Beyond Borders Tourism Coalition Launches Website to Advance Mission
North America’s tourism industry is at a critical juncture, with leaders and tour operators facing new uncertainties and opportunities on both sides of the U.S./Canadian border. In response, the Beyond Borders Tourism Coalition (BBTC) has emerged as a united voice, rallying industry associations and advocates from the United States and Canada.
The collective vision? A North American travel landscape where open borders, accessible experiences, and the ease of cross-border tourism are not only preserved but enhanced, allowing tourism to continue driving economic growth, fostering cultural understanding, and advancing environmental stewardship.
IITA was one of founding members and is joined by other leading travel trade associations—including the Adventure Travel Trade Association, American Bus Association, Canadian Association of Tour Operators, Indigenous Tourism Association of Canada, American Indigenous Tourism Association, National Tour Association, Student & Youth Travel Association, and United States Tour Operators Association.
Since the spring, the coalition has been meeting every two weeks, bonding together on the collective goal to raise awareness of the importance of a healthy, thriving, safe and accessible tourism economy across both countries. The group believes the coalition brings together perspectives from every corner of the tourism sector that play a crucial role in trans-border cultural and economic exchange.
In order to help the industry stay informed on issues impacting cross border tourism, the coalition created a new website to share the group’s activities, as well as relevant data and resources. By leveraging the shared expertise and resources of leading travel associations, BBTC will continue to champion the growth and vitality of the inbound travel sector, laying the groundwork for lasting economic impact and cross-cultural understanding.
BBTC’s unified advocacy and coordinated approach offers strategic advantages in an unpredictable environment, as their collective members navigate complex cross-border travel challenges. Coalition members share data and resources, amplify common advocacy messages, and help shape policy frameworks that support open borders and vibrant cross-border tourism.
“We expect with this collaboration we’ll see expanded networking, actionable policy engagement, and fresh opportunities to spur sustainable growth for inbound travel businesses across North America,” said Lisa Simon, IITA CEO/Executive Director. “Together, we are committed to shaping a dynamic future for international tourism, where open borders inspire discovery, investment, and resilient global connections.”