"Canada, listen up": U.S. tourist attractions pursue efforts to reclaim visitors from their northern neighbors
In the second quarter of 2025, the United States has seen an uptick in overall visits, with 34.4 million visitors traveling to the Sunshine State of Florida, a 5% increase over the same period in 2024. However, the story is different for Canadian visitors, who have seen a 20% year-over-year drop in their numbers, while overseas visitors have increased by 11.4%.
This steep pullback of Canadian visitors is expected to most negatively affect cities such as Seattle, Portland, Oregon, and Detroit. According to Tourism Economics, the overall international visitors are expected to decline this year by about 27%, 18%, and 17% respectively in Seattle, Portland, and Detroit.
Florida, with its popular destinations like Miami and Orlando, still attracts a significant number of Canadians, with 640,000 Canadians and 2.3 million overseas visitors in its international visitor numbers. However, the decline in Canadian visitors is concerning, as they have been a crucial market for many U.S. destinations. For instance, the US state of Nevada, especially Las Vegas, is particularly affected by the decline in visits from Canadians. Las Vegas is heavily dependent on these visitors, as Canada is its largest international market.
The city of Rochester in the United States, known for its tourist attractions like the George Eastman Museum, the Strong National Museum of Play, and the National Susan B. Anthony Museum & House, has launched a "Dear Canada" campaign as part of its summer and fall tourism promotion plans.
The decline in Canadian visits to the United States is not just about the numbers. A survey by Tourism Economics shows that 71% of Canadian travelers say political statements by U.S. leaders are a key negative factor, up from 64% in April. Moreover, 80% of these travelers whose travel decisions are being influenced by U.S. policy and politics say U.S. tariffs and economic policy are the major negative influence.
In response, disgruntled Canadians are planning to travel within their own country or book flights to other nations. This trend is causing concern for destinations across the United States, which are bracing for further travel dips in the fall and are adjusting expectations and carefully crafting or holding off on new campaigns.
The concern deepens as overseas visitor numbers throughout the United States may dip even further due to the $250 visa integrity fee set to go into effect on Oct. 1. The U.S. Travel Association calls this fee a "misguided junk fee" that will hike the upfront costs of visiting the U.S. by 130%.
International markets such as Brazil, the United Kingdom, Germany, and Colombia have seen growth in the Palm Beaches, while Canadian visitors dipped 4.4% year over year. Despite this, international visitation for the first half of 2025 is up 2.56% year over year in the Palm Beaches, Florida.
In 2024, Canadians made 20.4 million visits to the United States. However, the current trend suggests a significant drop in these numbers, which could have a profound impact on the U.S. economy, particularly in cities and states heavily reliant on international tourism.
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