Highlights of our study on Canadians’ and Americans’ summer travel include…

  • Two in five Canadians (42%) travelled for leisure this summer, in line with those who had planned to do so.
  • Most Canadians stayed close to home. Over half (52%) travelled within their own province, far higher than the 37% who had planned to. While fewer than expected travelled to another province, more than a third (34%) still did so, making it the second most common destination.
  • Canadians continue to turn their backs on U.S. Travel due to the tariffs. Only 13% of Canadians visited the U.S. this summer, in line with intentions (11%) and reinforcing the broader pullback from U.S. travel (25% planned to travel to the U.S. during summer 2024). In addition, more than a quarter (27%) changed their plans to the U.S. this summer – cancelling, postponing, or choosing another destination due to tariff announcements and the political climate – while fewer than one in ten (8%) followed through as originally intended.
  • Americans show an even stronger preference for domestic travel. Just under two in five (38%) took a leisure trip this summer, slightly below that of Canadians (42%). Nearly nine in ten American travellers (89%) chose destinations within the U.S..
  • Canada remains a niche destination for Americans. Only 5% of U.S. leisure travellers – fewer than 2% of all Americans – visited Canada. However, more than a third (35%) of Americans say they are open to a future trip to Canada.
  • Politics matters less for American travellers. When Americans adjusted their plans, the main reasons were the cost of travel (45%), personal circumstances (35%), and weather concerns (23%). Fewer than one in ten (8%) cited U.S.–Canada tensions, and just over one in ten (13%) pointed to the broader political climate.

Key Recommendations for Canadian Tourism Operators

  • Promote Close-to-Home Travel: With many Canadians travelling within their own province, tourism operators should design more short, bundled getaway offerings emphasizing convenience, affordability, and flexibility. Marketing should highlight the ease and value of nearby travel with messages like “explore your backyard” or “discover hidden gems close to home.”
  • Build on Trust and Pride: Position Canada as the safe, welcoming alternative to U.S. travel. Use emotional storytelling that celebrates Canadian landscapes and culture, reinforcing a “Canada welcomes you” message to spark pride and loyalty to domestic travel.
  • Reframe Canada as the Winter Escape: With Canadians reluctant to travel to the U.S., tourism organizations can reframe Canada as a winter escape by promoting seasonal alternatives. Campaigns could highlight coastal retreats, the Rockies adventures, the Prairies wide open beauty, Atlantic escapes, and Quebec’s winter resorts as compelling substitutes for sun-seekers, encouraging travel spending to stay local.
  • Seize the Opportunity to Attract American Visitors: With many Americans open to visiting Canada, tourism organizations should target this audience directly. Highlight Canada’s safety, accessibility, and diverse experiences. Focus on receptive groups such as travellers under 35 and those in nearby border states to capture new demand.

Key Recommendations for U.S. Tourism Operators

  • Strengthen Domestic Travel Loyalty: Operators should continue to encourage and develop domestic offers that highlight regional diversity, hidden gems, and affordability. At the same time, they should address key barriers, like cost and scheduling conflicts, by offering flexible booking options and emphasizing reliability, making domestic trips both attractive and practical.
  • Counter the Political Climate Driving Canadians Away: S. Tourism operators should stress that Canadians are genuinely welcome, highlighting hospitality, local connections, and community warmth to reinforce that “the politics don’t reflect the people.”

Methodology

This online survey was conducted among 1,621 Canadian residents aged 18 or older and among 1,015 American residents aged 18 or older from August 29 to 31, 2025. Respondents were randomly recruited through LEO’s online panel. A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison, a probability sample of this size would have a margin of error of ±2.43% for Canadians and ±3.09% for Americans, 19 times out of 20.