Beyond Borders Tourism Coalition Calls for Revival of Canada/US Travel

There was a time when Canada-U.S rivalry was centred on the ice hockey rink. But that shifted in 2025 amid social and political policies arising from the current U.S administration and tourism from Canada to the U.S nosedived. Canadians have kept our collective “elbows up.”

The Beyond Borders Tourism Coalition (BBTC) says Canadian road trips to the U.S. are down nearly 20% and some states report campground reservations from Canadians falling by more than 70%. In destinations such as Montana and New Hampshire, where Canadians historically made up as much as 80% of international visitors, businesses are now contending with empty parking lots and reduced direct air service from Canada.

Just recently at the World Juniors hockey tournament held in Minnesota, empty seats were a constant backdrop; attendance sat at just 85,524 — well behind the 138,588 fans who attended at the same point last year in Ottawa.

Canadians, who previously made more than 20 million trips annually to the U.S., are increasingly choosing to stay home or travel elsewhere.

Formed in 2025 by major U.S. and Canadian tourism associations, the BBTC says that a once-easygoing border relationship has grown strained enough that empty hotel rooms, quiet main streets and new visitor surcharges are now sending the loudest message.

The coalition is urging leaders on both sides of the border to reset the tone, provide predictable pricing and consultation, and invest in joint recovery and marketing in 2026.

“Every $100 surprise at a park gate, every new tariff, every off‑the‑cuff negative comment about our closest neighbour sends a signal,” says Shannon Stowell, President of the ATTA and initial founder of the BBTC.

“Right now, that signal is: ‘Maybe don’t come or maybe you won’t be welcome.’ Our ask is simple: stop making it harder and more expensive for Canadians and Americans to visit each other and start acting like the longest undefended border in the world, and our subsequent longstanding relationships, are still something worth exploring and protecting – together.” 

The BBTC is calling for practical policy adjustments, including:

• Renewed investment in joint marketing and support for gateway and Indigenous communities.

• An end to surprise fees, with clearer timelines and industry consultation.

• A reassessment of travel-related tariffs and cross-border costs.

• A shift away from rhetoric that discourages visitation.

For more information or to support the coalition’s efforts, visit www.beyondborderstourismcoalition.com.