US tourism groups scramble to lure Canadians amid escalating trade tensions

Across the United States, tourism boards are deploying billboards, social-media ads and discount programs to persuade Canadians to resume cross-border travel, with initiatives ranging from New York’s “NY Loves Canada” campaign to Las Vegas hotels matching the Canadian dollar to the U.S. dollar. Despite these efforts, Canadian visitation has slumped since Donald Trump’s inauguration, falling 25% in border crossings and costing roughly $2.4 billion (CA$3.3 billion) in 2025, according to Statistics Canada.

The downturn is compounded by a trade war that saw tariffs of up to 50% on Canadian goods and a retaliatory U.S. tariff package announced shortly after the 2026 World Cup. While the tournament briefly boosted car travel, air travel remains below prior levels, and analysts expect the winter “snowbird” season to test the durability of the boycott. Industry voices caution that without a change in U.S. leadership, Canadian tourism to key U.S. markets may stay suppressed.