U.S. Travel Assn. Responds to “Trump Slump,” Plus New Fairmont Hotels Campaign, Chicago Tourism Boom and a Silly Hawaii Comment

Fairmont Hotels is launching a new brand campaign all about making special happen during travel.

From private planes to secret teas, Fairmont Hotels & Resorts invites guests to discover just how Make Special Happen can unfold across Canada.

Launched on May 19th, Make Special Happen is Fairmont’s new global campaign, a cinematic homage to the brand’s legacy of iconic celebrations. Shot at Toronto’s Fairmont Royal York and directed by Jean Claude Thibaut, the film follows a cast of charismatic characters as they prepare for a grand gathering, capturing the joy of every journey toward something unforgettable.

But this campaign isn’t just about major milestones. It’s about making the everyday extraordinary. Whether that’s yoga under a waterfall, a speakeasy-style mystery night, or afternoon tea turned theatrical.

 

The Fairmont Royal York Hotel in Toronto. JIM BYERS PHOTO

 

Here’s how “Special” is happening across Canada:

Fairmont Hotel Vancouver – Castle Confidential: Solve a twisting, room-by-room mystery over bespoke cocktails and gourmet canapés.

Fairmont Hotel Vancouver – Tea in the Window: Sip high tea in a glass-encased window nook overlooking the city’s bustle—equal parts luxury, theatre, and escape. (I had high tea at the Fairmont Hotel Vancouver in January, and it was fabulous.)

Fairmont Chateau Whistler – Absolute Solitude Wellness: Take a seaplane to Chatterbox Falls for guided yoga in ancient forest serenity.

Fairmont Royal York – Royal Ascent: The Vintner’s Voyage: Fly private to Niagara for an estate winery tasting and chef-prepared lunch in a barrel cave. To book, email: ryh.fairmontgoldconcierge@fairmont.com

CHICAGO TOURISM BOOM

The Cloud Gate sculpture in Chicago. CHOOSE CHICAGO PHOTO

Chicago welcomed an estimated55.3 million visitors in 2024, a 6.5% year-over-year increase. Preliminary estimates indicate that international visitation topped 2 million for the first time since 2019, representing ayear-over-year increase of more than 10%.

‘The total economic impact of visitation was estimated at USD $20.6 billion.

Chicago will host the U.S. Travel Association’s annual “IPW” convention in June, with delegates from the across the U.S. selling their destination to suppliers, and meeting with the media. Yours truly will be on hand for the session in one of the world’s great cities.

U.S. TRAVEL ASSOCIATION RESPONDS TO “TRUMP SLUMP”

I haven’t heard much from the U.S. Travel Association about the decline in visitors to the States. But USTA chief executive Geoff Freeman made a pretty strong statement about the problem the other day.

“People are worried that their devices are going to be searched and that there is a risk of deportation before you even get into the country,” Freeman told The New York Times. “What is most concerning is that to this date, we have not done anything to counter that fear and send a message that we want travelers to come.”

Freeman stressed the urgent need for a coordinated marketing strategy to shape more favorable perceptions of America before the current ones become ingrained. Pointing to upcoming events — the 250th anniversary of the Declaration of Independence next year, the 2026 FIFA World Cup and the 2028 Summer Olympics  in Los Angeles — he said the government needs to set a goal for how many of the world’s travelers it wants to attract, and then develop a way to achieve that aim.

“In the absence of doing that, we are just responding to this problem here, this problem there and losing billions upon billions of dollars,” he said.

The U.S. Travel Association is a political body that represents the interests of the U.S. travel and tourism industry. Brand USA is the marketing group that tries to entice visitors.

Brand USA officials told the Times they’re preparing “a bold global tourism campaign” that will be launched in June to “showcase the best of the USA from small, rural communities to iconic destinations” in advance of major events like the World Cup.

LANA’I LOOKS LIKE MARS – DAILY MAIL – GIMME A BREAK

Sensei Lanai, a Four Seasons Resort in Hawaii. Doesn’t look much like Mars to me.

The Daily Mail (London) has a ridiculous headline on a decent story about the Hawaiian island of Lana’i. The headline says a tiny island paradise “that looks like Mars” is a hotspot for celebrity travel.

A VERY small part of the island looks like Mars. It’s maybe a couple miles square. It’s a relatively dry island, and there is a lot of exposed red rock. But there are thick, lovely forests, one of Hawaii’s best beaches, and a funky main town that’s very green and fun to explore.

AIR CANADA SERVICE TO JAMAICA JUMPS 23%

Chilling out at Sunset at the Palms resort’s beach club in Negril, Jamaica. Sunset at the Palms Photo

Jamaica will become more accessible for visitors in Canada during the Winter 2025–2026 travel season, thanks to the launch of two new direct routes and increased flight frequency on existing services at Montego Bay’s Sangster International Airport (SIA). Air Canada, the country’s flagship carrier and largest airline, will expand its footprint in the Caribbean by launching new non-stop flights from Ottawa and Halifax, making Jamaica more accessible for travelers from Canada’s capital region and Atlantic provinces.

This strategic growth is projected to result in a 23.2% rise in seat capacity from Air Canada to Jamaica, strengthening the island’s status as a top travel destination and highlighting the strong demand from one of its key source markets.

“These new routes and increased frequencies are a testament to the confidence our airline partners continue to place in Destination Jamaica,” said Hon. Edmund Bartlett, Minister of Tourism. “Canada remains one of our most important markets, and expanded airlift is crucial to achieving our tourism growth targets and ensuring continued economic benefits for our people,” he added.

The new Ottawa–Montego Bay route will commence on December 7, 2025, with weekly Sunday flights through April 12, 2026. The Halifax–Montego Bay service will begin on December 4, 2025, operating weekly on Tuesdays until April 9, 2026.

In addition to launching new routes, Air Canada will enhance service on existing flights to two major Canadian hubs for travel to Jamaica. The Toronto route will increase to 10 weekly flights, three more than before while the Montreal route will expand to four weekly flights, adding one additional frequency.

Here’s a story I posted recently about a fine stay at Sunset at the Palms in Negril. Jamaica.

TOURISM NEW BRUNSWICK LAUNCHES CAMPAIGN 

Who doesn’t want a shot of the giant lobster in Shediac, New Brunswick? JIM BYERS PHOTO

New Brunswick, a lovely province I visited maybe 10 years ago, has launched a $5.5-million ad blitz targeting Toronto and Montreal.

I had maybe five days in the province when I visited but managed to touch down in Fredericton, Saint John, Saint-Andrews-by-the Sea, Hopewell Rocks on the Bay of Fundy, Moncton and the Acadian coast north of Shediac. It’s a delightful place I heartily recommend visiting.