Rising Canadian Patriotism Drives Sharp Decline in US Tourism Revenue
Ottawa, Sunday, 18 January 2026.
Political friction has triggered a historic travel shift: 5.5 million fewer Canadians visited the US in 2025, resulting in a projected $5.7 billion loss for the American tourism sector.
Economic Fallout in the Borderlands
The sharp contraction in cross-border movement has sent shockwaves through the American tourism industry, particularly in northern border states that have historically relied on Canadian spending. Data reveals that 5.5 million fewer Canadians crossed the border in 2025, a staggering decline that has prompted industry analysts to forecast a total loss of $5.7 billion in tourism spending for the year [1][2]. The impact is unevenly distributed but severe in specific regions; for instance, Maine, New Hampshire, and Vermont have experienced a 30% plunge in cross-border travel [2]. Vermont, in particular, has seen Canadian spending plummet by nearly half, recording a 49% decrease, while Maine faces a reduction in tourism revenue estimated at $70 million [2]. Even further inland, the effects are tangible, with Washington State seeing a 32% decrease in cross-border vehicle traffic over the last six months [2].
Sentiment Driving Strategy
This economic withdrawal is inextricably linked to a deterioration in diplomatic rhetoric and public sentiment. Following President Trump’s imposition of tariffs and controversial references to Canada as the “51st state,” Canadian public opinion has hardened significantly [1][3]. A Pew Research Center poll from the spring of 2025 found that 64% of Canadians held a negative view of the United States, the highest level recorded in over two decades [1]. By October 2025, an Angus Reid poll suggested that 46% of the population wanted their government to approach the U.S. as an “enemy or potential threat” [1]. This anxiety has persisted into the current year; a Leger poll conducted earlier in January 2026 indicates that one in three Canadians now believe the U.S. could take “direct action” to control Canada [1].
The Pivot Away from America
As Canadians turn their backs on American destinations, they are redirecting their capital elsewhere. Domestic tourism revenues climbed 6% between May and August compared to the previous year, suggesting a preference for staying home [1]. Those seeking international travel are increasingly looking south of the United States; Mexican cities reported a 12% surge in Canadian visitors over the last year [1]. The shift is also evident in trade goods; U.S. liquor imports into Canada collapsed from $63.1 billion in late 2024 to just over $9.5 billion in late 2025, a massive drop of approximately -84.945% [1]. Even as international travel from other nations like Australia returns to pre-pandemic levels, bookings to the U.S. remain sluggish, with Australian visits to the U.S. dropping 3.2% while their travel to Canada rose 4% [4].
Summary
The data paints a clear picture of a decoupling North American economy driven by political friction. With Canadian visits to the U.S. down by more than 25% overall and vital sectors like tourism and liquor exports facing steep declines, the cost of rising nationalism is becoming quantifiable [1][3]. As Canada strengthens economic bonds with nations like China and Mexico, the U.S. tourism and export sectors face the challenge of adapting to a market where their closest neighbor is increasingly looking elsewhere [1][4].