Tourism groups want to win Canadian visitors back. A testy trade war isn't helping

Tourism groups say they’re racing to win Canadians back to the United States, but an escalating trade dispute is undermining the effort. The fallout follows the collapse of U.S.-Canada trade talks last month, with President Donald Trump imposing import taxes of up to 50% on Canadian products and Canada responding in kind. Canadians also reduced visits after Trump returned to office with remarks about Canada becoming the 51st state. According to Statistics Canada, Canadians made 25% fewer return border crossings in 2025 and spent about CA$3.3 billion less than the year before. U.S. destinations are countering with promotions, including “NY Loves Canada,” and Las Vegas outreach in Canada.