Selling Niagara's Nationality

George Getman

Niagara Falls lies in a unique geographical and political location. An interesting dichotomy is created because of the border between The United States of America and Canada that runs through the center of the Horseshoe Falls. Both American culture and Canadian culture view the Falls as a national landmark that is symbolic of the country. With each country having separate economic systems it is obvious that the cities on both sides of the Falls are in direct competition with one another for the tourist dollar. One way this competition takes form is in advertising the Falls as a tourist attraction.

A key aspect in tourist advertising is the creation of the exotic and the representation of what kind of experience the tourist will have. In Niagara Falls the representation of the experience and the creation of exoticism takes shape in the form of nationality. By including images and statements that are representative of either Canada or America in tourist advertising, a sense of nationalism is instilled in the experience that is awaiting the tourist. Publications for Niagara Falls, Ontario are filled with statements and images that are clearly define the experience being advertised as being Canadian, such as a Canadian Mounty.
In the same respect advertisements for the American side of the Falls use the same technique, such as the statement, "Niagara USA - It's A Beautiful Feeling". Each side of the Falls attempts to create an experience the is distinct from those offered on the other side.