Canadians are avoiding the United States, and Americans are taking notice. Some of the busiest airports in the world look unrecognizable these days, without Canadian tourists throughout the usually busy summer months. In reaction, certain U.S. states are taking begging to the next level. Vermont, in particular, offered Canadians a free admission deal to various bike parks in early August. In addition, Vermont renamed an entire street to entice Canadians back in while making them feel welcomed.

Despite all the efforts, Canadians are still avoiding the U.S., and this trend is now starting to show up in other countries as well. One European country in particular is scaling back from U.S. travel.

From a Facebook group to an app, this European country has also seen a decrease in travel to the U.S. in recent months.

Here’s a closer look at the country in question, and what the numbers are saying.

French Tourists Are Turning Their Backs To Commonly Visited Areas Like California

It has been well documented that Canadians are avoiding the United States. Month after month, travel trends continue to decline compared to the previous year in 2024. However, the boycott extends far beyond Canada and also encompasses Europe.

In fact, according to recent data, Europeans are choosing Canada instead of the U.S. Travelers from the UK, Germany, and France are now opting for Ontario instead of America. When asked about future destinations, 64% of Europeans had an interest in visiting Canada, along with 54% approving a visit to Ontario.

Canada is listening to these trends, expanding its international routes.

However, Canada isn’t the only country making moves to avoid the United States. Dating back to early 2025, France has also made significant moves that indicate it’s headed in a similar direction.

​​​From apps to Facebook groups, France is also advocating reducing travel to the U.S. This movement dates back months. In early 2025, a Facebook user launched the group, “Boycott USA, Buy French and European!”

According to CTV News, the group attracted 20,000 members online in just two weeks. Additionally, locals in France are also using an app to detect products from the United States. With the app, customers can sidestep American products and solely focus on European or homemade items instead.

What The Numbers Are Saying?

The numbers also reflect the key changes currently taking place. According to the travel agency Voyageurs du Monde, French tourists are losing interest in tourism in California, as well as in parks in Arizona. The decline in sales has led to a reduction of at least 20%.

Jean-François Rial, Voyageurs du Monde manager, said in a statement:

“For political reasons, it’s rare. People are flocking to Canada and Mexico.”

Other French travel agencies have reported an 11% decrease in U.S.-related travel, all triggered by government changes in America. Travel agencies in France claim that things are at a standstill due to inexperienced travelers being sensitive to the current content related to the United States.

Along with French tourists taking a stand, the government of France has also issued stricter warnings for travel to the United States in recent months.

France Has Strengthened Its Stance On Boycotting The United States With Tighter Travel Advisories

France has issued key advisories for travel to the United States.

The concerns include alerts on:

• Political climate
• Potential natural disasters
• Ongoing demonstrations

Demonstration warnings were issued for downtown Los Angeles, Paramount, and Compton in response to prior events.

The French government is also asking visitors to the United States to be aware of the new Visa requirements. The U.S. government announced a new “integrity fee” that is looming closer. This may shift tourism even further away from the United States, with yet another fee for foreign travelers.

The U.S. Department Of State Has Issued Travel Advisories Of Its Own For France

On the contrary, the U.S. Department of State has upped its warning for travel to France. The current advisory is under a “Level 2: Exercise Increased Caution.” The advisory bump is due to increased terrorism and civil unrest.

The Department of State wrote that theft, such as pickpocketing, is widespread in France.

“Pickpocketing and phone thefts are common, especially in crowded places. Terrorist groups continue to plan possible attacks in France and may attack with little to no warning. There are also regular, peaceful protests and strikes in Paris and other cities throughout France.”

The Eiffel Tower and cruise boats on the River Seine on a summer day in Paris, France

The Department of State added advisories on which areas American travelers need to beware of pickpocketing scenarios.

The number of Americans visiting France has not dipped and, according to reports, actually increased in 2025 by 3% compared to last year, 2024. For now, the opposite isn’t true for French tourists visiting the U.S.

Be sure to let us know your thoughts on France’s boycott of the United States. Will these boycotts last? Chime in down below.

The luxury travel market is being reshaped by shifting regional wealth hubs and new generations of consumers, according to a new report.

Architectural firm WATG’s research division has released Evolving Wealth: A New Paradigm for Luxury Travel, which outlines the ways the luxury hospitality sector is changing.

New centres of wealth are redefining the global map of luxury demand. The US and China remain dominant luxury seekers, with 80 per cent of China’s new wealthy consumers being under 50 years old.

India’s affluent class is projected to grow from 60 million to 100 million by 2027 and the Gulf nations are forecast to see a 150 per cent increase in centi-millionaires by 2028.

Southeast Asia and Africa are also seeing a new wave of luxury travel seekers.

By understanding the new luxury travel trends, hospitality facilities can be designed to resonate with these consumers.

The market

Using consumer research, the authors estimate the value of global luxury travel in 2024 was US$219 billion (€189 billion, £165 billion), surpassing pre-pandemic levels and driven by a rise in demand for bespoke top-tier experiences.

The total luxury market, including goods and services, is worth approximately US1.54 trillion (€1.33 trillion, £1.16 trillion). Citing a recent McKinsey study, the research highlights a drastic increase in demand for luxury experiences among Gen Z (52 per cent) compared to only 29 per cent of Baby Boomers. Experiences have more value to younger generations than possessions.

Demographic trends

The demographics and behaviours of luxury consumers are changing, which WATG says should serve as a reminder that serving a one-size-fits-all hospitality model won’t work.

According to data by Cerulli Associates, in the US alone, a US$84 trillion (€73 trillion, £63 trillion) intergenerational family wealth transfer is underway. This is accelerating the spending power among Gen X, Millennials and Gen Z, who already represent a growing share of high net worth individuals.

While Baby Boomers still represent 80 per cent of luxury spending power, younger generations are catching up and their priorities appear to be experiences that promote sustainability, personalisation and immersive cultural trips.

For example, 38 per cent of luxury seekers are willing to pay 30-50 per cent more for sustainable travel features. Gen Z is also driving digital nomadism – moving between global cities such as Miami, Dubai and Singapore.

Millennials are leading the ‘bleisure’ (business and leisure) travel trend, blending work with holidays. This is leading to an increase in demand for long-stay accommodation types that cater to remote working combined with relaxation.

Gen Z seek novelty and self-discovery, according to the authors. They say the industry is evolving to offer immersive, transformative experiences that challenge traditional luxury travel, for example, deep sea exploration and high altitude treks.

Luxury consumer wealth demand drivers

The growth of the luxury travel market is being driven by the increase in the number of millionaires and high net worth individuals around the world. WATG says these consumers seek novelty, culture, history and authentic experiences.

WATG has categorised these:

•Aspiring luxury/ mass affluent
These people are financially secure, often made up of professionals, entrepreneurs or those with dual-income household assets with a value of between US$100,000 (€86,500, £75,300) to US$1 million (€865,000, £753,000).

They represent 35 per cent of the luxury travel market, spend selectively on luxury and prioritise premium experiences while remaining value-conscious.

WATG says these consumers may look for more heavily-branded luxury experiences to validate their decision to splurge on a premium experience.

This cohort is expected to replace the middle class as growth drivers in the coming decade. They will prioritise travel over other forms of discretionary spending.

•Millionaires next-door

These people live more frugally, below their means, despite their assets being worth US$1-5 million (€865,000-4.3 million, £753,000-3.8 million). They often reside in middle-class neighbourhoods and their purchasing priorities include quality, longevity as well as discreet luxury experiences. WATG says these consumers are key customers for well-designed premium hospitality with substance.

•High net worth individuals

These people, with wealth amounting to US$5-30 million (€4.3-26 million £3.8-22.6 million), seek top tier travel experiences and are key players in the global luxury economy. Key growth markets for this population are growing in Asia, the Middle East and North America.

•Ultra high net worth individuals

Those with net worth exceeding US$30m (€26 million, £22.6 million), this group represents less than 1 per cent of the global population but has a disproportionate effect on luxury markets. They are known for distinctive demands and seeking rare, hyperpersonalised and private experiences.

Hospitality

Real estate information company CoStar says the number of available global luxury rooms could reach 1.9 million in 2030, up from 1.6 million in 2023.

The authors of the report say the cost of luxury hotel suites has increased globally by 9.2 per cent and HNWIs in the APAC region spend the most on five-star hotels, compared to other regions.

To read the report, click here.

Monday, August 4, 2025

With the ongoing changes pertaining to the digital realm and how it affects various sectors around the world, the 2025 DigiMarCon series is expected to host movers and shakers from the digital marketing, media, and advertising professions on three continents. This year, the conference is set to take place in three important locations: New Zealand, Australia (Oceania) and the United Kingdom. During the period of August 7th to 29th, 2025, these events will provide digital marketers, advertisers, and professionals in the tourism industry the chance to collaborate and discover ways to leverage digital tools to enhance international travel and tourism. This article analyzes how the forthcoming DigiMarCon events may impact the travel and tourism industry, providing invaluable insights on an industry in flux.

DigiMarCon New Zealand 2025: Integrating Innovation in Travel Marketing

Auckland will welcome leaders in digital marketing from across the globe on the 7th and 8th of August for DigiMarCon New Zealand 2025 to be held at the Hilton Auckland Hotel. The conference will concentrate on digital marketing, media, and advertising which will, in turn, focus on the increasing impact of technology in tourism. The tourism industry in New Zealand, famous for its stunning scenery and gold standard tourism products, will be poised to gain from the conference. The marketing strategies discussed in the conference will greatly help tourism operators in engaging more with travelers, enhance immersive digital experience, and increase the appeal of New Zealand as a destination for tourists.
In the New Zealand tourism eco-system, the marketing of adventure tourism, eco-tourism, and cultural tourism has been greatly aided by technological integration. DigiMarCon New Zealand 2025 will focus in detail on how modern technologies like AI, VR, and advanced analytics can impact the tourism business’s ability to optimize marketing to travelers. New Zealand’s tourism industry needs to adapt to the digitally-savvy travelers lest it be placed at a disadvantage in the highly competitive global tourism industry.

The way a destination is marketed on the Internet has a significant impact on tourism. Influencers, paid advertising, and social media marketing shape the decisions of potential travelers. These and other issues will be discussed at DigiMarCon New Zealand 2025, which will focus on creating ads that speak to the modern traveler. Through a focus on personalization, experience-driven content, and interactive digital design, this conference is poised to catalyze a more digitally integrated and forward-thinking tourism sector in New Zealand.

DigiMarCon Oceania 2025: Enhancing Digital Advertising in the Travel Sector

On August 13 and 14, 2023, the Melbourne Cricket Ground will host DigiMarCon Oceania 2025 in Melbourne, Australia. This conference will bring together leading marketers, media specialists, and representatives of the tourism industry from all corners of the Oceania region. Attendance is guaranteed to gain insight on new issues and prospects in digital marketing which benefit travel and tourism.

In Australia and the rest of the Oceania region, tourism is of great economic significance. With the advancement of technology, tourism businesses need to shift their focus to novel methods of engaging potential tourists. DigiMarCon Oceania 2025 will discuss the use of digital marketing, social media, and data analysis to capture tourism stakeholders marketing attention to tourists from all over the world. Participants will learn how to implement techniques to drive engagement, increase visibility, and automate marketing for better results.

Australia’s stunning milestones, from lively cities to scenic beaches, provide endless tourism activities for visitors. The main challenge is how to sell these services to different sections of the travel market. Regions such as Melbourne, Sydney, and The Great Barrier Reef need to stand out more than ever, and with the emergence of TikTok, Instagram, and Facebook, digital marketing seems to be the way forward. The conference will discuss these and many more ways to promote Australia’s tourism activities in international markets.

The tourism professionals in Oceania will greatly benefit from the conference’s sessions on digital trends, audience engagement, and content marketing. It will be important to know how to utilize influencer marketing and other digital tools as reviews and platforms play a crucial role in travelers’ decision-making. Actions capable of helping Australia and its neighbouring destinations maintain an edge in the competitive global tourism contest are likely to be uncovered at DigiMarCon Oceania 2025.

DigiMarCon UK 2025: Defining the Future of Digital Tourism Marketing in the UK

The final event of the DigiMarCon 2025 series will occur at the Sofitel London Heathrow Hotel in London, United Kingdom, on 28 and 29 August. As a leading inbound travel and tourism market, the UK will be a showcase for the most recent developments in digital marketing as it applies to the global tourism industry. The UK is one of the leading tourism markets worldwide, and being able to re-market exposed to rapidly evolving world of digital marketing will be one of the main benefits of the conference.

At DigiMarCon UK 2025, world tourism professionals will discuss the impact of digital marketing and emerging technologies on travel behaviors. The event will cover the functions of online travel agencies, virtual tours, and marketing focused on consumer content in promoting the UK. While promoting the charm of its historic sites, the allure of London’s vibrant city life, and the stunning British countryside, digital marketing aids UK tourism in differentiating itself in the competitive global industry.

The UK tourism industry is already undergoing digital innovation, with destinations implementing immersive VR technologies and AI recommendations for tourists. DigiMarCon UK 2025 will look into how these innovations can be incorporated into advertising to enhance the scope of personalized marketing and engagement for prospective visitors. As travel and tourism become more digitally driven, the knowledge acquired in this conference will aid in the development of focused and efficient marketing strategies.

Later on, the issue of sustainability’s marketing impact on tourism will also be developed at DigiMarCon UK 2025. Because of the growing concerns that travelers have regarding their carbon footprint, tourism companies in the UK have to re-evaluate their marketing and operational strategies to give prominence to sustainable travel. This is one of the objectives of the conference because, through digital marketing, companies can convey their sustainability messages much more conveniently and through multiple platforms.

The Effect of DigiMarCon on Global Travel and Tourism

The series of conferences DigiMarCon 2025 will hold in New Zealand, Oceania and the UK will be instrumental in shaping global travel and tourism marketing. There is a growing dependence on digital technologies for decision-making, and tourism companies need to know how to utilize new technologies and approaches to reach the travelers.

Discussion regarding the application of AI, data analytics, and personalized marketing to improve customer service will be targeted toward travelers in the tourism industry. In addition to that, DigiMarCon 2025 will give more power to tourism professionals to respond to contemporary consumer spending patterns by focusing on digital and social media advertising. As the traditional means of travel planning give way to electronic and digital media, the need to influence through digital strategies will become a priority.

The travel and tourism sector is undergoing a transformation, and the lessons from DigiMarCon 2025 will enable many businesses to get ahead of the competition. The impact of these businesses will be felt throughout New Zealand, Oceania, and even the UK as tourism marketers and businesses overhaul their strategies to engage with the modern traveler.

In the wake of the rapid changes the digital world is bringing to the tourism sector, this is a wonderful time for professionals to attend DigiMarCon 2025 and network with elite marketers and speakers. The adoption of digital technologies within tourism will aid the industry in not only marketing to and attracting prospective travelers but will also help in the recovery and expansion of the travel industry in the years to come.