Tourism Industry Calls for Urgent Cross-Border Reset Between Canada and US to Revive Declining Visitor Numbers

Published on December 30, 2025

A significant decline in cross-border tourism between Canada and the United States in 2025 has prompted the formation of a new coalition dedicated to revitalizing travel between the two countries. The Beyond Borders Tourism Coalition (BBTC), composed of major tourism associations from both nations, is calling for urgent policy changes to reverse the downward trend and restore a thriving, friendly tourism relationship.

Data from Statistics Canada reveals a staggering drop in the number of Canadians visiting the U.S. in 2025, with monthly figures showing a consistent decline compared to the previous year. Descriptions like “fell off a cliff” are not far from the truth as Canadians have been dissuaded from crossing the border due to various new travel restrictions, security measures, and added costs. These barriers have led many Canadians to reconsider their travel plans, opting to stay in Canada or travel internationally instead.

The BBTC, a collective of industry leaders, believes the current situation can be turned around. However, it will require concerted efforts from both governments to remove obstacles that have built up over the past few years and reinvigorate the Canada-U.S. tourism sector.

Cross-Border Tourism Decline: How New Border Measures Are Impacting Travel

Over the past few years, U.S. border policies have become increasingly stringent, leading to growing concerns in both the U.S. and Canadian tourism industries. According to members of the Beyond Borders Tourism Coalition, the rise of security measures, such as invasive social media screenings and the collection of personal data like photos to be stored for up to 75 years, has deterred many Canadians from crossing the border. Furthermore, passport complications, especially for individuals with non-traditional gender markers, have added unnecessary complexities to cross-border travel.

Many Canadians now feel that the hassle and potential for bureaucratic delays outweigh the benefits of visiting the U.S. Moreover, the introduction of additional fees, like per-person surcharges for U.S. national park entrances, has made the idea of visiting less appealing. These financial burdens, coupled with negative rhetoric and international tensions, have led to a sharp decline in visits.

BBTC’s Recommendations for a Cross-Border Reset: Promoting Growth and Rebuilding Relationships

The Beyond Borders Tourism Coalition is calling for a comprehensive reset in U.S.-Canada tourism policies to alleviate these barriers and foster better bilateral relations. Some of the coalition’s key recommendations include:

1. Eliminate Surprise Fees: The BBTC urges an end to the practice of implementing surprise fees, like the recently added national park surcharges, without adequate consultation and clear timelines. The coalition emphasizes that these unforeseen costs disrupt the plans of tour operators and undermine customer trust.
2. Reassess Travel Tariffs and Cross-Border Costs: The coalition calls for a reevaluation of travel-related tariffs and fees that hinder economic growth for small businesses and border communities. By eliminating these barriers, both countries could foster a more welcoming environment for travelers and create a stronger economic connection.
3. Promote Positive Messaging for Tourism: The BBTC is pushing for a shift in messaging from “tough talk” to a pro-tourism, pro-trade approach. Negative comments, including references to annexation and the idea that “foreigners must pay up,” send the wrong message to potential visitors. A more positive, inclusive tone could help rebuild trust and ease tensions.
4. Invest in Joint Marketing and Support for Local Communities: The coalition advocates for joint marketing efforts between Canada and the U.S. to promote cross-border tourism. They also recommend investment in recovery programs to support gateway communities, as well as Indigenous tourism initiatives that highlight the rich cultural heritage of both countries.

Shannon Stowell, president of the Adventure Travel Trade Association and a founding member of the BBTC, emphasized the urgency of this reset. She stated that every additional cost or negative message contributes to the growing perception that cross-border travel is becoming increasingly difficult. “Right now, that signal is: ‘Maybe don’t come, or maybe you won’t be welcome.’ We need to stop making it harder and more expensive for Canadians and Americans to visit each other,” Stowell said.

The Growing Need for Diplomatic and Policy Reforms to Encourage Cross-Border Travel

With the future of Canada-U.S. tourism in jeopardy, the coalition believes the time for policy changes is now. Tourism is an essential driver of the economy for both countries, and the current state of affairs risks further damaging relationships between neighbors who have long relied on one another for mutual tourism and trade benefits. The coalition’s call to action encourages both governments to recognize the tourism industry as a vital economic asset rather than a source of friction.

The impact of declining cross-border tourism extends beyond just major cities like Toronto and New York; it affects rural and Indigenous communities that depend on tourism for jobs and growth. Small businesses in border towns, which have seen a significant reduction in customers, are particularly vulnerable to these policy changes.

Looking Ahead: Can the U.S.-Canada Tourism Relationship Be Restored?

The Beyond Borders Tourism Coalition is hopeful that their efforts will lead to positive changes that allow both countries to embrace the full potential of their long-standing tourism relationship. By implementing the coalition’s recommendations, both Washington, D.C., and Ottawa can restore mutual trust and create an environment where tourism thrives once again.

As we look ahead to 2026, both Canadian and U.S. leaders have a unique opportunity to reset policies that have impacted millions of travelers. The goal is to make it easier, not harder, for citizens to cross the border and enjoy all the cultural, natural, and economic benefits that shared tourism can offer. By focusing on collaboration and investment in cross-border tourism, both countries can revitalize their relationship and ensure future generations continue to enjoy the mutual benefits of travel.

Conclusion: A Cross-Border Reset is Needed for the Future of U.S.-Canada Tourism

The Canada-U.S. tourism industry is at a crossroads, and the Beyond Borders Tourism Coalition has made it clear that change is necessary. With their proposed recommendations and the support of the tourism industry, the U.S. and Canada have an opportunity to restore what has long been one of the world’s most successful and dynamic tourism relationships. The future of cross-border tourism depends on the ability of both countries to act swiftly and sensibly to ease restrictions, reduce costs, and promote positive engagement. Only then can the tourism industry begin its path to recovery, ensuring that the shared border remains an asset for both nations.