Cross-border travel between Canada and the U.S. is big business. According to Statistics Canada, U.S. residents made 23.4 million trips into our country in 2024. Keeping in mind that the U.S. population exceeds ours by almost 300 million people (340.1 million in 2024 compared to a Canadian population of 41.5 million) do you care to wager how many visits Canadians made to the States?

If you said 39 million, you are correct. 

Following the data published in The Daily from the Government of Canada on Feb. 21, 2025, our comparatively tiny population made 15.6 million more trips their way than they did ours.

We are a nation that loves to head south of the border. We go for warmer weather, for big events, to visit our friends or to stock up on Oreos in strange and unusual flavours. The U.S. Travel Association has stated that Canadian tourists generated $20.5 billion in spending and supported 140,000 American jobs last year. 

Between political concerns and a dollar that holds much less spending power than the USD, it looks like a fair chunk of Canadians may be choosing to spend their vacation days somewhere else. 

The five states that have historically received the most Canadians are Florida, California, Nevada, New York and Texas. But even states that don’t get the same volume of visitors are starting to worry about getting fewer Canadian tourists and looking for ways to mitigate potential damage. 

‘Still as welcoming’

Sin City is realizing that continued Canadian visitation is not a sure bet. Of the international visitors who arrived at Harry Reid International Airport in Las Vegas last year, almost half of them were from Canada. “We deeply value our Canadian visitors and the strong connection they have to Las Vegas,” Las Vegas Convention and Visitors Authority President and CEO Steve Hilltold the Las Vegas Review-Journal. “Canada is our number one source of international visitation, given its close proximity and ease of travel to the destination.”

In New Jersey, a group of campground owners from the Jersey Shore held a meeting to discuss what can be done about the anticipated drop in Canadian campers this summer. Cancellations have already been starting to roll in, reports Staten Island Live. The Wildwoods is a popular spot with Quebecois tourists who return to the Jersey Shore each year.  “The Wildwoods are always excited to welcome our Canadian friends back with open arms, every year,” Louis Belasco, Greater Wildwoods Tourism, and Improvement Authority Executive Director, said in a statement. “They travel from Toronto, Montreal, Quebec City, and beyond and we want them to know that the Wildwoods are still as welcoming and friendly as ever.”

Sweetening the Pot

Kind words and warm welcomes are one thing, but money talks, a fact some destinations are recognizing by offering special promotions for Canadians.

For example, Virginia Beach is offering “Loonie Savers” for Canadian visitors, special discounts at area attractions designed in part to help offset the exchange rate. It’s not a new promotion, but this year it comes with the acknowledgement that things are not as they always were. “Amid recent tariff challenges, we want Canadians to know how much we value their visits to Virginia Beach,” says Nancy Helman, Virginia Beach Convention and Visitors Bureau director. 

The W Fort Lauderdale Hotel is another destination going out of their way to welcome Canadians, with discounts for extended stays and Tim Hortons coffee.

Marketing the USA

Brand USA, the marketing arm of the United States, announced Faulhaber as its new PR agency of record in Canada. It might not be an enviable position to be in, trying to sell Canadians on travel to the U.S. when some of our politicians are urging us to explore Canada for our holidays rather than spend money in the U.S. 

But with a commitment to telling positive stories, Chris Heywood, Brand USA comms head, is optimistic. 

“The Canada-U.S. travel relationship is strong, and we remain committed to fostering growth,” Heywood said. “Through strategic marketing, PR, enhanced partnerships and data-driven decision-making, Brand USA will continue to drive demand and ensure that Canada remains a key pillar of our international tourism strategy.”

With tariffs introduced yesterday and high emotions on both sides of the border, the future seems fraught with uncertainty.

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