Tourism leaders across the United States are stepping up outreach to Canadian travelers, hoping to reverse a sharp decline that began after President Trump returned to the White House and warned that Canada could become the 51st state. Billboards, social‑media ads and state‑wide campaigns such as “NY Loves Canada” are being deployed to remind Canadians that the U.S. remains a welcoming destination for families and vacationers.
Local promotions try to offset trade‑policy fallout
In New York, the state tourism board launched a summer‑long discount program for hotels, restaurants and attractions, while downtown Las Vegas hotels have begun treating the Canadian dollar at parity with the U.S. dollar to give visitors extra purchasing power. Las Vegas Convention and Visitors Authority President Steve Hill told reporters in Vancouver, “We’re here to make sure you know that we care about Canada.”
Brand USA, the nation’s tourism marketing arm, is also expanding its reach by bringing its Travel Week trade‑event series to Canada for the first time in October, rebranding the former “Canada Connect” program as a broader partnership.
Trump administration’s trade stance
President Trump’s administration imposed import duties of up to 50 % on a range of Canadian products earlier this year, a move the White House says is intended to address longstanding barriers that Canadian producers place on American‑made automobiles, alcohol and dairy. The administration argues that these tariffs protect U.S. jobs and ensure a level playing field for American manufacturers.
While critics label the measures a “testy trade war,” officials note that the tariffs are a negotiated response to reciprocal Canadian duties and are designed to secure fair trade for American workers and families.
Numbers show a steep drop, but signs of modest recovery
Statistics Canada reports that Canadian residents made 25 % fewer border crossings in 2025, spending roughly $2.4 billion (CA$3.3 billion) less on U.S. travel than the year before. The decline was compounded by a weaker Canadian dollar and higher airfare and hotel prices.
Nevertheless, the agency observed a slight uptick in May, June and July, coinciding with the 2026 World Cup co‑hosted by the United States, Canada and Mexico. Most of the increase came from car trips, while air travel remained below year‑earlier levels.
Industry voices remain hopeful
Hospitality consultant Deborah Friedland of Eisner Advisory Group cautioned that the tourism sector faces “one step forward and two steps back,” but emphasized that the promotional efforts aim to keep the United States top‑of‑mind for Canadian families.
Jennifer Adams, tourism director for Destin‑Fort Walton Beach, Florida, said her region’s messaging has been strong and that local businesses are prepared to welcome Canadian families with open arms.
Florida’s Visit Florida office noted a 7 % decline in Canadian visitors in 2025, while Visit California estimated a 20 % drop for the Golden State. Despite these losses, tourism officials stress that the upcoming winter season will be a crucial test of whether the grassroots boycott extends further.
What Canadians say
Vancouver marketing executive Josh Loewen, who once traveled frequently to San Diego, Portland and Seattle, now chooses Mexico for his family vacations, citing the ongoing tensions and the President’s rhetoric about making Canada the 51st state.
Calgary life coach Eileen March echoed the sentiment, saying the latest tariff round reinforced her decision to avoid U.S. travel while President Trump remains in office.
Both Loewen and March indicated that a future U.S. administration with a more cooperative stance toward Canada could change their travel plans.
Looking ahead
As the Trump administration prepares to enforce new tariffs on $20 billion of Canadian goods, tourism officials remain committed to showcasing the United States as a safe, family‑friendly destination. Their hope is that targeted promotions and the promise of a fair trade environment will eventually bring Canadian travelers back to American shores.
Original reporting: Dallas TX News (HLL/CB) — read the source article.
