According to U.S. Travel Association, in 2024 Canadian visitors accounted for one-quarter of all foreign visitors to the U.S. Spending was $20.5 billion, which supported 140,000 American jobs. That was then.

So Long, Neighbors

Last year, Canadian inbound traffic was down 25% compared to the previous year, according to U.S. Travel Association. The exchange rate is only making matters worse, as the Canadian dollar is worth approximately 73 cents.

Canadians staying in the U.S. longer than 30 days must now register with U.S. immigration authorities, upending the process for many snowbirds who spend the winters south of the border.

Social media inspections are perceived as another risk for international inbound travelers. More policy headwinds include Canadian tariffs and 51st state rhetoric. Yet another wrinkle in the welcome mat is a new system at 11 major U.S. national parks designed to “put American families first,” wherein non-U.S. residents—including Canadians—must now pay triple the cost to visit.

The impact goes well beyond drive markets: the top five U.S. states for Canadian visitors are Florida, California, Nevada, New York, and Texas. The loss of Canadians is being felt at warm weather destinations, including Hawaii.

What the Data Says

The data from Statistics Canada reveal that road trips to the U.S. dropped 15% in February compared to the same month last year, and by 32% compared to 2024. Airlines across Canada removed 450,000 seats on U.S. flights during the first quarter of 2026. In February, WestJet announced it would suspend 16 direct routes for the summer due to decreased demand. The cuts affect affecting Boston, Nashville, San Francisco, Los Angeles, San Diego, Seattle, Tampa, Orlando, Atlanta, and Raleigh-Durham.

“Over the past year, tourism officials and business owners say visits from across the border have dropped sharply, forcing destinations throughout the region to rethink marketing strategies, trim expectations, and scramble to replace a dependable audience that could be counted on to help anchor the local economy year after year,” reports The Buffalo News.

East to west across the border, the story is the same. “We’re down about 20 per cent compared to the year before,” said Visit Fargo-Moorhead Marketing Director Dannielle Melquist.

What Canadians Say

“Political disputes between the U.S. and Canada continue to be a headwind for Canadian visitation to the U.S.,” said Amir Eylon, President and CEO of Longwoods International. “And the Canadian perception of the safety of travel in the U.S. has steadily declined during the last 10 months.”

According to the latest Longwoods International tracking study of Canadian travelers (fielded in Jan. 2026), 59% report that U.S. government policies, trade practices and political statements make them less likely to travel to the U.S. in the next 12 months.

What Las Vegas Is Doing

Las Vegas Convention and Visitors Authority will spend millions to bring Canadians back. The DMO’s board of directors approved a $3.5 million three-year marketing agreement to run until June 2029, with the option for a two-year extension. Reach Global Marketing will provide international tourism marketing, as well as and promotion campaigns and services in Canada aimed at enticing residents north of the border back to Las Vegas.

Some Vegas hotels and casinos want to ease individual traveler’s financial concerns by offering “At Par” programs through August 31: $1 USD in value for every $1 CAD spent.

What Other DMOs Are Doing

Some U.S. destinations continue with efforts directed at key Canadian markets and segments. Some have tried warm and welcoming messaging, targeted incentives, and deals—or all these things combined. Visit California gave it a shot in 2025. A “California Loves Canada” campaign offered discounts in 950 hotels, attractions, and experiences via Expedia. Visit Buffalo put up billboards with a big red heart. Visit Seattle undertook a Canadian sales mission late last year. Travel Nevada and its partners are in Canada this week.

Still other DMOs are pivoting and pausing efforts. Entering month 13 of a significant downturn, some destinations are re-thinking strategy.

Destination Niagara has suspended all marketing efforts in Canada. Sara Cercone, Director of Communications said, “We have received feedback from Canadian clients who canceled bookings for conferences or events in Niagara Falls from 2025, noting tariffs, travel advisories and strained government relations between the U.S. and Canada as reasons.”

In Montana, Visit Big Sky CEO Brad Niva stated that all marketing efforts towards Canadians have now been halted.

In Michigan, according to Visit Detroit president & CEO Claude Molinari, Canadian tourism to Southeast Michigan decreased by about 30% last year. Visit Detroit indicated that while they want to maintain a positive relationship, they have adjusted their strategy to avoid appearing “tone deaf” with active advertising while Canadians are discouraged by their government from traveling to the U.S. The DMO has paused marketing activity north of the border.

At Traverse City Tourism CEO and president Trevor Tkach said the decision to pause campaigns in Canada was made because key indicators were underperforming.

President & CEO Patrick Kaler, Visit Buffalo, tells The Buffalo News that the DMO has made up some of the lost business by pivoting to make increased efforts in key domestic markets, including sports marketing.