Canada Launches Campaign to Reassure American Tourists of Warm Welcome
Canada is actively working to rebuild tourism from the United States, emphasizing that American visitors are welcome despite recent political tensions and trade disputes that led to a decline in cross-border travel.
Almost a year after former President Donald Trump’s suggestion that Canada become the 51st state and the subsequent implementation of tariffs, Canadian tourism officials are focused on mending relations. Destination Canada Chief Marketing Officer Gloria Loree stated, “We really are good friends and good neighbors, and we’re family and our feelings got pretty hurt.” The effort comes as overall inbound travel spending to the U.S. is forecasted to fall 3.2% to $173 billion this year, with fewer visits from Canada being a primary driver, according to the U.S. Travel Association.
Industry leaders report that a key barrier to renewed travel is perception – whether American tourists will feel welcome. Toni Kearney, owner and operator of Moratorium Tours & Retreats in Newfoundland, noted that potential American guests previously expressed feeling “embarrassed” or “unsure if they’d be welcome.” Despite these concerns, approximately 20 million Canadians visited the U.S. in 2024, generating $20.5 billion in spending, demonstrating the continued strength of the relationship and the importance of Canadian tourism to the U.S. economy. For context, a strong tourism sector contributes significantly to both nations’ GDPs.
Canada is also seeing growth in “highly engaged guests” – those who spend more and stay longer – particularly in culinary tourism, outdoor adventure, and Indigenous-led experiences, with such visitors up 15% year over year. Loree emphasized the enduring connection between the two countries, stating, “It’s the analogy of … our parents might be fighting, but us kids were cool.” Officials say they are committed to ensuring all visitors feel welcome, regardless of background, and are hopeful for a continued increase in American travelers in the coming months. You can find more information about travel to Canada at the Destination Canada website and learn about U.S. travel trends from the U.S. Travel Association.
