U.S. tourism groups are launching Canada-focused campaigns as cross-border travel stays weak.
Why it matters: Canadian travelers are a major source of spending for border states, airlines, hotels and retailers. The drop shows how trade disputes can quickly spill into consumer demand and local tourism revenue.
- AP reported Sept. 6, 2026, that U.S. destinations are offering discounts and welcome campaigns to lure Canadians back.
- New York is running a 'NY Loves Canada' promotion, Las Vegas is making outreach efforts and Brand USA plans Travel Week Canada in Toronto and Montreal in October 2026.
- Statistics Canada says Canadian residents made 25% fewer return border crossings in 2025 than in 2024 and spent about C$3.3 billion less on U.S. travel.
- Florida reported 3.17 million Canadian visitors in 2025, down 6.8% from 2024, while Visit California estimated Canadian visitation fell 20.1%.
U.S. tourism groups are trying to win back Canadian visitors after trade tensions and political friction pushed travel lower across the border, according to an AP report.
The push is showing up in local discounts and Canada-focused outreach. AP cited New York's 'NY Loves Canada' promotion, Las Vegas outreach and Brand USA's planned Travel Week Canada event in Toronto and Montreal in October 2026. Brand USA lists the event on its Travel Weeks page.
The pressure is already visible in the data. Statistics Canada said Canadian residents made 25% fewer return border crossings in 2025 than in 2024, and spent about C$3.3 billion less on U.S. travel. Its July 22, 2026 analysis said the pullback bottomed out in July 2025 and early 2026 crossings remained near late-2025 levels, suggesting the shift has persisted. A separate July 2026 airport traffic release said transborder screened passenger traffic was 8.7% below the same month in 2024.
Tourism-heavy states are feeling the pinch. AP said Florida saw a 7% decline in Canadian visitors in 2025, while Visit California estimated Canadian visitation fell 20% that year. Florida's updated figures show it welcomed 3.17 million Canadian visitors in 2025, down 6.8% from 2024, after a revision that corrected an earlier undercount. Visit California's forecast says visits from Canada declined 20.1% in 2025 and were expected to rebound only modestly in 2026.
AP said the backdrop includes tariffs of up to 50% on a range of Canadian products after trade talks collapsed, with Canada responding in kind. The reporting centered on Las Vegas and the border corridor, including Detroit-Windsor, Buffalo and communities along Lake Ontario.
By the numbers
- 25% - Fewer Canadian return border crossings in 2025 vs. 2024, according to Statistics Canada
- C$3.3 billion - Estimated drop in Canadian spending on U.S. travel in 2025 vs. 2024
- 8.7% - July 2026 transborder screened passenger traffic shortfall vs. July 2024
Yes, but: The sources do not quantify how much of the drop is tied specifically to tariffs versus broader anti-U.S. sentiment.
What's next: Brand USA's Travel Week Canada is scheduled for Oct. 26-29, 2026, in Toronto and Montreal.