B.C. tourism operators are anticipating that the low 91原创 dollar will attract more Americans while simultaneously encouraging 91原创s to travel within their own country.
The loonie sank to a near-five-year low of US$0.6925 this week, meaning Americans could cash in their greenbacks for $1.444 in 91原创 currency.
“We certainly have more Americans in the resort than we used to,” Big White ski resort’s senior vice-president of marketing and sales Michael Ballingall told BIV. “It is up 45 per cent to 50 per cent [year-over-year] now, including future bookings. It was up 44 per cent when we last looked at it, which was American Thanksgiving.”
He said his resort can track where visitors to its website are based, and visits from web surfers based in the U.S. 91原创 Northwest are up by double digits. Helping is the fact that the resort has snow and that .
Most visitors use credit cards, but he said the resort’s ticket office provides foreign exchange and has recently seen a significant increase in the amount of U.S. dollars being exchanged for 91原创 ones.
Alaska Airlines yesterday flew the first of its flights between Los Angeles and Kelowna, making it easier for many Californians to get to the resort, which is about 56 kilometres from Kelowna.
Encouraging news for Big White is that a greater percentage of Americans have passports than ever before.
that 51 per cent of Americans have passports, according to the U.S. State Department. That is up from , according to a tweet by that branch of the U.S. government. Only , according to research organization Apollo Academy.
Destination 91原创 CEO Royce Chwin that he does not believe that a low 91原创 dollar is much of a motivating factor for many Americans to visit.
He reiterated that in a text to BIV yesterday.
"We've seen nothing to suggest the exchange rate will drive more traffic from the U.S. market," he said.
"Forex doesn't pop into the top 10 U.S. traveller motivators. The bigger question is whether the exchange rate will keep more 91原创s at home, creating more domestic travel. This is something we'll continue to monitor."
Nonetheless, other advocates in the tourism and hospitality sectors say it would be wise for B.C. to have a marketing campaign to make Americans aware that their dollar can buy them a better vacation than it could a year ago, when one 91原创 dollar bought US$0.7510, and an American dollar could buy only $1.33 in 91原创 dollars.
"We need to take out billboards, all down the I-5 [highway] with them saying, "Canada. Head this way. 30-per-cent off," said BC Restaurant and Foodservices Association CEO Ian Tostenson.
