Tensions between the U.S. and Canada have been elevated due to President Trump’s discussions of making Canada the 51st state and his threats of imposing heavy tariffs. The impact on travel has raised concerns, prompting responses from Canadian tourism officials.
Andrew Siegwart
Decline in American Visitors to Ontario
Recent surveys indicate a downturn in U.S. tourist numbers to Ontario. A survey from early May found that 24% of tourism operators reported a decline in U.S. visitation in 2024, while 32% noted reduced booking rates for the upcoming summer season compared to the previous year. Although it’s too early to draw definitive year-over-year comparisons, these trends highlight concerning reductions in American travel, particularly from Northeast U.S. markets. Notably, U.S. spending in Ontario had surged nearly 15% in 2023, underscoring its importance, as it constitutes approximately 20% of the total tourism expenditure in Ontario.
Ontario’s Outreach Campaign
Ontario is actively promoting itself to American travelers. With more than a dozen marketing campaigns currently underway, the message is clear: “You are welcome.” Campaigns emphasize seamless border access and encourage visits by invoking personal connections—urging friends and family in the U.S. to explore everything Ontario offers. Highlighting the region’s natural beauty, diversity, and unique experiences, these campaigns aim to attract visitors, especially from the Northwestern U.S., known for its outdoor adventure opportunities.
Concerns Over Border Crossing
Travelers express apprehensions about crossing the U.S.-Canada border. Many American tourists are asking operators if visiting Ontario is advisable, citing concerns over their reception and potential delays when returning home. This sentiment indicates a barrier that could further impact travel dynamics between the two nations.
Domestic Travel Trends Among Canadians
Recent trends show that Canadians favor travel closer to home. Insight from Destination Ontario suggests that while there is a strong interest in domestic travel, Canadians are still considering trips to the U.S. Consumers seem to be waiting for more clarity on negotiations between the two countries before finalizing their travel plans.
Supporting Local Tourism
Canadians are increasingly looking to support domestic tourism. Observations from everyday shopping behavior reveal that consumers are keenly assessing product origins, illustrating a broader desire to prioritize local experiences. Over 80% of Ontarians indicate they prefer traveling nearer to home, which may bolster local tourism industries.
Ripple Effects of Reduced U.S.-Canada Tourism
Declining tourism from the U.S. has broader implications for Ontario. Business travel and conventions have also been affected, as operators report a slowdown in U.S. conferences due to border crossing anxieties. However, the shift has opened opportunities for international conventions, particularly from Europe, as Canada is seen as a safer alternative for events within North America. The Ontario tourism sector is focusing on promoting these opportunities, leveraging the changing landscape to attract international gatherings.
