At the Fairmont Jasper Park Lodge, located in Jasper, Alberta, Canada. USA Today
Canadians are ready to welcome Americans once more. After years of political tension, tariffs, and travel hesitation, the message from Canada’s tourism industry is clear — “come back, we’ve missed you.”
At a recent tourism event in Jasper National Park, officials from Destination Canada and regional representatives from across the country gathered to promote travel and rebuild cross-border goodwill.
“We really are good friends and good neighbours, and we’re family,” said Gloria Loree, Chief Marketing Officer at Destination Canada. “Our feelings got pretty hurt, but we’re ready to move on.”
Tourism Slowly Rebounds
Travel between the two countries fell sharply during trade disputes and political disagreements. Many Canadians avoided U.S. destinations, and some Americans felt unwelcome heading north. But things are turning around.
In 2024, about 20 million Canadians visited the United States, spending $20.5 billion USD, according to the U.S. Travel Association. Most trips included shopping, beach vacations, or cultural getaways.
Likewise, American visitors remain essential to Canada’s tourism sector. They contributed $15.4 billion CAD in 2024, making the U.S. Canada’s most valuable international market.
Overcoming Misunderstandings
Despite improving relations, some hesitation remains. Loree said many U.S. travellers still question whether they’ll be welcomed in Canada.
“When we met with U.S.-based agencies, they said Americans want to know where they’ll feel welcome,” she explained. “That’s not unusual — people just want to feel comfortable when they travel.”
Tourism operators across Canada have noticed similar concerns. Toni Kearney, who runs Moratorium Tours & Retreats in Newfoundland, said bookings dipped earlier this year due to uncertainty.
“Some Americans told us they felt embarrassed or unsure if they’d be welcome in Canada,” Kearney said. “Even when we reassured them, hesitation lingered.”
She added that many Canadians view her tours as luxury experiences, while Americans — benefiting from a strong exchange rate — see them as fairly priced.
High-Value Travellers Boost Local Economies
Loree said Canada has seen a steady increase in “highly engaged guests” — visitors who spend more and stay longer. “These travellers are up 15% year over year,” she said. Many are drawn to Canada’s culinary scene, natural beauty, and Indigenous-led tourism.
Kearney noted that American guests returned in greater numbers later in the year, extending Newfoundland’s autumn travel season. “We want Americans to know that regardless of your faith, politics, or race, you’re welcome here,” she said. “Our economy depends on you — and we love hosting you.”
A Neighbourly Reunion
Both sides agree that this revival goes beyond economics. It’s about rekindling the friendship between two nations that have long shared more than just a border.
As Loree put it, “It’s like our parents might argue sometimes, but the kids — that’s us — we’re still friends. We’re still neighbours.”
With that spirit, Canada is opening its doors — and its heart — to American travellers once again.
