LAS VEGAS (AP) – All over the place, Josh Loewen noticed calls from U. S. tourism groups in the past year. Billboards and signs expressed affection for Canada. Online ads and social media posts promoted special offers aimed at travelers from Canada.
As a marketing executive living in Vancouver, Loewen gets why they’re reaching out. After President Donald Trump took office again and made comments about making Canada the 51st state, the number of Canadians visiting the U. S. dropped sharply. A bitter trade war between both countries is now adding to an informal boycott that seemed to be easing just a bit.
“It’s such a big ask right now,” Loewen, 45, said regarding the U. S. tourism industry trying to win back Canadians like him before a new president takes over. “It’s just a wasted effort.”
The relationship between the U. S. and Canadian governments has soured significantly since their trade talks fell apart last month. Trump slapped import tariffs of up to 50% on various Canadian goods, leading Canada’s government to retaliate. Trump also demanded that Lake Ontario, which spans the border, be renamed “Lake America.” Prime Minister Mark Carney of Canada called Trump’s Cabinet members’ insults childish and lacking dignity.
Despite this ongoing rift, tourism officials from states and local areas as well as popular attractions like Graceland are still working hard to bring Canadian visitors back.
This summer, New York state kicked off a “NY Loves Canada” campaign with discounts at hotels, restaurants, and attractions. Some hotels in downtown Las Vegas are treating the Canadian dollar as equal to the U. S. dollar so that Canadian visitors get more bang for their buck. Last month, Las Vegas tourism representatives traveled to Canada for meetings with travel advisors, tour operators, and airline reps.
“We’re here to make sure you know that we care about Canada,” said Steve Hill, president of the Las Vegas Convention and Visitors Authority while visiting Vancouver.
This outreach is also taking place on a national level. Brand USA, which markets U. S. tourism interests, is bringing its Travel Week event series to Canada for the first time in October-expanding an earlier program called Canada Connect.
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Travel from Canada to the U. S. remains lower than 2024 levels
The flow of overnight international visitors from Canada has historically been higher than any other country coming into the United States. But due to last year’s backlash among consumers, both same-day trips and longer stays saw significant declines. According to Statistics Canada-the national statistical agency-Canadian residents made 25% fewer trips across the border and spent about $2.4 billion (CA$3.3 billion) less on travel in 2025 compared to 2024. This decline came alongside other challenges like a weaker Canadian dollar making it costlier for them to travel south along with rising airfare and hotel prices; air travel began decreasing in September 2023 according to Statistics Canada’s data. The sudden drop in Americans traveling during Trump’s second term lasted into this year showing “a persistent shift away from traveling in the United States by Canadians,” analysts reported back in July. A few signs of recovery appeared in May through July when border crossings increased slightly as reported by Statistics Canada; these months overlapped with games of the co-hosted World Cup by Mexico, Canada, and The U. S., where Canada’s national soccer team played early matches drawing some Canadians down south while Carney attended the final match with Trump in New Jersey. Most of this increase came from car trips across borders while air travel continued dropping compared with last year every month through June according to Statistics Canada’s findings; estimates show fewer overnight visits-typically associated with more spending-from Canadians during early 2026 than during that same period last year according to the U. S National Travel and Tourism Office.Snowbirds could reflect how Canadians feel
A day after World Cup festivities ended Trump declared tariffs would go into effect on $20 billion worth of Canadian products within thirty days citing grievances over barriers against American-made cars along with alcohol and dairy items sourced from across borders. “You went from this really high exciting moment for America regarding international attention then suddenly it’s negative again,” remarked Deborah Friedland-a hospitality consultant at Eisner Advisory Group focused on financial services sectors-adding it feels like “one step forward then two steps back.” With summer ending soon many top destinations relying heavily on Canadian travelers are gearing up for their busiest season ahead where large numbers typically head south towards warm-weather spots found throughout Florida California or Arizona when winter chills arrive back home testing whether grassroots boycotts will continue into another winter season ahead too! “I’d be surprised if we’re talking a year later without seeing any notable increases happening within those cold months,” Friedland stated thoughtfully observing current trends amidst shifting sentiments felt nationwide overall surrounding these issues affecting visitor counts yearly!” Not all officials concerned though! Jennifer Adams serving as director responsible overseeing tourism within Destin-Fort Walton Beach located along Florida’s Panhandle felt calm despite earlier headlines warning against possible traveler avoidance stemming mainly due heightened tensions brewing overseas lately implying folks might shy away now altogether! “I believed our message remained strong,” she asserted confidently asserting further intentions focus primarily revolve around showcasing welcoming experiences provided whenever families arrive.” This past year saw Florida experiencing roughly seven percent fewer visitors coming directly originating out-of-state including canadians compared previous reports shared via Visit Florida state organization itself meanwhile nearby colleagues promoting similar efforts revealed California noted twenty percent decrease tracked specifically attributable directly towards lack engagement observed following escalating situations unfolding globally affecting perception widely shared among outsiders trying visit locally!”For some Canadians good vacation offers won’t cut it
Loewen mentioned how much his family enjoyed visiting places inside America regularly enjoying trips together exploring cities such as San Diego Portland Seattle even choosing Mexico instead upon realizing options available elsewhere having become increasingly favorable recently despite once thriving connections built through friendship blossoming years prior being tested ever since political dynamics shifted drastically causing friction amongst nations involved.” The hesitation stems less simply about quality vacations available but rather weighing whether spending money abroad seems sensible given ongoing strains present between neighbors next-door impacting relationships created long-term especially considering reluctance expressed toward stepping foot anywhere near anytime soon until significant changes occur politically perhaps influencing decisions moving forward thereafter starting anew post elections ahead.” Eileen March residing Calgary added similar thoughts claiming her own reluctance stemmed largely based reactions previously sparked earlier remarks suggesting potential implications facing future alongside policies geared trading practices additionally contributing growing unease feeling unwelcome overall resulting ultimately deciding avoiding unnecessary risks altogether!” “As days progressed I slowly considered alternatives yet recent moves only strengthened my resolve distancing myself completely until things improve substantially towards rebuilding trust mutual respect established long ago between us all together regardless circumstances currently prevailing amongst each side needing careful navigation throughout life lived diligently onwards!” “This journey may take quite some time finding balance restored fully depending upon whoever next takes charge leading future endeavors shaping policies reflecting values upheld integrity matter utmost importance regards relations fostered endured faithfully spanning decades long preceding moments looming uncertain today awaiting progress necessary achieved thus far fostering peace restoration sought tirelessly yearning return friendships formed previously lost unconditionally moving forward past today’s challenges encountered along route travelled together forever intertwined !” © COPYRIGHT 2026 THE ASSOCIATED PRESS. ALL RIGHTS RESERVED. THIS MATERIAL MAY NOT BE , BROADCAST , REWRITTEN OR REDISTRIBUTED.Source link
