Tourism Officials Look North To Canada


The Department of Tourism has its eye on expanding on an international market: Officials told Superior Days delegates meeting in Madison this week that hope they can persuade our Canadian neighbors to vacation in Wisconsin.

Department of Tourism Brand Manager Sarah Klavas says Canada is the number one target of the new International Marketing Task Force, for a number of reasons. She says the first is the country’s convenient location. “Interestingly enough, it is the lowest hanging fruit and so we’re going to pick it. It is going to be the number one market in our new marketing plan.”

Klavas says another top reason Canada is a top priority is that there are no cultural barriers. “We can eliminate any language barriers, because that’s one of the difficulties with foreign markets. We have to prepare ourselves in a different way to host travelers from other countries because they have different expectations: not only a language but how they receive their tourism experience. We don’t have any of those issues with the Canadian market.”

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Although Canada is number one right now, Klavas says Wisconsin is still looking for other international markets. “We will be, as a state, and looking for our tourism partners, going into the Canadian market while we keep our eye on the Chinese market and the Brazil market.”

Klavas says the department doesn’t have the money or resources right now to go after Brazil and China but those markets aren’t out of the question in the future.