Local tourism officials in London are considering how to market to the U.S.

Thursday, January 20, 2022

Local tourism officials are considering how they market to the U.S. It is a move to ward off the impacts of the pandemic.
Their plans emphasize on passive actions like enlisting marketing students to review current promotions. Some tourist groups are also taking more direct tactics into account, including how to explain Canada’s COVID-19 regulations to Americans in the best possible way.

Mark Perrin, the executive director of Tourism Sarnia-Lambton, said that the latter move is important for attracting and assuring Americans considering traveling to southwestern Ontario this spring and summer.

Perrin said that constant changes in regulations have confused U.S. visitors even between COVID-19 waves.

This year, he suggests spending a bit less on promoting local attractions and more on marketing material that explains the rules to Americans before they arrive.

To make sure that Americans feel welcome is also important for tourism officials in London.

But unlike Sarnia-Lambton where U.S. visitors account for a high proportion of tourists, Americans account for only 10 percent of overnight visitors in the Forest City.

Tourism London has also turned to marketing students at Fanshawe College, asking them to find out how to get more Americans to visit in the coming months after the pandemic subsides.

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