Despite facing headwinds in Canada-U.S. relations, the U.S. tourism industry is doubling down on its efforts to keep Canadian travelers engaged. At Brand USA’s Canada Connect East trade mission in Toronto, 31 U.S. tourism boards and attractions met with Canadian media, tour operators, and travel retailers, aiming to reinforce the bonds that drive one of the most important international visitor markets for the United States.

“This is a challenging time in Canada-U.S. relations, and we know that makes your job a little more challenging,” said U.S. Consul General Baxter Hunt, highlighting outreach initiatives like Detroit’s love letter to Canadian travelers and Palm Springs’ “We Love Canadians” banners.

One of the key participants, Visit Lauderdale, is cautiously optimistic.
“Is it affecting us? A little bit, but not as much as you might think,” said Paul Mason, Senior Manager, Global Trade Development at Visit Lauderdale. “A lot of people were already booked and had already traveled. Our Canadian market typically tapers off by April, so I think we’ll see some impact in the summer, and if the U.S. economy doesn’t improve, then we’ll really feel it. We’re hoping things hold steady. We’re considered a safe haven for Canadians. What we’re hearing is, ‘We’ve come down to Fort Lauderdale for 20 years, we’re still coming, we’re going to leave politics at the door.’ In the meantime, we’re already looking forward to Fort Lauderdale hosting IPW in May 2026.”

Other U.S. destinations at the event highlighted unique offerings designed to appeal to Canadian travelers:

• Chicago is preparing for IPW 2025 and offering incentives like discounts and refunds to reduce cancellations, according to Oscar Vela of Choose Chicago.
• Cincinnati is boosting connectivity with new Air Canada flights to Montreal and additional Toronto service, while showcasing its underground beer tunnels and German heritage.
• Washington, D.C. is promoting new attractions like “The People’s House: A White House Experience” and preparing for major events like World Pride and America’s 250th anniversary.
• Houston emphasized its booming culinary scene and cultural neighborhoods like Asiatown and the Gandhi District, inviting Canadians to explore beyond convention tourism.
• Nashville highlighted its unmatched live music scene and 60,000 hotel rooms, while noting that Canadian visitors still represent over half of its international arrivals despite some recent drops.

While economic and political uncertainties may be shaping conversations, U.S. destinations are keen to communicate a clear message: Canadians are valued, welcomed, and invited to keep crossing the border to experience everything from cultural landmarks and sports events to culinary adventures and beach escapes.

According to a new Longwoods International study on Canadian traveler sentiment, 60% say that current U.S. policies and political statements make them less likely to cross the border in the next twelve months, and more than one-third have already canceled planned trips. Although Canada was the top source of international visitors to the U.S. in 2024, generating $20.5 billion in spending and supporting about 140,000 American jobs, only 42% of Canadians believe the U.S. is welcoming to visitors. Many are now choosing to travel within Canada (40%) or explore destinations like Mexico and Europe (27%).