Despite steep drop in numbers, millions of Canadians are still travelling south of the border
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Florida has been hit by the decline in Canadian tourism to the U.S., losing approximately 500,000 Canadian visitors in 2025.
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But a look at the broader data suggests a more positive picture for the state’s tourism.
Florida welcomed a total of 143.3 million visitors in 2025, according to Visit Florida data, representing a 0.2 per cent increase from 2024, while overseas visitation was up 4 per cent (though numbers remain below pre-pandemic levels).
Canadians accounted for 2.9 million visitors recorded in 2025 — down 14.7 per cent from the previous year but still a substantial number, making Canada the state’s leading international source of visitors.
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On April 16, Visit Florida hosted an event at Toronto’s The Real Sports Bar to promote travel to the state and showcase its commitment to the Canadian market.
In an email to National Post, Visit Florida CEO Bryan Griffin reaffirmed the sentiment, saying: “Our strategy, investment, and focus on Canada has not changed. Canada has long been Florida’s number one international market, and we’ve built strong relationships with Canadian media and the travel trade industry.”
Griffin added that, while visitation in 2025 was lower year over year, Florida’s share of Canadian travel to the U.S. actually increased, reaching 19.8% market share, up from 16.8% in 2024, indicating that Florida outperformed the broader U.S. in attracting Canadian visitors.
And Florida isn’t alone in its effort to turn up the charm on Canadian travellers. Following a slump in Canadian travel to the U.S., tourism boards from south of the border are stepping up efforts to win visitors back.
In March, Travel Nevada held three promotional events across Canada, in Toronto, Montreal and Calgary, to encourage tourism to the state and express gratitude to the Canadian market.
It comes after Las Vegas, Nevada’s most populous city, recorded a 7.5 per cent decline in visitors in 2025 from the previous year, with Canadian visits declining by approximately 24 per cent, according to the Las Vegas Convention and Visitors Authority (LVCVA).
Still, Canada remains Las Vegas’s largest international source market, with 1.2 million Canadian visitors in 2025 — roughly a quarter of all international arrivals.
Now, the LVCVA is considering a a $6 million, five-year marketing agreement aimed at boosting Canadian travel to the city, reports Travel Market Report.
Elsewhere, California launched a $5.2 million tourism campaign aimed at welcoming Canadians to the state in April 2025.
Governor Gavin Newsom urged Canadians to visit in a video, saying: “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans.”
The city of Palm Springs displayed 40 red banners featuring the Canadian flag shaped as a heart, in an effort to make it clear that the resort destination stands with Canada amid tensions with the U.S.
Despite these efforts, Visit California recently reported that visits from Canadians were down 18.6 per cent year-over-year in February 2026.
But, again, Canada remained the state’s leading international market, representing 89,295 visitors that month.
The broader trend reflects this sustained decline in Canadian travel to the U.S.
Overall visits fell 22 per cent in January 2026 compared to the year before, according to Statistics Canada, marking the 13th consecutive month of year-over-year decreases — even as Canadians increased travel to other international destinations by 10.6 per cent.
Airlines have responded by adjusting capacity, with Air Transat cancelling all U.S.-bound flights for the 2026 summer season and WestJet suspending 16 U.S. routes.
However, Porter Airlines is moving in the opposite direction, adding new routes to U.S. cities including Austin, Boston, Chicago and Nashville this summer.
And while Canadian travel to the U.S. is undeniably down, the market remains significant.
Millions of Canadians still travel south of the border each year, underscoring that the U.S. tourism market, while under pressure, remains far from disappearing.
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