Americans Paused. Canadians Pivoted. Europe’s Marketing Has to Change.

AI Summary

European destinations are being urged to treat the United States and Canada as distinct travel markets rather than as a single North American audience. The article argues that destinations tailoring their marketing and staffing to each market may be better positioned to capture growth.

Americans and Canadians have stopped traveling like one market. Whether a European destination runs North America from New York or has a team in Toronto, the ones that plan for each market separately stand to take the growth.