Ontario tourism association's Andrew Siegwart on U.S.-Canada travel

Travel Weekly

23-06-2025

Tensions between the U.S. and Canada have been high due to President Trump's talk of making Canada the 51st state and his threats of levying heavy tariffs. Tours and river cruises editor Brinley Hineman spoke with Andrew Siegwart, CEO of the Tourism Industry Association of Ontario, about the impact on travel between the two countries and how Ontario is sending a message of welcome to the U.S.
Andrew Siegwart
Q: Has there been a decline in Americans visiting Ontario?
A: A recent pulse survey of our members across Ontario at the beginning of May found that 24% of operators experienced reduced U.S. visitation year to date compared to 2024, and 32% noted less U.S. bookings for summer 2025 compared to summer 2024. The primary markets are Northeast drive and fly markets within the U.S. It's too early to share comparisons year over year, but our data points suggest less activity. It's important to note that last year, U.S. spending in Ontario grew by almost 15% compared to 2023; U.S. spending equals about 20% of overall tourism spending in Ontario.
Q: How is Ontario promoting itself to Americans?
A: There are more than a dozen campaigns in the market right now from Ontario to the U.S. The focus is: You are welcome, we are "arms open," border access is seamless into Ontario. The campaigns also focus on calling upon friends and family in the U.S. to visit, the exchange rate and the experiences that make Ontario special: nature, diversity, iconic experiences, proximity, etc. If you think of northwestern Ontario as an example, all of that great natural outdoor adventure, it's such a draw for U.S. visitors.
Related story: Brand USA's 'America the Beautiful' campaign aims to rekindle inbound travel
Q: Do travelers have concerns about potential issues crossing the U.S.-Canada border?
A: Our survey noted that U.S. customers are asking operators if it's OK to visit. They note concerns about being welcomed, and they also noted some concerns about delays or challenges returning home across the border.
Q: What about Canadians and their travel plans?
A: The recent Destination Ontario results show that Canadians and Ontarians have a real interest in traveling closer to home, but they're still looking at international markets and still considering U.S. visits. My interpretation of that is consumers are just waiting to make those bookings and to finalize those plans. I think we'll be waiting to see how things transpire between Canada and the U.S. and the upcoming negotiations.
Q: Are you seeing a desire for Canadians to travel domestically and support their own country's tourism?
A: Absolutely, yeah. When you go to a grocery store right now and just take a look at people shopping, you can see the degree to which people are looking at labels and assessing where products are from. So if they're doing it on the lettuce they buy, they're certainly going to do it on the trip that they plan. Over 80% of Ontarians are looking to travel closer to home.
Q: What are some ripple effects of the drop in tourism between the U.S. and Canada?
A: There's another aspect of tourism, which is business travel and conventions. Some of our larger players in that space in Ontario have definitely observed that U.S. conference business is slowing down a bit based on that concern about coming back across the border. But on the flip side, European and other international conventions are now looking to Canada as a safer place than the U.S. to hold the convention and where North America can still be on the map. Part of what we're doing is making sure that we're marketing those capabilities as well. As one thing shifts, another opportunity emerges.