Tourism Sarnia-Lambton is working to welcome back Americans to Ontario's Blue Coast now that pandemic border restrictions have ended.
COVID-19 vaccine requirements, having to use the ArriveCAN app for reporting health information, and mandatory testing and quarantine came to an end October 1.
TSL Executive Director Mark Perrin said removing the restrictions expanded the eligibility for how many Americans are able to cross the border.
"Whenever we expand that eligibility, obviously we're reaching more potential visitors to our region and with that we know we need to get the messaging out. Messaging is very key on how we start bringing back American tourists to our region."
Perrin said the stronger US dollar is something TSL will really be pushing in their marketing.
"We're actually working with Destination Ontario and Southwest Ontario Tourism Corporation on a partnership campaign with both the Sarnia and Windsor regions. So, we're putting this campaign together and one of the key messages is that having their dollar go 35 per cent to 40 per cent higher is obviously a very attractive incentive."
Sarnia-Lambton Chamber of Commerce CEO Carrie McEachran said in 2019, nearly one million cars crossed the Blue Water Bridge between January and August, compared to just over 430,000 cars during the same period in 2022.
"With our location and being so close to the states, we've had a long history that even just the idea of crossing the border to come here or us going the other way has just been a natural way of life. So, we're hoping to get back there," said McEachran.
Perrin said before pandemic measures were put in place, around three-million vehicles were crossing the Blue Water Bridge annually and that around 50 per cent were American. He said at the moment, the levels are around half of what they were in 2019.
"So, we know we have a ways to go for what's being projected. We did have a strong July and August and things have been getting better, but we know we have a lot of work to do here on really getting the messaging out, making sure Americans understand that restrictions have been lifted and that Sarnia-Lambton is wide open for business and to come see our great attractions."