Slump in Canadian Ski Tourists Could Be Turned Around US Resorts Gear Up for Holiday Season

Published on December 17, 2025

The winter season is upon U.S. ski towns, and for many of these iconic resorts, it marks a turning point. After experiencing a sharp drop in Canadian visitors during 2025, U.S. ski towns are now looking to the upcoming holiday season to turn things around. The slump in Canadian travel has affected ski resorts across the country, leaving local businesses and tourism officials eager for a surge of visitors to kickstart the 2025-2026 ski season.

A Challenging Year for U.S. Ski Resorts: Decline in Canadian Visitors

U.S. ski towns have long relied on Canadian tourists to help fill their slopes, with many Canadian visitors making the trip to the U.S. to experience world-class ski resorts. However, 2025 brought a downturn in cross-border travel, with Canadian visitation to the U.S. seeing a sharp decline. According to data from Statistics Canada, both air and auto travel from Canada to the U.S. dropped significantly in 2025 compared to previous years, creating a notable dip in the number of Canadian visitors to ski destinations.

For ski towns along the U.S.-Canada border, such as those in Montana, Vermont, and New Hampshire, this slump was felt immediately. These towns traditionally see a strong influx of Canadian travelers during the winter months. Statistics Canada reported that the drop in travel was especially severe in the fall and early winter months, with a decrease of up to 28% in some regions.

Understanding the Decline: What’s Behind the Drop in Canadian Visitors?

The drop in Canadian tourism to U.S. ski towns can be attributed to several factors. Government data points to economic pressures such as inflation, exchange rate shifts, and rising travel costs as key contributors to this decline. Additionally, changing travel behaviors post-pandemic have led to more Canadians opting for domestic travel or closer-to-home destinations rather than making the long trek to the U.S.

The downturn is also linked to tighter border regulations and shifts in global travel trends. Travel.gc.ca and other Canadian government sources have confirmed that while many Canadians are still traveling abroad, the U.S. is not seeing the same volume of visitors as it did in pre-pandemic years.

The Impact on U.S. Ski Resorts and Local Economies

For ski resorts in the U.S., particularly those in states like Colorado, New York, and Utah, Canadian tourists represent a significant portion of the customer base. The U.S. Travel Association has acknowledged that the absence of Canadian visitors has had a measurable impact on both tourism revenue and the overall economy in ski towns. Ski-related businesses, from local shops and restaurants to equipment rental companies and hospitality services, are all feeling the pinch.

While Canadian tourists have traditionally been the largest foreign market for U.S. ski resorts, this decline has opened the door for some resorts to explore alternative markets, such as European and domestic visitors, but those efforts have yet to match the spending power of Canadian skiers.

Looking to the Holiday Season: A Ray of Hope

As the holidays approach, U.S. ski towns are holding out hope that the downturn is temporary. The holiday season has historically been a time of peak business for ski resorts, with a surge in both domestic and international visitors. While the 2025 slump has been tough on many businesses, local officials are optimistic that the winter holidays will bring a much-needed revival.

According to industry reports from the National Ski Areas Association (NSAA), the ski industry remains resilient. Ski resorts across the U.S. are offering a range of promotions and packages to attract skiers and snowboarders back to the slopes. Resorts are also capitalizing on the new and enhanced ski experiences they have introduced over the past few seasons, which include upgraded lifts, new terrain parks, and improved snowmaking capabilities.

What Resorts Are Doing to Regain Canadian Visitors

In an effort to win back Canadian skiers, some ski resorts have started offering targeted marketing campaigns aimed directly at Canadian travelers. This includes special offers such as discounted lift tickets, exclusive ski packages, and even collaborations with Canadian airlines to offer easier access to U.S. resorts.

While these efforts are in their early stages, the hope is that these initiatives, paired with an overall increase in international travel, will begin to reverse the negative trend. U.S. tourism officials are also working to streamline the entry process for Canadian travelers, making it as easy as possible for them to visit U.S. ski towns during the winter months.

What the Future Holds for Ski Towns

Looking ahead to 2026, many ski towns are cautiously optimistic. Early projections indicate a potential uptick in cross-border travel, driven by various factors, including a more favorable exchange rate and the lifting of any lingering pandemic restrictions. The rise of the holiday travel season, when families and groups gather for festive vacations, is also seen as a natural opportunity to recover lost ground.

Tourism professionals in the U.S. are hoping that the holiday season will provide the momentum needed to get the 2025-2026 ski season back on track. The strong cultural affinity between the U.S. and Canada, combined with the shared love for outdoor winter sports, provides an excellent foundation for future growth in cross-border tourism.

Final Thoughts: Can U.S. Ski Towns Bounce Back?

For U.S. ski towns, the path forward will require a delicate balance between attracting international travelers and reinforcing domestic tourism. While 2025 proved to be a challenging year, the hope is that the 2025-2026 winter season will mark a turning point. If U.S. ski resorts can regain the Canadian market share they lost, the ski tourism industry could see a robust recovery, bolstered by improved marketing, enhanced visitor experiences, and more favorable economic conditions.

With so much riding on the success of the holiday season, ski resorts, tourism boards, and local businesses are gearing up for what they hope will be a strong finish to the year. The ski season is just beginning, and there’s plenty of room for optimism as ski towns look forward to welcoming new and returning visitors to the slopes.