Fewer Americans visiting Canada, tourism operators say they're still welcome
A new survey from the Tourism Industry Association of Ontario (TIAO) shows nearly a third of Ontario tourism operators are reporting fewer bookings from Americans compared to last summer. The decline comes as Canadian patriotism surges in the wake of U.S. President Donald Trump's 51st state rhetoric, along with a growing trade dispute with the United States and a broader shift in public opinion.
'And that is a bit of a reversal love a trend compared to last year where we saw those numbers growing,' said Chris Siegwart, president and CEO of TIAO. 'There's a couple of reasons why Americans are waiting a little bit right now or haven't booked yet. Certainly, some concerns about the border not only getting to the border or getting reports of some congestion and slow downs at border crossings but also some concerns about feeling welcomed when they arrive. One of the most important things we can do is make sure we reiterate that our American visitors are welcomed and that we value them and that we want to provide them with a great experience.'
The slowdown is notable given the role U.S. tourists play in Canada's travel economy. Americans accounted for nearly 79 per cent of international visits to Canada in the third quarter of last year, spending $6.6 billion in that period alone, according to Statistics Canada.
But in recent months, travel patterns have shifted. U.S. resident trips to Canada dropped in early 2025, marking the first year-over-year declines since 2021.
Some of that may be driven by rising costs and geopolitical friction. Nearly 40 per cent of Ontario operators surveyed said they are feeling the impact of U.S. tariffs and supply issues, and nearly a third rely on American-sourced goods to operate.
And while more Canadian are choosing to avoid U.S. travel, that doesn't reflect how most feel about American tourists.
'We have definitely noticed a slow start to tourism here in the ByWard Market,' said vendor Angie Auchterloine, who operates, Funk Your Junk, which transforms items like candy wrappers into items like pencil cases and keychains. 'We want everybody who comes to Ottawa to you're welcome. We did notice some visitors are a little bit hesitant to tell us where they're from when we ask and as soon as they tell us, we're there from, that they're from the United States. We always say welcome. They are great neighbours, and we want them to visit Canada.'
And in Quebec, Tourism Eastern Townships is leading a new bilingual ad campaign aimed at reassuring and welcoming American vacationers. The effort, timed to launch just before the peak summer season, features scenic views and warm messaging designed to counter any hesitation south of the border.
Plenty of Canadians are also going out of their way to extend a neighbourly hand, saying that while political frustrations may be running high, those feelings don't apply to everyday visitors.
'We came to Ottawa to celebrate our 56th wedding anniversary,' said Diane Peck, who is here with husband, David. The couple are from Plymouth Massachusetts.
'We wanted to spend our vacation money in Canada to show solidarity to the Canadians because we are so embarrassed and humiliated by the way they have been treated by that man (Trump). It's been absolutely wonderful here. The people we have had a chance to talk to, the Canadians at the bars and the pubs and on our wine tour that we took everyone has been terrific.'
While domestic tourism holds steady, Siegwart notes Ontario's operators are cautiously optimistic about the season ahead.
'About 20 per cent of our revenues and tourism in Ontario come from US visitors so it is a significant portion of our economy,' he said. 'And we know that American citizens right now are dealing with cost-of-living and everyday costs and there is an advantage to come to Ontario right now with the exchange rate. So, making sure that we are conveying that there's great value to be had in Ontario and not undervaluing what we offer by talking about that price difference, but to encourage them that this is a place where their money can go a bit further. It's in our DNA to be welcoming to Americans, you know, bows up on policy arms as it relates to our relationship relationships and Canadians are fulfilling that call to action.'
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