Expect more Canadian loons coming across the border for tourism season, predicts an executive at Saskatchewan's largest advertising agency.

Eh?

Not the birds, the dollars.With the strengthening Canadian dollar, known for its picture of a common loon on the coin, North Dakota cities could and should benefit from international tourism, said Trent Fraser, vice president of business development for the Phoenix Group who also serves on the board of directors for Tourism Saskatchewan. The coins are known as loonies.

"(There's a)pent-up demand to travel to the states,"Fraser, who spoke at the Bismarck-Mandan Convention Visitors Bureau, said. "We've been battling the exchange rate for years, and years."

But the rate is solidifying, bringing the Canadian dollar almost to par with the U.S. dollar.

And with that, the state should consider doing more to attract its Canadian counterparts.

"Beyond that, you have attractions we don't,"he said, citing shopping, the Missouri River, gaming, special events and historical attractions.

Fraser suggested the CVB look at packaging these things together, such as shopping and lodging packages. And he pointed out that a target market for the state could include more than 1 million Canadians, when targeted at Winnipeg, Brandon, Regina, Moose Jaw, Weyburn and Estevan.

Without Winnipeg, the market is still impressive.

"(North Dakota is)looking at over 400,000 people you could successfully market to,"Fraser said.

In 2005, tourism marketing dollars spent in Canadian markets successfully brought 66,200 trips to North Dakota, according to Heather LeMoine, marketing director for the North Dakota Department of Commerce Division of Tourism.

Total Canadian spending due to the advertising was $9.5 million Canadian, LeMoine said.

In 2003, there were 877,800 total Canadian visits, with total expenditures hitting $69.3 million.

Fraser encouraged partnerships with Canadian tourism entities, and suggested several specific campaigns.

He also noted several challenges, including impending passport regulations. But the passport challenge will fall to the wayside, he said, as travelers become accustomed to the new restrictions.

Terry Harzinski, CVB executive director, is optimistic about the upcoming tourism season.

"I think we're going to do quite well with Canadian business this summer,"Harzinski said.

(Reach reporter Crystal Reid at 250-8261 or at crystal.reid@;bismarcktribune.com.)