In recent months, travel patterns between Canada and the United States have shifted noticeably. Many Canadians are increasingly choosing to explore their own country rather than venturing south. Domestic tourism is experiencing a surge, with platforms like Airbnb reporting record usage, signaling a renewed interest in discovering Canada’s own landscapes, cities, and experiences.

At the same time, visitors from the United States are arriving in lower numbers. Tensions at the border and heightened sensitivities around security and surveillance have contributed to a decline in American tourism to Canada. A recent advisory regarding electronic devices sparked concern, leading to official responses and debate over the actual level of risk. While government officials have downplayed the broader implications, the advisory may have contributed to a perception of unwelcome sentiments, influencing travel decisions.

Data from both air and land border crossings show a noticeable downturn in the number of Americans entering Canada. The reduction has been significant enough to prompt concern among Canadian tourism officials and local businesses that typically rely on US travelers, especially during the summer peak season.

In response, Canadian tourism organizations have launched targeted campaigns to re-engage American tourists. Messaging now emphasizes Canada’s welcoming spirit, natural beauty, and the ease of travel for international visitors. Some regions have introduced incentives and partnerships to encourage cross-border visits and restore pre-pandemic tourism levels.

With summer approaching, the tourism industry is closely monitoring these trends. Stakeholders across the country are doubling down on efforts to ensure that Canada remains an attractive and accessible destination for all travelers—especially its neighbors to the south. From scenic national parks to vibrant urban centers, Canada is actively promoting its offerings in hopes of reversing the downward trend and rebuilding trust and enthusiasm among American visitors.

Canada Launches Heartfelt Campaigns to Reconnect with American Travelers and Reinforce Its Warm Welcome

The shift was not entirely unexpected. Many travelers from the United States have scaled back their plans to visit Canada, citing a growing sense of unease. Several incidents have contributed to this perception, including public displays of tension that sparked media attention earlier in the year. For instance, during hockey season, national sentiment flared when Canadian fans expressed displeasure during the U.S. anthem—an act that resonated far beyond sports.

This sentiment appears to have translated into travel behavior. By April, land border crossings from the U.S. to Canada had fallen by 10.7% compared to the same month the previous year, reflecting a clear cooling of cross-border tourism activity.

In response to the decline, Canadian tourism authorities are making a concerted effort to rebuild ties and restore confidence among American visitors. Tourism boards across the country have launched emotional and inviting marketing campaigns aimed at the U.S. audience. These initiatives are particularly active in regions close to the border, such as New England and New York State, where many travelers traditionally originate.

Through these campaigns, Canada is sending a clear message—American tourists are not only welcome, they’re deeply valued. With summer travel season underway, these efforts are designed to remind visitors of the warmth, hospitality, and unforgettable experiences that await just across the border.

Several popular destinations across Canada are stepping up their efforts to reconnect with American travelers through specially crafted outreach campaigns. Niagara Falls Tourism, for instance, introduced a dedicated online portal aimed specifically at welcoming visitors from the United States. Meanwhile, Ontario has experienced a noticeable dip in interest from American tourists, with summer bookings reported to be down by 32% compared to the previous year, according to national media sources.

Restoring this vital travel connection has become a central focus for tourism leaders not only in Ontario but throughout the country. Rebuilding confidence and encouraging cross-border visits are now top priorities as Canada looks to revitalize its tourism sector in time for the busy summer season.

Fewer Americans Are Crossing into Canada by Land and Air Compared to Last Year

Recent travel data reveals a noticeable decline in visits from the United States to Canada, both by road and by air. While much attention has been given to the reduced presence of Canadians traveling to the US, the reverse trend is now equally significant.

In May, Canada recorded approximately 1,044,700 land entries from American travelers—marking a decline of 8.4% compared to the same period in 2024. Air travel showed a similar, though smaller, dip with a 0.3% decrease in arrivals. These figures highlight a broader cooling in cross-border tourism and underscore growing concerns within the travel and hospitality sectors.

As major Canadian carriers such as Air Canada, WestJet, and Air Transat scale back their schedules to the United States—cutting routes by around 10%—a continued decline in air travel between the two countries appears likely for the remainder of the year.

In light of shifting demand, multiple airlines have adjusted by lowering the number of available seats on US-bound flights, signaling a broader retreat in cross-border aviation activity.

British Columbia Rolls Out New Social Media Initiative to Reignite Interest from American Travelers

British Columbia’s tourism sector is feeling the impact of fewer American visitors, with one notable wilderness lodge experiencing a 28% drop in bookings from the US market.

To counter the decline, the Commercial Bear Viewing Association has introduced a targeted promotional effort aimed at reengaging American travelers. As part of this initiative, the campaign has been prominently featured on their Instagram platform to boost visibility and encourage renewed interest in British Columbia’s wildlife experiences.

The response across social media has been largely favorable, with minimal criticism from audiences in both Canada and the United States. Whether these efforts will successfully ease cross-border tensions, however, is still uncertain.