US States Launch Campaigns to Recover Canadian Tourist...

Canadian resident trips to the United States fell 23.5 percent in 2025, with overall passenger spending dropping 15.1 percent to C$18.8 billion amid escalating cross-border trade and political tensions. In response, major destination states including Florida, New York, and California have launched targeted value promotions, hotel discounts, and travel-trade campaigns to win back their largest international visitor market.

The Local Trend Revealed

Outbound Canadian travel to the United States is facing structural headwinds as travelers shift spending toward domestic and overseas destinations. Monitored by Statistics Canada, VISIT FLORIDA, the New York State Division of Tourism (I LOVE NY), and the U.S. Department of Commerce, these cross-border tourism shifts highlight the economic impact recorded in late August 2026:

National Outbound Contraction: Canadian travelers made 23.1 million trips to the US in 2025 (down 23.5% from 2024 and 26.7% below 2019 levels), resulting in a C$18.8 billion spending total (a 15.1% decline). Canadian leisure trips fell 21.5% (losing 3.2 million leisure visits), with leisure spending dropping C$2.2 billion to C$12.1 billion. In contrast, Canadian overseas visits rose 10.2%, with overseas spending increasing 17.5%.
Geopolitical Volatility: On August 26, 2026, Trump stated it was "time to teach Canada" and defended proposed 50% tariffs on Canadian imports, adding to bilateral travel and trade uncertainty.
Florida's Market Exposure: Canada remains Florida's largest international source market. Revised 2025 figures log 3.174 million Canadian visitors (accounting for 2.2% of Florida's record 143.33 million total visitors), which was 6.8% below 2024 and 22.4% below 2019. First-quarter 2026 preliminary figures record 1.05 million Canadian arrivals (2.6% of the quarter's 39.88 million total visitors). Florida's overall tourism economy supports 1.8 million jobs.
New York's "Northern Neighbour Deal": Following a 26% decline in Canadian visits and a 28% drop in spending in 2025, New York launched "NY LOVES CANADA" in August 2026. The "Northern Neighbour Deal" (August 18 to September 7, 2026) offers discounts across over 85 hotels, restaurants, attractions, Broadway shows, and museums, with Porter Airlines offering up to 20% off flights. NYC forecasts 820,000 Canadian visitors for 2026.
California's Expedia Partnership: Following a 20.1% decline in Canadian visits in 2025 (representing 1.4 million visits), Visit California launched "California Loves Canada", partnering with Expedia for 15% to 25% discounts across more than 950 hotels and attractions. May 2026 forecasts project a 2.6% rebound in 2026. Survey data shows 14% of Canadians canceled a planned 2025 US trip, and 23% postponed one.
Oregon, Vermont, & Wisconsin Strategies:
- Oregon: Canada represents the state's largest inbound consumer international market, accounting for approximately 29-30% of international visitor spending. Travel Oregon maintains partnerships with Air Canada and WestJet.
- Vermont: Features the "100% Love for Canada" landing portal, targeting drive-market crossings from Quebec.
- Wisconsin: Coordinates Canadian trade outreach alongside its $27 billion total tourism impact recorded in 2025.

Local Community & Environmental Value

For the traveler, the real benefit of cross-border tourism is supporting local community businesses. Purchasing organic foods directly from family-run stalls at regional farmers' markets or choosing locally owned boutique hotels rather than major multinational chains ensures that travel dollars directly support resident merchant families.

Environmental protection is advanced by selecting low-emission transit options. Choosing nonstop flights (such as Porter Airlines or Air Canada direct connections) reduces per-passenger travel carbon emissions. For road travelers crossing the border, driving fuel-efficient hybrid or electric rental cars protects environmental resources, satisfying local guidelines.

Visitor Insider Tips for Cross-Border Transit

Travel and transit specialists recommend the following practices when planning visits:

Use CBP Border Wait Apps: Avoid long queues. Download and monitor the CBP Border Wait Times app in real-time when approaching major northern border crossings, such as the Peace Bridge in New York or the Derby Line in Vermont, to select the fastest lane.
Observe the Off-Peak Window: Visit US destinations during the shoulder seasons of September to October or April. You will avoid extreme summer temperatures (such as Florida's high heat) and peak winter holiday price surges, while securing lower flight and lodging rates.
Sample Regional Culinary Specialties:
- In Florida: Taste a slice of authentic, creamy Key Lime Pie or try fresh Gator Bites at local seafood shacks.
- In New York: Try a classic New York-style thin-crust cheese pizza slice or a hot pastrami sandwich on rye at traditional delis.
Understand US Sales Tax and Tipping: Retail sales taxes are not included in displayed prices; they are added at checkout. Tipping is standard practice: leave 18 to 20 percent of the pre-tax bill for table service, tip hotel porters $1 to $2 per bag, and valet parking attendants $5.
Explore Under-the-Radar Escapes: In Florida, skip the crowded tourist beaches and take a ferry to Cayo Costa State Park, a barrier island offering pine forests and shell-filled beaches. In New York, visit the peaceful Letchworth State Park (the Grand Canyon of the East) instead of the crowded Niagara Falls paths.

Tourism Outlook

The long-term impact of declining Canadian spending is the acceleration of targeted value campaigns and bilateral trade partnerships across key US destination states. By separating hospitality welcome messages from bilateral political and tariff disputes, state tourism boards in Florida, New York, and California aim to protect their market share, restoring passenger volumes while diversifying destination choices for price-sensitive Canadian travelers.

FAQ: US-Canada Tourism Shifts

How much did Canadian spending fall in the United States? Canadian resident spending in the US fell 15.1 percent to C$18.8 billion in 2025, according to Statistics Canada.

What is the "Northern Neighbour Deal" in New York? New York's "Northern Neighbour Deal" is a value campaign running from August 18 to September 7, 2026, offering discounts at over 85 hotels, restaurants, and Broadway shows, alongside up to 20% off Porter Airlines flights.

How many Canadians visited Florida in 2025? VISIT FLORIDA's revised 2025 figures log 3.174 million Canadian visitors, making Canada Florida's largest international source market.

What discounts are offered under the "California Loves Canada" campaign? The campaign partners with Expedia to offer Canadian travelers 15% to 25% discounts across more than 950 California hotels, attractions, and experiences.