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NTA President Addresses U.S.-to-Canada Tourism at Symposium

October 20, 2011


LEXINGTON, Ky., USA—NTA President Lisa Simon, CTP, addressed members of the Ontario Tourism Marketing Partnership today at the North American Trade Symposium in Toronto. Simon’s message: The path to rebuilding U.S. tourism to Canada lies in tapping growth markets.

"Looking at today’s operator marketplace, NTA sees many opportunities involving new business, burgeoning markets and a fresh way of looking at the tried and true," Simon said.

Simon cited a dramatic rise in the number of tour operators and suppliers creating new programs, products and services that cater to the interests of upward-trending markets: intergenerational families, faith-based groups, adventure seekers, students and baby boomers, as well as independent travelers. She advised the audience, comprised mostly of suppliers, to find tour operators who can help them develop new product, as each market has its own nuances.

Along with Simon, presenters at the symposium included American Bus Association President Pete Pantuso; Judy Rogers, president of Research Resolutions and Consulting; Norman Howe, president of Butterfield & Robinson; Victoria Pearson, president of Routes to Learning Canada; and Ann Fairley, vice-president of the Ontario Motor Coach Association.

The number of U.S. travelers to Canada has decreased in recent years, due to factors such as the new passport requirement, a reduction in Canadian marketing promotions in the U.S., and a rising Canadian dollar. Simon reassured symposium attendees that Canada remains the number-one international destination for NTA operators, with more than 300 member companies packaging travel to Canada.

"When looking for ways to increase travel here from the United States, we do have challenges, but with the combination of incredible culture, international flavor and outdoor activities, Ontario has so much to offer any traveler," said Simon. "I applaud Sandra Rice, with Ontario Tourism, for bringing the industry together to discuss these tough issues. The Ontario Tourism Marketing Partnership has such vision and continues to be a real leader in Canada."

About NTA: Now celebrating its 60th year, NTA is the leading association for professionals serving travelers to, from and within North America.  Our members are tour operators, suppliers and destination marketing organizations from more than 40 countries. For general information, visit For details about our upcoming Convention, visit the Convention Web page.

About OTMP: The Ontario Tourism Marketing Partnership Corporation collaborates with tourism partners locally and internationally to showcase our province as a premier all-season travel destination. Since launching in 1999, the OTMPC has developed and delivered exciting, integrated marketing programs at home and abroad.

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