What Canadian Travel Trends Mean for U.S. Destinations
Tourism is all about connection — people, places and the memories made along the way. But what happens when one of your most loyal travel audiences suddenly ghosts you? That’s the chill many destinations in the United States are feeling from our neighbors to the north.
Many of our travel and tourism partners are experiencing this firsthand. From desert towns in Arizona to cruise ports in Washington, U.S. destinations are navigating a Canadian cold front that has nothing to do with weather.
So now what? This blog unpacks what’s behind the slowdown and shares smart, creative ways organizations can pivot, connect and warm things back up.
The Great Slowdown
If you’ve tuned into the news over the last few months, you likely know that Canadian air bookings to the U.S. fell more than 70% in Q1 2025 compared to the previous year. For many destinations, that’s not just a dip — it’s a nose-dive. But did you know that many “snowbirds” aren’t migrating? Cross-border shopping trips are slowing. Fewer families are visiting for spring break or summer fun (even trips to Disney theme parks are being canceled). And while these declines are more visible in states like Arizona, Washington and Florida, they’re not limited to border towns or beach cities.
Mexico is also showing signs of strain. First quarter air bookings from Mexico to the U.S. dropped 23%, with similar concerns driving the shift: rising costs, new biometric screening rules and fear of detainment. States like Arizona, California, Texas and New Mexico, which see high volumes of Mexican travelers, already feel the change.
The reasons aren’t surprising. Exchange rates, inflation, stricter U.S. entry policies and politics contribute to the cool-down. Many Canadian travelers are choosing to stay closer to home or look farther abroad.
Time to Pivot … Again?!
If the pandemic taught us anything, it’s how to pivot and remain flexible. This is a moment for reflection and smart repositioning.
Destinations can’t control global politics or exchange rates, but they can double down on what they do best: making visitors feel welcomed, informed and valued. That means:
- Prioritizing human-centered storytelling to rebuild trust, not relying solely on discount tactics
- Partnering with Canadian tour operators and regional businesses to craft authentic joint messaging
- Broadening target markets beyond Canada and Mexico
- Focusing on sub-markets (e.g., younger Canadians, outdoor enthusiasts, cultural travelers) still open to visiting
- Training frontline staff to understand travel concerns and demonstrate empathy
- Monitoring traveler sentiment and behavior — and adjusting strategies in real time
At JayRay, we believe this is an opportunity to think bigger. The goal isn’t to panic. It’s to plan. International travel may be cooling, but connection and curiosity haven’t gone anywhere.
It’s Not All Cold News
There are bright spots. Organizations are already adapting with empathy, creativity and a warm welcome. Here are some examples of serious border-crossing charm:
- The Seattle hospitality community came together with “Open Arms for Our Canadian Friends,” offering discounted rates for Canadians who visited Seattle during the Seattle Mariners vs. Toronto Blue Jays game
- Disney World invited Canadian residents with a special 3-Day, 3-Park ticket offer through September 22, 2025
- Senators from Arizona and Florida reintroduced a bill to extend Canadian visitor stays, aiming to boost tourism and support local economies
- Several U.S. destinations have flipped the script with heartfelt messages to Canadian visitors, including Visit California’s video campaign, Palm Springs’ city-wide banners and Buffalo’s billboards and Canada Day giveaway
- And Canada’s thinking outside the box, too — Eastern Townships Tourism Association nailed it with their “Come Hug It Out” ad campaign, which greeted American visitors with humor and heart
This moment may feel uncertain, but it’s not forever. With thoughtful strategy and creative outreach, you can keep the conversation going and the welcome mat ready. Need help finding your voice during a quiet season? That’s what we’re here for. Let’s talk.