According to a new Longwoods International study of Canadian traveller sentiment, 60% say that current U.S policies and political statements make them less likely to travel across the border in the next twelve months.
More than one-third (36%) had planned to travel to the US in the next year but have since cancelled those plans.
“This new research demonstrates that the health of America’s hospitality industry is vulnerable because of America’s current reputational risk globally,” said Amir Eylon, President and CEO of Longwoods International.
“According to the U.S. Travel Association, Canada was the number one source of international visitors to the U.S. in 2024, with 20.4 million Canadian visitors.”
They spent 20.5 billion dollars at American businesses which support about 140,000 American jobs
Only 42% of Canadians believe the US is welcoming of visitors, while only 38% believe America values international visitors.
Canadians concerned about US policy and politics are seeking alternatives with 40% choosing to travel at home in Canada and 27% looking to other international destinations, with Mexico and Europe the big winners.
Despite this concerning sentiment, Canadian travellers continue to see the US as an attractive international destination.
The survey was fielded April 10 – 11, 2025 using a Canadian national sample randomly drawn
from a consumer panel of 1,000 adults.
