JoAnne Borselli, Group Brand Director
There’s a shift happening this summer that’s going to have a much louder impact than people realize: significantly fewer Canadians are traveling to the U.S.
According to Tourism Economics, visitation from Canada is expected to drop by 20.2% in 2025, part of a broader 9.4% decline in international arrivals. At first glance, it might seem like just a tourism issue. And it is. But it’s also much bigger than that.
Canadian travelers are a steady, reliable presence every summer, especially in key destinations in the Northeast and border regions across the northern portion of the U.S. They’re not just filling hotel rooms and lining up at attractions — they’re shopping, dining and spending in communities that count on their return year after year. So when they don’t show up, the ripple effect is real.
According to USA Today, a 10% dip in Canadian tourism alone could cost the U.S. $2.1 billion in spending and put 140,000 jobs at risk. That’s not just hotel and airline jobs — it’s restaurant staff, retail workers, drivers, seasonal employees and small-business owners who build their year around summer.
We’ll definitely feel it here in Boston, and in classic summer tourist towns in Massachusetts like the one where I live part of the year. Canada is Massachusetts’ No. 1 international tourism market during the summer, and when those visitors don’t come, it shows: fewer bookings, emptier tables, lighter foot traffic. It all adds up. For many local businesses, summer isn’t just the busy season. It’s make-or-break.
And the truth is, the impact doesn’t stop when vacation season ends. Less visitor spending means less local revenue. It affects everything from job creation to city budgets. And it’s often the smaller, family-run businesses without deep pockets or backup plans that feel it the most. When their income shrinks, so does their own household spending, creating a cycle that touches everything from grocery stores to gas stations.
For businesses that rely heavily on Canadian visitors, it’s easy to feel like this shift is completely out of their hands. But while you may not be able to change the border traffic, you can take steps to adapt your marketing strategy and build resilience during the slowdown:
- Lean on your own customer database to re-engage past Canadian customers directly.
Use your own data to reach out with personalized offers. Highlight what makes your business worth the trip, and consider adding incentives like loyalty perks, bundled packages or flexible booking terms to help bring them back. - Tell your story in a way that resonates with values.
People choose destinations that feel authentic and connected. Share what makes your business unique — whether it’s a generational family story, your commitment to sustainability or the ways you support your community. These narratives build loyalty through human compassion and connection. - Double down on U.S.-based local markets.
With cross-border travel down, look closer to home. Target customers in nearby regions that are within a few hours’ drive. Emphasize convenience, value and the kinds of experiences people can’t get elsewhere, especially for weekend getaways or spur-of-the-moment summer plans.
These kinds of efforts won’t replace lost international traffic overnight. But they can help stabilize revenue, deepen connections with your audience and position your business for stronger recovery down the road.
Because the bottom line is this: when travel slows down, a lot of other things do too. That’s why it’s so important to keep the bigger picture in mind. Travel isn’t just a business sector — it’s a spark that powers so much more.
