LAS VEGAS — Over the past year, Josh Loewen, a marketing executive from Vancouver, has witnessed numerous advertising pushes aimed at rekindling tourism from Canada to the United States. Billboards, banners, and online promotions prominently showcased a state or city’s affection for Canada, highlighting special offers tailored for Canadian travelers.
Loewen noted that he understands these appeals, especially given the significant decline in Canadian visits to the U.S. following President Donald Trump’s remarks about making Canada the 51st state. The ongoing trade war between the two countries threatens to exacerbate an already strained relationship, resulting in an informal boycott that seemed to be easing.
Reflecting on the current climate, Loewen remarked, “It’s such a big ask right now. It’s just a wasted effort.” Tensions between the U.S. and Canadian governments intensified after failed trade negotiations last month, which resulted in Trump imposing import taxes as high as 50% on various Canadian goods. Canada, in turn, retaliated with its own tariffs. In a notable incident, Trump ordered the renaming of the cross-border Lake Ontario to "Lake America," prompting a dismissal from Canadian Prime Minister Mark Carney, who characterized Trump's Cabinet's insults as childish.
Despite this bilateral rift, tourism officials in the U.S., particularly in states and cities heavily reliant on Canadian visitors, have intensified their marketing efforts to attract them back. New York State initiated a "NY Loves Canada" campaign this summer, featuring discounts at local hotels and attractions. Additionally, Las Vegas hotels have been offering parity between the Canadian and U.S. dollar to enhance value for Canadian visitors. Las Vegas tourism officials even visited Canada for face-to-face discussions with travel industry representatives.
On a broader scale, Brand USA, the national tourism marketing organization, is set to bring its Travel Week event to Canada for the first time in October, signifying an effort to re-engage with Canadian tourists.
Travel from Canada to the U.S. is still significantly lower than pre-2024 levels. Historically, Canada has supplied more overnight visitors to the U.S. than any other country. However, recent statistics from Statistics Canada reveal a 25% reduction in cross-border trips and a $2.4 billion (CA$3.3 billion) decline in Canadian spending on travel to the United States in 2025 compared to the prior year. This reduction coincided with a depreciating Canadian dollar, which made trips to the U.S. more costly and saw rising airfare and hotel prices. Starting in September 2023, there was a noticeable decline in Canadian air travel to the U.S., as reported by Statistics Canada.
Analysts from the agency observed a "persistent shift away from the United States by Canadian residents in their travel preferences" that coincided with Trump's second presidency. However, there were slight indications of improvement noted in May, June, and July, particularly during the 2026 World Cup, which saw Canada's national soccer team competing and providing some Canadians with motivational reasons to travel south.
As the summer approaches its end, Canadian snowbirds typically prepare for their seasonal migrations to warmer climates in Florida, Arizona, and California. This period will serve as a critical test to ascertain whether the grassroots boycott will extend through another winter season. Deborah Friedland, a hospitality consultant at Eisner Advisory Group, expressed skepticism about a rapid recovery in Canadian travel, suggesting that efforts to attract visitors could be thwarted by lingering political tensions.
Amidst these developments, some tourism officials remain optimistic. For instance, Jennifer Adams, tourism director for Florida’s Destin-Fort Walton Beach area, claimed to have maintained a strong arrival message to Canadian families, assuring them of a warm welcome and a positive experience. In contrast, Visit Florida reported a 7% decline in Canadian visitors in 2025, with some areas like California facing even larger drops.
For Canadian residents like Loewen, the current political climate weighs heavily on travel decisions. His family, who previously enjoyed vacations in the U.S., opted for Mexico instead this year, largely due to the ongoing tensions and feelings of uncertainty. Similarly, Eileen March from Calgary echoed these sentiments, stating that Trump’s policies and threatening remarks contributed to her decision to avoid the U.S. altogether. She emphasized that future travel plans will hinge on the election of a new U.S. president and the subsequent direction of U.S.-Canada relations.
