the Air Canada Component of CUPE said “key issues remain unresolved,” including pay, unpaid work, per diems, pension, work rules and prone rest. Air Canada acknowledged the vote, noting it is a normal step in the negotiation process and does not mean a disruption will happen. A strike can’t take place until after a 21day cooling-off period after the 60day conciliation period has expired.
Montreal-Trudeau International Airport and the surrounding area is set to undergo a $10 billion transformation over the next decade. The renovations will increase capacity to handle the expected rise in passenger volume to 28 million by 2028 and up to 35 million by 2035. Work includes a complete reconfiguration of the road network leading to the airport, and a new, larger parking facility. The airport authority also plans to build a new building that will connect the terminal to the future light rail station, expected to be operational by 2027. Other upgrades include more gates.
HOTELS & RESORTS
Accor has announced the signing of Treasure Island –TI Las Vegas Hotel & Casino, Handwritten Collection. The 2,884-key property will be operated under a franchise agreement with Accor when it officially debuts later this year. Accor now has more than 550 hotels open and operating in the Americas. Treasure Island – TI Las Vegas Hotel & Casino, Handwritten Collection joins over 25 hotels now open and more than 35 addresses in the pipeline. The hotel has recently been transformed by a multimillion dollar refresh.
TRAVEL SPEND
Canada’s travel and tourism sector is forecast to contribute almost $183 billion to the economy in 2025. That’s a record-setter, according to the World Travel & Tourism Council (WTTC) and its just released Economic Impact Research (EIR). The booming numbers come with a warning, however: “As global dynamics are shifting, Canada will need to remain proactive to retain momentum as international travel patterns are evolving.” In 2025, domestic visitor spending –i.e. Canadians’ travel spend within Canada – is projected to reach nearly $104 billion, more than double the year-on-year growth last year (8.3%).
Treasure Island – TI Las Vegas Hotel & Casino, Handwritten Collection
Anything but “business as usual”: Air Canada reports Q2 results
TORONTO Air Canada’s executive team members on the airline’s Q2 earnings call this week said they’re satisfied with the quarter’s results – especially in light of persistently unpredictable market conditions.
“We are generally pleased with our results especially considering 2025 has not been business as usual to date,” said Air Canada’s President and CEO, Michael Rousseau.
Air Canada’s operating revenues for the quarter exceeded $5.6 billion, up $113 million from the previous year. On an adjusted basis, Air Canada had a net income of $207 million in the quarter compared with $369 million in the same quarter last year. The airline carried 11.6 million passengers in Q2.
Transborder travel has been on the radar for the airline and the industry at large since early 2025, when numbers started to drop dramatically. For Q2 Air Canada reported a 11% decline in revenues on transborder routes.
“We have shifted capacity away from transborder. We made the right early calls to match our capacity to the rapidly changing landscape,” said Mark Galardo, Air Canada’s
VP Revenue and Network Planning and President, Cargo. “The impact has been on traditional U.S. leisure markets like Florida, Arizona … We think we’re going to restore some of that capacity gradually. But for now, there’s no real improvement in the demand posture. We continue to think that the situation we’re in will continue all the way through the year.”
He added that Air Canada “can move capacity gradually or rapidly depending on how the market evolves.”
There was a shout-out for Air Canada Vacations, delivering a “solid performance” in Q2 based on strong consumer demand for sun destinations, said Galardo. “We have built a strong revenue base at ACV on which we will expand in the second half of the year,” he added.
The team was also asked about Porter Airlines and American Airlines filing with the US DOT for a codeshare partnership, and how that could impact Air Canada.
“We have a very strong relationship with United Airlines. I don’t see much of a change to the way we’re operating today,” said Galardo. Rousseau added: “Star Alliance is the best alliance out there. We’re certainly going to raising our game from our perspective with Star Alliance.”
Porter, AA file codeshare application with US DOT
TORONTO Porter Airlines and American Airlines are working towards a codeshare agreement.
The airlines have reportedly filed an application with the U.S. Department of Transportation.
Porter’s current codeshare partners include Air Transat and Alaska Airlines.
Porter’s competitors Air Canada and WestJet have long-established ties to U.S. carriers.
Air Canada upped its long-time partnership with United Airlines in recent years, signing a next-level joint business agreement with its fellow Star Alliance member in 2022. Building on the airlines’ long-standing alliance, the agreement allows customers to connect to dozens of codeshare destinations in the U.S. and more than a half dozen Canadian cities, plus reap the benefits of the carriers’ MileagePlus and Aeroplan loyalty programs.
WestJet meanwhile has had a joint venture agreement with Delta Air Lines since 2020. In May 2025 Onex announced plans to sell a 25% stake in WestJet to Korean Air and Delta Air Lines, pending regulatory approval.
Porter currently operates flights into 16 destinations in the U.S.. A codeshare deal between the two airlines would open up American’s Dallas / Fort Worth and Miami hubs to Porter passengers and expand Porter’s reach in the U.S. Codesharing on Porter’s flights meanwhile would give American Airlines more connectivity in Canada, particularly in Toronto, Ottawa, Montreal and Halifax.
An epic grown-up getaway
Introducing the ultimate destination in Cancun: the all-new adults-only, all-inclusive Hyatt Vivid Grand Island, offering a down-to-earth yet luxurious getaway. With the longest rooftop pool in town, breathtaking 360° views, trendy dining venues, elegant suites and unique activities like pottery workshops, this resort delivers a vacation experience that’s both relaxed and refined.
Hyatt Vivid Grand Island offers a fresh take on all-inclusive luxury
A new adults-only all-inclusive resort is now welcoming Canadian travellers to Cancún.
Bookable with Transat, Hyatt Vivid Grand Island has opened in the southern part of the hotel zone, just 12 km from Cancún International Airport. Positioned as a sophisticated yet laid-back retreat, the resort marks a modern addition to Hyatt’s all-inclusive portfolio and offers a fresh approach to upscale leisure travel.
Designed for comfort and contemporary style, the resort features expansive suites, each providing a view of the golf course or the bay. Each suite is outfitted with premium bedding, elegant bathrooms and balconies. Travellers seeking enhanced amenities can upgrade to a Vantage Club suite, which includes personalized service and exclusive access to a private lounge.
The property includes three outdoor pools, complete with loungers and swim-up bars, offering guests a relaxing setting to enjoy sunny days and ocean breezes. A range of daytime activities is available, including yoga sessions and games, alongside quieter options such as reading poolside. Dining is also a highlight, with multiple restaurants serving a variety of cuisines, complemented by lively evening entertainment and several bars.
Hyatt Vivid Grand Island is tailored for adult travellers looking for an elevated vacation experience in Cancún, combining contemporary design, personalized service and a relaxed atmosphere in one of Mexico’s most popular destinations. For more information or to book, go to transat.com.
US$1.57 trillion in global business travel spending: GBTA
DENVER Global business travel spending is projected to reach a new historical high of US$1.57 trillion in 2025, according to new stats released by the Global Business Travel Association (GBTA).
This represents a moderate yearover-year growth rate of 6.6%, as global spending is expected to slow this year due to trade tensions, policy uncertainty and economic pressures.
A rebound to 8.1% growth is projected for 2026, while longterm forecasts remain clouded by geopolitical and economic volatility.
Despite near-term challenges, global spending is projected to surpass $2 trillion by 2029 – one year later than anticipated a year ago – driven by structural shifts in trade, investment, and corporate travel behaviour.
The stats are all included in the latest edition of the GBTA Business Travel Index Outlook – Annual Global
Report & Forecast. The report serves as a five-year forecast on business travel spending covering 72 countries and 44 industries and includes insights from 7,300+ global business travellers.
The latest forecast reflects a continued recovery in nominal terms but signals growing headwinds from global trade tensions and economic uncertainty, says GBTA CEO, Suzanne Neufang.
“As we thoughtfully anticipate reaching a new high in business travel spending this year, the outlook is steady – but the road ahead is more complex,” said Neufang. “Trade policy uncertainty, inflationary pressures, and shifting global supply chains are reshaping how and where companies travel.”
According to the GBTA BTI, spending is projected to grow in 2027 by 6.4% and 6.3% in 2028, modestly higher than forecast a year ago.
The pace and trajectory of this growth, however, will depend heavily on the resolution – or escalation – of global trade tensions.
THE OUTLOOK IS STEADY – BUT THE ROAD AHEAD IS MORE COMPLEX
WestJet Vacations’ new agent portal up and running
CALGARY WestJet Vacations has launched its new WestJet Vacations Agent Portal designed specifically to support Canadian travel advisors with a streamlined and user-friendly resource hub.
Months in the making, the portal aims to simplify how advisors access key booking tools, the latest offers and product information.
Features include the latest sales, deals and offers, helpful information and FAQs, webinar and training links, destination and collection information and more advisorfriendly tools in the future.
Advisors who have an existing login for the Sunwing Agent Portal can continue to use their information to access the WestJet Vacations Agent Portal. While logging in, they can select ‘WestJet Vacations’ from the dropdown tab under ‘Brand’ or navigate between brands at the top of the portal once logged in.
Advisors who do not have an existing Sunwing Agent Portal login can register for an account.
While existing WestJet Vacations content will remain accessible on the WestJet Travel Agent Resource Site for a short period of time, all new and existing materials for WestJet Vacations will be published exclusively on the new portal.
WestJet, Kenya Airways sign interline deal
CALGARY WestJet has signed a new interline partnership agreement with Kenya Airways.
The agreement allows WestJet guests to seamlessly travel to Nairobi, and beyond, with expanded access to 35 destinations across Africa, through the Canadian airline’s extensive network of European and transborder connections.
On the other side of the Atlantic, Kenya Airways guests benefit from single stop access to Calgary, Halifax, St. John’s and Toronto, feeding into 69 North American destinations.
“Our newest interline partnership with Kenya Airways is a continuation of our tireless commitment to more global connectivity throughout WestJet’s network and beyond, unlocking new and enhanced access for WestJet guests to destinations across Africa,” said John Weatherill, WestJet Executive Vice-President and Chief Commercial Officer.
Weatherill added: ”With the addition of new single-point access to Nairobi, WestJet is further leveraging its European and transborder connection points to offer convenient and affordable connectivity in service of business and leisure guests.”
With new single-point connection access via Paris, Amsterdam, London (Gatwick), London (Heathrow) and New York (JFK) to Nairobi, WestJet guests can now book a single ticket with a connected itinerary between WestJet and Kenya Airways’ networks with single point check-in and through-checked bags.
Julius Thairu, Kenya Airways Chief Commercial & Customer Officer, said: “We are excited about this interline partnership that allows us to provide our customers with more options for connectivity across the Atlantic and especially in Canada. Our goal of connecting Africa to the World and the World to Africa remains a key component of our mission of propelling the prosperity of Africa by connecting its people, cultures and markets.”
“Raising the bar for what travellers expect”: Booking.com data on AI
TORONTO The Global AI Sentiment Report from Booking.com takes a deep dive on consumer receptiveness to AI across 33 markets.
According to the data, 81% of Canadian consumers express excitement about AI, 71% are familiar with the technology, and 78% want to use AI in their future travel plans.
At the same time the company notes significant regional differences globally: while some embrace AI’s potential, others approach it with caution.
Some 61% of Canadian consumers say they expect autonomous trip planning to go mainstream in the near future. Roughly half (48%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (96%) or while already on a trip (93%).
Canadian travellers surveyed say they most often use AI to research destinations and the best time to visit (39%), find local experiences or cultural activities (34%), and get restaurant recommendations (35%). The report also notes that AI assistants are emerging as a more trusted source for planning travel (17%) than colleagues (13%) or influencers (9%).
81% OF CANADIAN CONSUMERS ARE EXCITED ABOUT AI
Once in-trip, AI tools are most commonly used for translation capabilities (54%), in-destination activity suggestions (40%), restaurant recommendations (38%), and navigating unfamiliar locations or transport systems (37%).
Beyond making travel easier and more efficient, a benefit 54% of Canadian travellers recognize, there is also a strong desire for AI to serve as a force for good. The majority (61%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times.
Some 97% of Canadian respondents say they’ve used AI-powered search, 86% have used streaming recommendations, and 61% have engaged with generative AI tools.
On the flip side, the lack of a human touch generates doubts with 47% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 43% always factcheck, and 21% do so sometimes. Only 4% of Canadian consumers fully trust AI.
As the company notes, the greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment. Just 7% said they feel comfortable with AI making decisions independently, while 25% remain unsure, and 19% feel very uncomfortable, refusing to trust AI without human approval.
The survey was conducted via an online questionnaire April-May 2025, gathering responses from 37,325 people across 33 markets, including 1,007 people in Canada.
“We
are not standing still”: Brand USA’s Fred Dixon
TORONTO Resilience, determination and even optimism. That’s what attendees tuning in to Brand USA’s recent board meeting heard.
The summer update from America’s destination marketing organization came with the knowledge that U.S. tourism has seen tough times before, and no doubt will again. The U.S. travel industry will always rise up to meet any challenge, no matter what.
There was no doom and gloom, no anger or even frustration –which certainly would have been understandable given Brand USA’s recent budget cut at the hands of the U.S. administration, from US$100 million to $20 million.
Not to mention the April 2025 firing of five board members.
Instead Brand USA’s CEO Fred Dixon and his team communicated a can-do attitude perfectly in keeping with the best of America and its people.
“We are not standing still,” said Dixon. “We have a smaller board. We’re an operational board,” he said. “Like you, we were disappointed by the funding cut, from $100 million to $20 million. That is a big shift and that will require reallocation of resources. However we’re encouraged by our ongoing dialogue with all levels of the federal government … and we have a strong and unified voice in those
conversations. Our work absolutely continues apace.”
“OUR COMMITMENT TO CANADA REMAINS STRONG”
“We’ve been through a lot since April,” said Dixon.
Not only were five board members unceremoniously fired, but Brand USA also lost Director, Global Trade Development (Canada) for Brand USA, Casey Canevari. Canevari passed away May 1.
“Despite some discouraging headlines, what we saw on the ground [at Canada Connect in April 2025] was extraordinary enthusiasm from the trade. Our commitment to Canada remains strong,” said Dixon.
WILL RECOVERY COME IN TIME FOR ‘AMERICA 250’ IN 2026?
Next year is a big one for Brand USA and its tourism partners across the country. The U.S. will be celebrating its 250th anniversary with America 250, plus there’s the 2026 FIFA World Cup, and Route 66 Centennial.
Dixon added that he’s especially optimistic about America the Beautiful, the new promotional campaign launched at IPW 2025 and designed to win over international travellers.
Brand USA is going big on America the Beautiful. So much so that soon AmericaTheBeautiful.com will replace VisitTheUSA.com as Brand USA’s consumer-facing URL, said Dixon.
DESPITE SOME DISCOURAGING HEADLINES, WHAT WE SAW WAS EXTRAORDINARY ENTHUSIASM
There was no reason to believe 2026 wouldn’t be a banner year for the U.S. Instead the country is facing a downturn in visitation. Will the rebound come in time?
“We have an opportunity to reaffirm the U.S. as the number one travel destination in the world,” said Dixon. “America 250, FIFA, Route 66 … these are powerful moments to inspire bookings.”
FORECAST DROP FOR CANADA IN 2025: 20%
With 2026 on the horizon, Brand USA is also focused on its latest 2025 visitation data.
Total U.S. inbound visitation for January-April 2025 was down 1.1% year over year. Canada saw a “steep decline,” down 14.5%, while Mexico was up 15.4%.
Excluding Canada and Mexico, overseas visitation was down 1.2% in the first six months of 2025, for a total of 15.9 million overseas visitors.
Looking at the U.S. international travel forecast, Tourism Economics predicts 66.5 million inbound international visitors in 2025, down 8.2% from 2024. Growth is expected to resume in 2026 with 68.8 million visitors forecast for 2026, and 73.1 million in 2027.
Canada and Mexico remain the top two source markets for the U.S., by a significant margin.
In 2025 vs. 2024, the forecast drop from the Canadian market is 20%, to 16.145 million visitors.
Intrepid marks strong 50% growth from Canada
TORONTO The views from Intrepid Travels’ recent Toronto rooftop party were stellar – just like the company’s outlook from the booming Canadian market.
“Canada is very strong with 50% year over year growth. And that’s from a strong base to begin with,” Intrepid’s President and GM, Canada, Christian Wolters, told Travelweek.
Intrepid’s outbound bookings from this market are up, plus bookings from Canadians for travel within Canada have increased 37%.
Drilling down to regional stats, Intrepid’s bookings from Canadians to Eastern Canada surged by 152% during Intrepid’s June sale that gave 20% off on Canadian trips for
Canadian travellers, prompting the company to expand fall departures.
“They’ve had some great marketing,” noted Wolters, from Newfoundland and Labrador, to Nova Scotia, to Prince Edward Island, to the viral ‘Come Hug it Out’ ad from Quebec’s Eastern Townships.
The strong Canadian bookings are in contrast with the U.S. market. Americans were booking in good numbers at the very start of the year, said Wolters, but then started to take a downward turn “after Jan. 20.”
Wolters told Travelweek: “We had very high expectations for 2025 at the start of the year. Canada has delivered, the U.S. has not. The U.S. started 40% up in January. The election and new administration spooked Americans in a lot of different ways.”
FROM HIGH EXPECTATIONS AT THE START OF THE YEAR, CANADA HAS DELIVERED, THE U.S. HAS NOT
Intrepid’s President and GM, Canada, Christian Wolters and Hannah Choat, PR Manager, North America
With chaos and instability, people aren’t as likely to book travel. “Travel’s really tied to the economy. When people feel like they have security, when they have money in the bank, they travel,” he said.
And just like the post-pandemic surge, the emphasis for many consumers is on experiences, not goods, he added. The rush to travel has narrowed Intrepid’s booking window, now averaging less than 3 months.
More travellers are getting the message that off-season travel is often more cost-effective, and less crowded. Or maybe they’re just seeing social media pics of top tourism attractions jammed in the summer months and using common sense to time their vacations. Whatever the reason, off-season travel is on the rise, said Wolters. November bookings are up 62% year over year in both terms of both passengers and revenue.
More fun facts from Intrepid: Vietnam is a top seller from Canada, despite not ranking in the U.S. or globally. Cycling trips are gaining traction in Canada but declining in the U.S., signalling a stronger local appetite for immersive, active experiences.
The Intrepid team recently ‘Intrepid Day’ on July 24, a new annual celebration of how travel can create positive change. All 31 of the company’s offices took part globally.
Expedia TAAP rolls out new booking tools for agents
SEATTLE Expedia’s Travel Agent Affiliate Program (TAAP) has introduced a suite of new platform enhancements aimed at helping travel advisors work more efficiently, better serve their clients and unlock fresh revenue opportunities.
The updates are based directly on feedback from advisors worldwide and offer new capabilities for trip management, flexible payments and advisor compensation.
Among the key upgrades are improved deferred payment capabilities, a new bank transfer payment option and the expanded rollout of the agency service charge feature.
Together, these features provide travel advisors with more control over how they manage and profit from their bookings.
“With 45% of travellers using an advisor to book most or all of their trips in the past year, it’s clear that the role of the travel advisor has never been more essential,” said Robin Lawther, VP of Expedia TAAP. “We’re seeing strong momentum behind our latest tools, which speaks volumes about the real-world impact they’re having on advisors’ businesses. Looking ahead, we’re continuing to invest in the platform – with new functionalities and enhancements on the horizon that will make it even easier for advisors to grow and thrive.”
Expedia TAAP has enhanced its popular “book now, pay later” option, now allowing payments to be deferred up to 365 days in advance – an increase from the previous 280day limit.
This change is designed to support advisors working with clients who plan their travels well in advance, helping them secure deals early without immediate financial commitment.
The platform also now supports changes to deferred payment bookings. Using a new Hard Change feature, advisors can make key postbooking changes such as adjusting travel dates, occupancy or room type, directly with the platform. This eliminates the need to cancel and rebook, saving advisors time and allow for faster responses to their clients.
These enhancements are available in all 34 Expedia TAAP markets and apply to eligible hotel bookings.
Advisors can now pay for hotel bookings via bank transfer, offering a new alternative to other payment types. This is now live across some European markets. This new method provides more flexibility for agencies that prefer alternatives to credit card payments and is expected to simplify payment workflows for advisors operating in regions where card usage is less common.
Expedia TAAP has also expanded the availability of its agency service charge tool to over 20 markets, including Canada, the U.S., U.K., Mexico, Australia, Germany, France and the U.A.E.
The feature enables advisors to apply a discretionary service charge of up to 30% of the total lodging booking value directly within the Expedia TAAP platform.
Sunwing Vacations’ first ‘Flynancial Flash Sale’ on now
TORONTO Sunwing Vacations is bringing back the excitement of the Wild Wednesday program, but with bigger and better offers.
The tour operator says its recurring ‘Flynancial Flash Sales’ will offer flexibility and value for travellers through significant savings on expertly curated resort packages from gateways across Canada for a longer booking window of 72-hours. The first sale kicked off July 30.
Each 72-hour flash sale spotlights a different resort with significant savings on packages that include roundtrip airfare on board WestJet, hotel accommodations, and indestination transfers, provided by NexusTours.
Unlike traditional flash sales, travellers have three full days to book — “offering more flexibility without losing the thrill of a time-limited offer,” says Sunwing.
The first Flynancial Flash Sale kicked off with a Punta Cana resort, available to book at for up to 40% off select gateways, until Aug. 1.
Travel advisors can visit the Sunwing Agent Portal for further details.
Trafalgar has a new offer ahead of river cruise debut
COSTA MESA, CA Trafalgar has launched a limited-time offer for both travel advisors and their clients to mark its entry into the river cruise market.
From now through Sept. 30, 2025, advisors will earn a $750 gift card per couple booked, while their clients will receive $2,000 off per couple on select 2026 Trafalgar river cruise departures.
Advisors can use the promo code TR26IOS to apply client savings and qualify for the gift card.
“We’re incredibly proud of the strong response to Trafalgar’s first-ever river cruises, which we announced in May. This offer keeps that
momentum going while reinforcing our commitment to putting advisors first,” said Whitney Ramirez, SVP of Sales, TTC Tour Brands, parent company of Trafalgar.
Trafalgar’s two inaugural itineraries, which start sailing in April 2026, include the eight-day Best of the Danube, which sails from Budapest to Passau aboard the Trafalgar Reverie and includes a ‘Be My Guest’ experience at Austria’s oldest winery, and the 10-day Best of the Rhine and Amsterdam, a journey from Basel to Amsterdam aboard Trafalgar Verity featuring Strasbourg’s old town and farm-to-table dining.
WE’RE INCREDIBLY PROUD OF THE STRONG RESPONSE TO TRAFALGAR’S FIRST-EVER RIVER CRUISES
Trafalgar on the Rhine River
TTC Tour Brands debuts 16 tours for 2026
TORONTO TTC Tour Brands has launched 16 new itineraries for travel in 2026.
The new additions mark the company’s the largest introduction of new trips in the past seven years, across three of its top brands: Trafalgar, Insight Vacations and Luxury Gold.
The expansion spans five continents, with each of the new itineraries including a mix of nature escapes, culinary explorations, heritagerich adventures and women-only departures.
“With destinations like Portugal, South Korea, and the Balkans trending for 2025, a growing demand for women-only experiences and a desire for multi-country adventures, these new itineraries tap directly into travellers’ emerging desires through
THESE
more meaningful experiences,” said Melissa DaSilva, Deputy CEO of TTC Tour Brands.
“Enhanced with our signature experiences and guidance from local experts, these new trips allow travellers to make valuable connections with the places they visit. We’re not just adding more destinations, we’re meeting our travellers’ desire to connect more deeply with the world and with themselves.”
Trafalgar’s new offerings for 2026 include the 12-day Spain, Morocco & Portugal Whirl; the nine-day Best of Romania, Transylvania & Hungary; and the 11-day Best of Sri Lanka.
With Insight Vacations, new tours include the 10-day Adriatic Escape and the 12-day Heart of Patagonia.
And with Luxury Gold, new trips include the 10-day Spectacular Scotland and the 11-day Ultimate Portugal.
NEW TRIPS ALLOW TRAVELLERS TO MAKE VALUABLE
CONNECTIONS
WITH THE PLACES THEY VISIT
ACV brings back ‘Share the Sunshine’
EBB
MONTREAL Air Canada Vacations’ ‘Share the Sunshine’ early booking bonus is back.
The promotion rewards both clients and travel advisors when booking group getaways to the sun.
Groups of 10 or more passengers can save $200 per person by booking in advance.
Plus, travel advisors will receive a $100 Amazon gift card for every eligible group booking.
The limited time offer is valid for bookings made June 30 - Aug. 29, 2025, for travel Nov. 1, 2025 - Oct. 31, 2026. It applies to select vacation packages to Mexico, the Caribbean, Central America, and Cartagena.
To qualify, group bookings must include a minimum of 10 passengers, four rooms, and a seven-night stay. The savings apply to the base fare only, and flights must be operated by Air Canada or Air Canada Rouge.
This offer is subject to availability at the time of booking, and additional conditions may apply.
To receive the $100 digital Amazon Gift Card, travel advisors must use their ACV&ME registered email at booking and when completing the redemption form, which must be submitted by Sept. 12, 2025.
One form per eligible group booking is required. Gift cards will be sent through the ACV&ME program by Sept. 19, 2025. Restrictions may apply.
Dubrovnik, Croatia
Goway introduces Greenland product line
TORONTO Goway is deepening its Northern Europe offerings with the introduction of a dedicated Greenland product line, adding four new itineraries and 11 add-on excursions to its portfolio.
The new trips include four smallgroup and independent trips that highlight the country’s dramatic landscapes, Inuit culture and unique Arctic encounters.
This expansion aligns with the vision of Paul Holinaty, Goway’s commercial manager for Central and Northern Europe, who has been instrumental in developing tailor-made travel in the region.
“Greenland is unlike anywhere else,” says Holinaty. “With 80% of the island covered in glaciers and ice sheets, witnessing icebergs break off at Eqi Glacier or drift through the Ilulissat Icefjord is truly breathtaking. There’s nothing quite like sailing late at night during the summer, with the Midnight sun hovering on the horizon, painting the icebergs in incredible colours. In winter, you’ll see some of the best Northern Lights you’ll see anywhere in the world.”
Among the new offerings is a long weekend itinerary in Ilulissat, including flights from Reykjavik. United Airlines currently provides direct service from Newark to Nuuk twice weekly, on Tuesdays and Fridays, through to September 2025.
Travel to Greenland is most popular in summer (June to August) and winter (December to April), offering travellers the chance to experience either the midnight sun or the aurora borealis, depending on the season.
This latest development follows Goway’s launch of 14 new itineraries across Denmark, Finland, Norway and Sweden less than a year ago. The addition of Greenland builds on that momentum and provides travellers with even more opportunities to explore off-the-beaten-path destinations in the Arctic and Northern Europe.
Goway plans to continue expanding its offerings across the region.
Railbookers’ Switzerland Week now underway
TORONTO Railbookers in collaboration with Swiss Travel System AG and Switzerland Tourism has announced its first-ever Switzerland Week.
The celebration of all things Swiss started July 28. All week long, Railbookers is offering exclusive deals on Swiss itineraries with an extra $100 savings on top of its flash sale – paired with a showcase of all the experiences that make Switzerland the premier destination for rail vacations.
The festivities culminate on August 1 in honour of Swiss National Day. Jim Marini, SVP Strategic Partnerships, said Railbookers offers the world’s leading portfolio of independent Switzerland rail vacations, partnering with Swiss Travel System AG to offer trains throughout the country, including the famed scenic trains like the Glacier Express, Bernina Express, Gotthard Panorama Express, and GoldenPass Express.
In between, Railbookers works with top hotels and sightseeing excursions to offer a complete solution for travellers exploring the country.
Switzerland represents Railbookers’ most popular destination, with nearly one in five guests including the country in their travel plans.
Demand for Switzerland continues to grow as well, with guest departures
YOU’LL SEE SOME OF THE BEST NORTHERN LIGHTS ANYWHERE IN THE WORLD
Kulusuk Village, Greenland
up 47% in 2025 and trending even higher for 2026.
Railbookers currently offers more than 200 different itineraries featuring Switzerland and is continually adding new product based on guest feedback and market trends.
Newly launched packages in 2025 include new overnight destinations such as Murren and additional options in Grindelwald, activities like a St. Bernard dog experience in Martigny, exclusive lake cruises from Lucerne, new mountain excursions to Schilthorn, and even train-based activities like the Cheese Train from Montreux.
“Our proud, long-standing partnership with Swiss Travel System AG and Switzerland Tourism allows us to continue to showcase the best of Switzerland to our travel advisors and guests,” said Marini.
He added that whether clients are arriving from a European river cruise or seeking it out as the sole focus of their trip, “Switzerland is a bucketlist destination that everyone should experience by rail at least once in their life.”
Brightline & Discover the World forge partnership
TORONTO The new partnership between Brightline and Discover the World aims to expand travel trade partnerships for Brightline’s highspeed rail service in Florida.
Brightline’s service connects Orlando and Miami with downtown stops in key cities West Palm Beach, Boca Raton, Fort Lauderdale and Aventura, creating a major connection for tourism and commerce.
As part of this partnership, the Discover team will educate trade partners about Brightline’s product, develop effective trade strategies, and grow sales across North America, Latin America, and key European markets.
It’s an opportunity to showcase how Brightline is opening more travel options for visitors to Florida, says Discover the World.
Brightline expanded service to Orlando in September 2023,
connecting thousands of guests each day between the ‘Theme Park Capital of the World’ and ‘Cruise Capital of the World.’ The intercity rail service with South Florida downtown stations in West Palm Beach, Boca Raton, Fort Lauderdale, Aventura and Miami makes it easy to travel between Orlando International Airport and these city centres and their many attractions.
For added connectivity, Brightline recently doubled its Airport Connector Shuttles service connecting Miami International Airport (MIA) and Fort LauderdaleHollywood International Airport (FLL) to respective Brightline stations.
Cruise ports near Brightline stations include Port Miami, Port Everglades and Port of Palm Beach. Cruisers sailing from Port Canaveral can connect to transportation at Orlando International Airport.
Travellers from across the globe can book the hospitality-driven rail service to connect to their favourite Central or South Florida destination.
In fall 2023 Brightline launched its Travel Professional Program that includes commissionable bookings. And last year Brightline announced its partnership with AccesRail, allowing travel advisors to access and book the Florida rail line’s products via GDS. Using booking code 9B travel partners can easily book Brightline rail segments in a similar fashion to flights on all GDS systems including Amadeus, Sabre and Travelport. Brightline also has its own IATA code, BE.
Brightline, Miami Station
