LAS VEGAS (AP) — American tourism organizations are actively seeking to attract Canadian visitors as the number of Canadians traveling to the United States has significantly decreased. This decline follows remarks made by former President Donald Trump about Canada potentially becoming the 51st state and ongoing trade tensions between the two countries. Josh Loewen, a marketing executive from Vancouver, expressed skepticism about the effectiveness of U.S. tourism efforts to regain Canadian visitors, stating, "It's just a wasted effort."
Relations between the U.S. and Canadian governments have worsened since trade negotiations failed last month, with Trump imposing tariffs of up to 50% on various Canadian products, prompting Canada to respond with similar measures. The U.S. government also proposed changing the name of Lake Ontario to "Lake America," which Canadian Prime Minister Mark Carney criticized as childish. Despite these tensions, tourism officials in states and cities are attempting to encourage Canadian travel.
New York state launched a "NY Loves Canada" promotion this summer, offering discounts at hotels and attractions. In Las Vegas, some hotels are treating the Canadian dollar as equivalent to the U.S. dollar to provide better value for Canadian visitors. Las Vegas tourism officials recently visited Canada to engage with travel advisers and tour operators.
At the national level, Brand USA is bringing its Travel Week trade-event series to Canada in October, expanding its outreach to Canadian travelers. Historically, Canada has sent more overnight international visitors to the U.S. than any other country. However, Statistics Canada reported a 25% decrease in return border crossings and a drop of approximately $2.4 billion (CA$3.3 billion) in travel spending to the U.S. in 2025 compared to the previous year.
This decline coincided with a weaker Canadian dollar and rising travel costs. Air travel from Canada to the U.S. has been declining since September 2023, according to Statistics Canada. A report from the agency indicated a shift away from U.S. travel preferences among Canadians, although there were slight improvements in May, June, and July, likely related to the 2026 World Cup co-hosted by the U.S., Canada, and Mexico.
Following the World Cup, Trump announced tariffs on $20 billion worth of Canadian goods, which were intended to address U.S. concerns over Canadian trade barriers. Deborah Friedland, a hospitality consultant, noted the contrasting dynamics of increased international attention during the World Cup followed by negative news.
As the summer season ends, U.S. destinations that rely on Canadian visitors are preparing for the winter months when many Canadians typically travel to warmer states like Florida and Arizona. Jennifer Adams, tourism director for Destin-Fort Walton Beach in Florida, remains optimistic about attracting Canadian visitors, stating that her area is committed to providing a welcoming experience.
Despite a 7% decline in Canadian visitors to Florida in 2025, Adams believes the message of hospitality remains strong. Loewen, who used to frequently visit the U.S. with his family, has chosen to travel to Mexico instead due to the current political climate. Eileen March, a life coach from Calgary, echoed similar sentiments, stating that she has avoided travel to the U.S. during Trump's presidency due to concerns about safety and welcome.
March expressed her willingness to continue avoiding U.S. travel until there is a change in leadership, emphasizing the importance of the relationship between the two countries.
By Michelle L. Price, Will Weissert, Associated Press By Bill Barrow, Patrick Whittle, Associated Press By Wyatte Grantham-Philips, Associated Press Rio Yamat, Associated Press