Rethinking Your Business Travel to the U.S.?

You’re not alone—and U.S. states are starting to notice.

June 04, 2025

Hey friend,

If you’re second-guessing that next business trip to the U.S., you’re not alone. More Canadian marketers are skipping conferences, events, and meetings stateside—citing long border delays, rising political tension, and a general sense of unpredictability. What used to be routine now comes with hesitation.

Coming Up

Rethinking the Run for the Border

Once a regular fixture in Canadian marketers' calendars, business travel to the U.S. is no longer the default. Concerns over border delays, shifting politics, and rising uncertainty are leading many to rethink the ROI of heading stateside. In response, some U.S. destinations are launching campaigns to win Canadians back—while marketers here are shifting strategies.

The Cross-Border Cooldown
Canadian professionals are increasingly skipping conferences and events south of the border. The unpredictability of travel, discomfort at crossings, and shifting political climate are making U.S. trips feel like more hassle than they’re worth.

CBC reports lower Canadian attendance at major U.S. conferences, with many professionals choosing local events that offer smoother logistics and a greater sense of control.

U.S. States Take Notice
In response, states like California are launching campaigns aimed at restoring Canadian trust. With culture-forward messaging and familiar imagery, they're trying to rekindle a sense of connection and confidence. It's a sign that destinations are learning: they have to market differently now.

What This Means for Canadian Marketers

  • Event priorities are shifting. More brands are looking to host or attend events within Canada.

  • Messaging needs to acknowledge uncertainty. Marketers must address travel concerns clearly and empathetically.

  • Budgets may go local. With cross-border hesitation growing, Canadian-based activations may see a boost.

  • Tourism marketing is political now. Ignoring that risks missing the mark.

More Than a Travel Trend
This shift isn’t just about planes and hotels. It’s about how trust, brand perception, and cultural context shape marketing strategy. For Canadian professionals navigating cross-border work, understanding—and responding to—travel sentiment has never been more important.

Looking for fresh, local opportunities to connect?
Don’t miss your chance to join fellow marketers at an upcoming SocialNext event—built for Canadians, happening coast-to-coast in Canada. No passport required.

Community Spotlight: Jennifer Radostits on Building Bold Brands—Locally

As more Canadian marketers turn inward—reassessing the value of cross-border travel—leaders like Jennifer Radostits are helping redefine what it means to build big, bold brands at home. As Senior Director of Brand, Marketing & Activations at Calgary Economic Development, Jennifer is shaping the story of a city on the rise.

With over two decades of experience in brand strategy and campaign leadership, Jennifer’s work proves that place-based marketing can be just as ambitious and effective as any global play.

Her latest campaign is helping redefine Calgary as “Blue Sky City”—a brand that speaks to both business decision-makers and global talent. And in a time of economic uncertainty and international complexity, the team’s ability to pivot has become part of the story itself.

Catch Jennifer Live at SocialWest
On June 12, Jennifer will share how Calgary’s new brand expression came to life through creative, media strategy, and messaging built to weather global disruption—including the impact of tariffs and market uncertainty.

Don’t miss her session if you're looking for inspiration on how to turn your city, region, or community into a brand worth rallying around.

SocialNext: The Rundown

Join us in the SocialNext Marketing Alliance for free webinar and workshops every week. Plus, build your network and make connections with marketers across Canada.

Upcoming Webinars, Workshops and Partner Events

No More Viral BS: Growing Your Social Media Channels
Going viral is tempting—but at what cost? Join Adam Constantine, CEO of ACE Creatives, as he unpacks how to grow your social media channels through intentional engagement, meaningful interactions, and trend choices that align with your brand’s values.

When: Wednesday, June 4 @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Alliance
Registration: Free - RSVP

Marketing Leadership Week 2025 – Powered by AMA Toronto
A must-attend week for marketers! Dive into the future of marketing with sessions on AI, personalization, leadership agility, and more. Learn from top CMOs and forward-thinkers at both virtual and select in-person events.

When: June 9–13
Where: Virtual + In-Person at Toronto Public Library
Registration: Explore the program and registration costs here.
Get 10% OFF with code: SOCIALNEXT10

Calgary Happy Hour with Cyberimpact
Mix, mingle, and unwind with fellow marketers over drinks and bites at The Wednesday Room in Calgary. It’s the perfect chance to trade ideas, share insights, and build new connections with others navigating the local agency scene. Full hosted by our friends at Cyberimpact.

When: Tuesday, June 10 @ 5–8 PM MST
Where: The Wednesday Room, Calgary
Registration: Free - RSVP

The Four Conversations: A New Model for Selling Expertise (SocialWest Pre-Conference Session, Attend Standalone)
Your first job is being the expert. Your second? Selling that expertise. Join Blair Enns, founder of Win Without Pitching and author of The Four Conversations, for a practical session on how to sell your services without compromising your role as a trusted advisor. Includes access to the Opening Bash.

When: Wednesday, June 11 @ 2:30–4:30 PM MST
Where: Platform Innovation Centre, Calgary AB
Registration: ICA Members $99 · Non-Members $149 - Get tickets

How to Turn Social Media Into a Community Engine (SocialWest Pre-Conference Session, Attend Standalone)
Move beyond likes and shares—HeyOrca’s Joe Teo and Jessica Hutton will show you how to build a brand-owned community with proven frameworks like the Community Canvas, the Flywheel, and the Story Arc. A must for anyone serious about connection over clicks.

When: Wednesday, June 11 @ 3:00–5:00 PM MST
Where: Central Library, Calgary AB
Registration: $99 - Get tickets

SocialNext Events Roundup

Canadian Marketing & Business Weekly Brief

  • Amazon Canada is reshaping streaming ads as brands using interactive formats see 10x more product views and conversions. With new shoppable and pause ads, advertisers can now engage viewers directly from the screen. Plus sports partnerships are expanding!

  • Proxies turned customers into co-owners, raising over $1.75M through equity crowdfunding. Read How Proxies Turned Its Cult Following into Capital to see how the non-alc wine brand is pairing community with retail expansion across North America.

  • Stay ahead of the algorithm with HeyOrca’s 2025’s Biggest Instagram Updates – Monthly Guide for Social Media Managers. Get a quick monthly roundup of the most important changes to carousels, reels, stories, and more—subscribe to their newsletter for updates.

  • Marketing is moving fast—and AI is steering the ship. HubSpot’s 2025 State of Marketing Report reveals how teams are using AI, short-form video, and agile strategies to stay ahead.

  • Growclass June cohort applications are now open! Don't miss your chance to level up your marketing skills with hands-on learning from industry experts. Applications close soon, so secure your spot today for the next intensive marketing bootcamp. Funding is available for professionals in AgriTech and Advanced Manufacturing through the Digital Marketing Skills Canada program, supported by the Government of Canada

The Industry’s Top Tools & Software: The New Way to Network

If you’ve ever fumbled with business cards at a conference or wished post-event follow-up felt less disorganized, Prompty might be exactly what you need. It’s a lightweight, browser and app-based networking tool that helps you instantly share contact details, capture new connections, and stay organized—no apps or downloads required.

What Marketers Love

  • No apps, no friction — Just scan a QR code or tap a Prompty card. It works instantly on any device with a browser. Download the app for an even more seamless experience!

  • Custom profiles with control — Choose what you share and when with flexible privacy settings and multiple profile types.

  • Smarter follow-ups — Add notes, categorize contacts, and export everything in seconds—no more guessing who “Amanda from that panel” was.

  • Privacy-first design — Fully PIPEDA and SOC 2 compliant, so your team and contacts stay protected.

  • Eco-conscious — Say goodbye to printed business cards and hello to digital-first, waste-free networking.

Prompty is especially valuable for marketers attending events who want fast, polished, and paperless networking—with the tools to follow through after.

Explore Prompty to make your in-person networking more intentional. And if you’re heading to SocialWest, Prompty just might have a little fun in store for you!

Find Your Next Career Move

Senior Director, North America Brand Marketing – Lululemon (Vancouver, BC)

Lululemon is seeking a seasoned marketing leader to spearhead brand campaigns across digital, retail, media, and events. With 10-15 years of experience, you'll drive full-funnel strategies, lead a high-performing team, and craft innovative activations that resonate with audiences across North America.

👉 Apply Now

Chief Marketing Officer (CMO) – NDAX (Calgary, AB)

Are you ready to lead marketing at a high-growth crypto platform? NDAX is looking for a dynamic CMO with a strong background in digital marketing, brand management, and strategic growth to drive user acquisition and cement NDAX’s position as a market leader.

👉 Apply Now

Marketing Specialist – Indigo (Toronto, ON)

Looking for an opportunity to help shape customer-centric campaigns at one of Canada’s most beloved brands? Indigo is hiring a Marketing Specialist to support programs for its adult business segment, manage campaigns and evergreen programs, and collaborate cross-functionally to enhance brand equity.

👉 Apply Now

Director of Marketing Operations – Wealthsimple (Remote, Canada)

Wealthsimple is seeking a Director of Marketing Operations to lead its Marketing Strategy & Operations function. This role involves strategic planning, performance reporting, and ensuring seamless execution across marketing initiatives. Candidates should have experience in marketing operations, revenue operations, or similar functions within complex organizations.

Looking for top marketing talent? Upload your open roles to the SocialNext Job Board and get them in front of the right candidates!

Thanks for reading this far!

P.S. Want to be featured in a future Community Spotlight or submit a marketing trend we should cover? Reply and let us know!

See you at next week at SocialWest,

The Marketing News Canada team

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