The Strong National Museum of Play Joins The Met, The Smithsonian, The Museum of Fine Arts Boston and Others across US Face Crisis, as Canadian Visitor Numbers Decline!

Published on December 24, 2025

The Strong National Museum of Play, along with The Met, The Smithsonian, The Museum of Fine Arts Boston, and other iconic U.S. museums, is facing a major crisis as Canadian visitor numbers drop sharply. This decline has sent shockwaves through the museum sector, which heavily relied on Canadian tourism. The Met, The Smithsonian, and The Museum of Fine Arts Boston—cultural landmarks known for attracting millions of international visitors—are feeling the impact of this change. The decline in Canadian visitors is largely attributed to ongoing political tensions, economic challenges, and rising travel costs.

Museums across the U.S. are now scrambling to adjust to this new reality, with attendance figures plummeting. As Canadian tourism falters, museums are being forced to rethink their strategies, diversifying their target audiences to maintain their relevance in the face of shifting travel patterns.

In this article, we explore why Canadian visitors are no longer flocking to U.S. museums like they once did, how this has impacted attendance figures, and what steps institutions are taking to survive the downturn. This is a story about the shifting landscape of cross-border tourism and the ripple effect on one of America’s most beloved sectors — its museums.

The Role of Canadian Visitors in U.S. Museums

Before 2025, Canadians were a key demographic for U.S. museums, especially those near the border or in major cities like New York, Boston, and Chicago. For example, The Strong National Museum of Play in Rochester, New York, once counted Canadians as a significant portion of its visitor base. Around 1 in 10 visitors came from Canada, making them a vital part of the museum’s attendance numbers.

Canadian visitors were attracted by the rich culture, history, and exhibits that U.S. museums offer. They were also part of the cross-border tourism boom where Canadians regularly travelled to nearby U.S. destinations for short holidays. This flow of tourists helped museums in border states to maintain steady footfall, especially in the colder months when domestic tourists were less likely to travel.

However, recent trends show a dramatic change in this flow of visitors, raising questions about the future of museums that relied heavily on international tourism, particularly from Canada.

Why Are Canadian Visitors Declining?

So, what’s behind the sudden drop in Canadian visitors to U.S. museums? A variety of factors are at play, with political tensions and economic changes playing significant roles.

The Trump Effect: Political Tensions and Tariffs

The sharp decline in Canadian visits to the United States can be partly attributed to the political climate under former President Donald Trump. His administration’s on-and-off tariffs on Canadian goods, anti-Canadian rhetoric, and even talk of making Canada the “51st state” led to a souring of relations between the two countries.

Many Canadians felt disrespected by these comments and policies, and some began to avoid travelling to the U.S. as a form of protest. The boycott movement gained traction, with Canadians opting to visit other countries or explore local attractions rather than make the journey south.

This political shift had a direct impact on U.S. cultural institutions that relied on Canadian tourism. The Strong National Museum of Play, for example, saw an immediate drop in attendance from its Canadian audience. It was a wake-up call for the museum sector — one that underscored how vulnerable they were to the ebb and flow of political sentiment.

Economic Factors and Travel Costs

In addition to political tensions, there are economic factors that have made travel to the U.S. more difficult for Canadians. Currency fluctuations, higher travel costs, and inflation have made cross-border trips more expensive for Canadian families. Many Canadians, particularly in the wake of the pandemic, have been more selective about how and where they spend their money. Instead of traveling to U.S. cities for a museum visit, many have opted for closer, more affordable domestic or international destinations.

With the cost of travel increasing, Canada’s economic recovery after the pandemic has also been slower than expected, leaving fewer Canadians with the financial flexibility to make cross-border trips. As a result, museums in the U.S. are feeling the pain from fewer Canadians walking through their doors.

The Strong National Museum of Play: A Case Study in Decline

The Strong National Museum of Play in Rochester, New York, provides a detailed case study of how the decline in Canadian tourism has impacted U.S. cultural institutions.

In 2025, the museum reported a projected decline of 30,000 fewer Canadian visits compared to the previous year. This drop was a blow to the museum’s attendance goals, which had been set with the expectation of steady growth. The museum had originally targeted a million visitors by 2026 but is now adjusting its expectations for the coming years.

Sara Poe, the senior vice president for marketing and guest experiences at the museum, explained that the vast majority of this decline was from Canadian visitors. At one point, Canadian tourists made up around 10% of the museum’s visitors; now, that figure is just 1 in 17.

As Poe puts it, “The trajectory that we had moving forward into 2024, and then what we had hoped to continue in 2025, is just completely gone.” The museum, like many others, has had to adjust its budget and marketing strategies to account for the loss of international visitors, particularly from Canada.

The impact of these declines is not just financial; it also changes the very fabric of the museum’s visitor base. Museums like The Strong National Museum of Play are now looking for ways to attract domestic visitors — particularly families and school groups — as well as older adults who can find nostalgia in the museum’s interactive exhibits.

Impact on Other Major U.S. Museums

The trend seen at The Strong National Museum of Play is not isolated. Other major U.S. museums, particularly those in cities close to the Canadian border, are likely experiencing similar declines in Canadian visitors.

For example:

• The Metropolitan Museum of Art in New York: While the Met remains one of the most visited museums in the world, any reduction in international travel, particularly from Canada, will impact attendance. A loss of Canadian visitors means fewer tourists visiting cultural landmarks like the Met, which relies heavily on international tourism for its attendance numbers.
• The Field Museum in Chicago: Similarly, museums in the Midwest that cater to international visitors, including many from Canada, are likely seeing slower attendance growth. The Field Museum, like The Strong, has noticed a dip in international traffic, likely influenced by reduced cross-border travel.
• The Museum of Fine Arts in Boston: Boston, a popular destination for Canadian tourists, has also been impacted by the declining number of Canadian visitors. In 2025, museums in Boston reported 11% fewer international visitors, a trend that directly affects museums reliant on foreign tourism.

Although precise nationality breakdowns for museums are not typically available, it is clear that the broader international visitor decline has significant knock-on effects for museums that thrive on foreign tourism.

The Future of Museums: Adapt or Perish

Given these challenges, museums in the U.S. are reimagining their strategies for the future. Many are looking at ways to adapt to domestic tourism, creating new programming aimed at local residents or regional travellers.

The Strong National Museum of Play, for example, is placing more emphasis on older children and adults. The museum has bolstered its offerings for seniors, including hosting speaker series and interactive exhibits that cater to a more mature audience. There is also a push to market the museum as a destination for business retreats and team-building events.

The broader museum sector is also focusing more on digital engagement. Some institutions are enhancing their online presence and offering virtual tours to reach global audiences who may not be able to travel to the U.S. due to the current economic and political climate.

As Sara Poe of The Strong National Museum of Play says, the word for 2026 is “nostalgia.” Museums across the U.S. will be looking to attract older generations who have fond memories of childhood toys, video games, and cultural experiences that they can now experience in a museum setting. By tapping into this emotional connection, museums hope to recover some of the ground lost due to the decline in Canadian visitation.

The Road Ahead for U.S. Museums

The decline in Canadian visitors is a wake-up call for U.S. museums that have relied heavily on international tourism. As political tensions, economic uncertainty, and shifting travel habits continue to shape the tourism landscape, museums will need to adapt quickly to survive.

While the loss of Canadian visitors has undoubtedly hurt attendance numbers, museums have the flexibility to adapt, innovate, and engage new audiences. By focusing on domestic tourism, nostalgia, and diverse programming, museums can ensure they remain relevant and continue to thrive in an ever-changing world.

The future may look different for U.S. museums, but one thing is clear: the sector will continue to evolve and adapt to new challenges, ensuring that future generations can still enjoy the rich cultural experiences these museums offer.

Source: WXXI News