Open Letter to US DMOs: Embrace Canadian Travelers More Than Ever

It’s no secret that Canadian travelers have hesitated in recent months to visit the U.S. According to Statistics Canada, August visitation to the U.S. was down 30% from last year.

But data shows they are coming back—even if slowly. According to XBorder Canada’s August 2025 report, Canadian overnight visits are still 3.2 times larger than the top 20 overseas countries combined.

These flickers of hope make it clear that we need to look past this current moment and avoid knee-jerk reactions of doom and gloom. Forget what’s happening now and think about tomorrow. The strategies we adopt today will affect the future when Canadian travelers will be looking to cross their southern border again.

That’s why U.S. destinations need to dig their heels in and play the long game with Canadian travelers.

1. Follow the data: Who is coming?

Destination organizations need to tailor their strategies now to connect with travelers indicating the most interest in the U.S. XBorder Canada’s report showed that millennials are leading the way. Travelers aged 25–39 make up the largest cohort planning U.S. trips (37.5%), followed by those 40–54 (24.6%).

The fix? Target your marketing plans to these travelers, tapping into the themes that are going to attract them. Millennials are traveling with their kids now, so family travel experience, ease of access and safety are winning themes for destinations in the U.S.

2. Embrace politics (only) if it serves you

One of the major deterrents to traveling in the U.S. involves political concerns (60.8%) but local politics don’t always reflect national ones. America’s inherent diversity means that many states and cities are more relatable to Canadians than they think.

The fix? Veer away from politics if it’s counterproductive to visitation and do your best to highlight stories of welcoming and inclusive policies in your destination. But lean into politics if it sets you apart. Canadian travelers will be more likely to choose your destination if they don’t see the political climate as particularly problematic. Visit Rochester’s “Dear Canada” campaign and Maine’s “Canadian Visitors Welcomed” efforts showcase the longstanding relationships that transcend any political movement.

3. Cater to Canadian pride

Boycotts tied to U.S. tariffs are an issue for more than half of Canadian travelers surveyed (56.6%). It’s meant as a protest, but also as a way to celebrate Canadian pride. Just because they’re proud of their nation, however, doesn’t mean you can’t find common ground to attract Canadian visitors.

The fix? Consider engaging in strategic storytelling about locals with ties to Canada to show how your destination embraces Canadian culture or traditions, to make it clear that while the tariffs are a contentious policy, your destination still respects Canadians deeply and doesn’t want to lose them.

4. Focus on value, not budget

Cost and exchange rates are another top deterrent among 44.7% of respondents. Canadian travelers know they’ll be spending a lot on a trip out of their home nation. Budget angles and cost-saving are key for destinations who want Canadians to invest in a vacation over the border.

The fix? It’s not about budget travel. Destinations need to demonstrate value, instead. The Vermont Department of Tourism and Marketing, for example, offered discounts to Canadians through a partnership with local businesses this year.

Show Canadians all that they can experience in your destination without wasting time or money. Evaluate your messaging and focus on direct flights, small crowds, hassle-free bookings and linguistic accessibility (for the French-Canadian speakers) that make it clear your destination is worth their precious resources.

5. Bring messaging to their market

All of this slowly rebounding travel intention is a good sign, but destinations can’t wait for travelers to seek them out organically. U.S. destinations need to jump into the Canadian market and bring their messaging directly to potential visitors.

The fix? Create partnerships with Canadian brands and travel companies and host media events in major markets where direct flights are available. Meet Boston achieved this effectively when they brought their brand to Toronto during a baseball game between the Red Sox and the Blue Jays, leveraging sports tourism to reach Canadians.

In-market events position your destination directly in front of the travelers who are most likely to book. Consider creative activations to showcase your destination in Canadians’ backyards to generate memorable buzz that keeps your destination brand top of mind.

Let’s remember we’ve been here before, and we’ll probably be here again one day. Travel is the forgotten stepchild of politics that doesn’t get taken into consideration nearly enough. But that doesn’t mean that DMOs need to sit by idly.

By maintaining relationships in Canada with the travel trade and travel media, and continuing to make your case for the Canadian traveler, it’s possible to be top of mind even prior to this tumultuous time being behind us, when Canadians aren’t hesitating to head south anymore. That’s the future that we need to plan for today.