Honest reason with passport control | Cruising altitude
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- Political tensions and tariffs previously caused flooding of tourism between the US and Canada.
- Canadians are now emphasizing that American tourists are welcome and are trying to correct relationships.
Jasper, Alberta – Canadians have their arms open wide and the travel industry is ready to embrace it.
Almost a year after President Donald Trump suggested that our north neighbours became the 51st state, tariffs were put in place and wider anti-American tourism, Canadians are ready to move on.
“We’re really good friends, good neighbors, we’re family and our feelings have been pretty hurt,” Gloria Lauren, Chief Marketing Officer of the destination, told USA Today. “You’re certainly ‘upright elbows’, but I didn’t feel that right. …I think Canadians are very confident in their prime minister right now. There is a stable hand there.
Between the devastating fire ash and the pristine waters of Jasper National Park, the Canadian destination welcomed journalists and media experts from around the world last month and was able to meet representatives from cities and provinces across Canada. The biennial event is intended to taste Canadian offerings. This year, more likely than in the past, Canadians want the world – the US in particular knows they are welcome.
Travel flow and spending is still unstable
At the height of tension, tourism was soaked in both ways.
The US Travel Association predicts that total inbound travel expenses in the US will fall 3.2% per year to $173 billion per year. The organization said “significantly fewer visits from Canada is a major factor in this decline,” but visits from other countries are expected to remain flat.
For the first six months of 2025, international visitors spent $126.9 billion on US travel and tourism-related goods and services, according to the US Bureau of International Trade.
Canadians continue to be one of the most loyal inbound markets in the United States. According to the American Travel Association, around 20 million Canadians visited the United States in 2024, generating $20.5 billion in spending. Despite concerns about gun violence, medical costs and currency fluctuations, shopping trips, snowbird escapes, and cultural tourism remain strong motivators.
“That’s rarely a specific reason when it comes to the intentions of the visit,” Laureen said. “It’s this interesting response, this loyalty that citizens have their economy and their own vitality, that is what they consider to be loyal to Canada, their economy.
American travelers donated CAD 12.9 billion (approximately US$9.2 billion) in 2023, becoming the most important international market for Canada’s tourism economy, generating $28.9 billion that same year.
Perception is important
Industry leaders say perception is a major barrier. The border has resumed and political tensions are refrigerated, but travelers are still asking if they feel welcome.
“We were in New York in August, and I was meeting with various US-based PR agencies, and each identified the main barriers and concerns about whether Americans feel welcome in Canada. “And that’s not an unusual (feeling) because when I was backpacking Europe, I would hear the Texas accent and see the Canadian flag on their backpacks.”
Tonikary, owner and operator of Moratorium Tours & Retreat in Conchet, Newfoundland, repeated the feeling and noted that she felt a political headwind in the state.
“During our Prime Booking window (January to March), talk of tariffs and trade tensions weakened American interest. Some conversations that revealed an unpleasant theme. “Even though there’s a sense of security that we value American guests so deeply…hesitating has lasted. From what I’ve seen, many Canadians consider our price range luxury, but Americans benefit from the exchange rates, recognize the packaging as medium range and match the authentic value we offer.”
Highly valuable visitors to promote growth
Laureen added that Canada is also seeing an increase in what officials call “very enthusiastic guests” – those who spend more and stay longer. “The number of highly enthusiastic guests is up 15% year-on-year,” she said, pointing to the growth of culinary tourism, outdoor adventures and Indigenous-led experiences.
For her, Kearney has seen her relieve tension.
“We have seen American travelers return later this year to extend the fall season. But we want Americans to know this. You are welcome here, regardless of your faith, political views or race,” she added. “We love hosting you in (the city of conché) and showing your hometown to the world. They’re all welcome here. And frankly, our economy needs you.”
For both sides, it’s more than economics. It’s about reestablishing years of connections with our neighbors.
“It’s … our parents may be fighting, but our kids are cool,” added Laureen. “And they are our friends, they are our neighbors and other ways.”
