Attracting Canadian Travelers: How U.S. Tourism Partners Can Build Bridges Despite Policy Challenges

Living in Rochester, NY, I’m always struck by how close Canada feels. It’s quicker for me to drive to Toronto than it is to reach New York City—it’s easier to cross into another country than to get to the edge of my home state. With this proximity, Canada often feels like an extension of home. But that sense of closeness can sometimes feel complicated when you start looking at the news cycle. Policies set by our governments have different impacts on both sides of the border, creating challenges that can affect how we connect. Despite this, the bond between our two countries is undeniable, and fostering those connections—especially through tourism—has never been more important. 

While some Canadians may be canceling trips or turning their attention to other international destinations, the U.S. tourism industry has a powerful opportunity to strengthen its relationship with Canadian travelers. Consider these 7 tips to keep forging a path forward despite current challenges:  

1. Focus on Transparency – Honest, clear communication builds trust, especially when challenging policies might create confusion or hesitation. Start by fostering open communication with media, influencers, travel trade partners and consumers, to understand their point of view and possible hesitations. Create materials that help to actively educate Canadian travelers about what they can expect when crossing the U.S. border and keep it current—be sure to evolve your messaging as the news cycle and policies continue to evolve.  

2. Leverage Trusted Channels – Collaboration continues to be key as you forge a path forward. Seek out ways to partner with well-known Canadian organizations, publications, or influencers who can effectively relay your message, assuring safety, understanding, and interest. Their familiarity and authority with their audiences will resonate more deeply than if you were communicating the same message through your own channels.  

3. Show Up – Being present and engaged is critical in nurturing positive relationships. Continue to show up by being present at media shows, travel shows, and in other tourism-centric spaces to help demonstrate to your Canadian audience that they are valued and that their experiences matter. Remember that each show represents a single moment in time and will help to give you a snapshot of current traveler sentiment, concerns, and expectations. By continuing to be present in those spaces, you can better craft messages that matter.  

4. Celebrate Commonalities – Canada and the U.S. share deep cultural connections—everything from language to entertainment to a passion for exploration. Use this as an opportunity to remind travelers what makes us so alike, whether it be through sporting exchanges, joint artistic ventures or sister-city partnerships. This celebration of unity can inspire pride in shared experiences. 

5. Adapt to Our Differences – Highlight the things that make your area accessible for the average Canadian traveler. Provide French translations for marketing materials and travel guides as a thoughtful touch for French-speaking Canadians. Highlight easy driving routes, less crowded areas and car rental locations for visitors coming in from busy cities like Toronto.  

6. Offer Extra Incentives – With the value of the Canadian dollar in flux, travelers might be questioning how far their money will go in a U.S. destination. Consider offering extra incentives, discounts or value-adds for Canadian visitors who interact with DMOs ahead of planning a trip to the U.S. Get creative with tourism campaigns that showcase affordable vacations and demonstrate how to make the most of a cross-border vacation.  

7. Approach Challenges with a Growth-Mindset – Above all, remember that we have faced challenges in the tourism industry before and that this is yet another stepping-stone along that journey. Focus on laying the groundwork for future success through planning, passion and innovation and you will be set up as one of the first destinations to rebound when Canadian travelers make their return.   

Now more than ever, deliberate collaboration and thoughtful engagement can help us to overcome cross-border challenges while honoring the close bond between the U.S. and our Canadian neighbors.  

Curious to learn more? Join us on Tuesday, March 4, 2025 at 1:00PM EST for a webinar to hear from destinations, travel trade and media members on “RESILIENT TOGETHER: Effects of Policy & Headlines on Cross-Border Tourism”. Register here to save your spot!