States beg Canadians to return as Trump antagonizes America's neighbor
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Canadian and American flags in Niagara Falls, Canada on Feb. 4. Photo: Joe Raedle/Getty Images
Several states are rolling out new incentives to lure Canadians back to the U.S. after visits from America's northern neighbor fell by roughly 20% between January and October 2025.
The big picture: Canada leads all international visitors to the U.S. Those 20.4 million visits in 2024 generated about $20.5 billion in spending and supported 140,000 American jobs, according to U.S. Travel Association data.
- However, President Trump has strained that relationship by repeatedly threatening to make Canada the 51st state and imposing hefty tariffs on the country's goods.
- Most recently, Trump threatened to block the opening of the Gordie Howe International Bridge between Ontario and Michigan.
- Since April, Canadians staying in the U.S. longer than 30 days must also register with U.S. immigration authorities, upending the process for many snowbirds who spend the winters south of the border.
Driving the news: Florida — which saw a 15% decrease in Canadian visitors between the third quarter of 2024 and the same period of 2025 — is among the states trying to win back Canadian tourists.
- In September, Visit Florida partnered with Elite Sports Tours to pitch the Sunshine State as a premier destination for sports fans — highlighting NFL and MLB games, along with events like the Formula 1 Miami Grand Prix — with a specific eye toward Canadian travelers.
- Officials from Visit Florida and the Florida Restaurant and Lodging Association will also meet with their Canadian counterparts to discuss ways to reverse the decline.
California also stepped up its efforts encourage Canadian visitors, after the state saw an estimated 20% drop in Canadian tourism in 2025 compared with 2024.
- In April, California Gov. Gavin Newsom and Visit California launched the "California Loves Canada Campaign," working with Expedia to offer up to 25% off on more than 950 hotels, attractions and experiences for Canadian travelers.
Zoom in: Midwestern states are taking a different approach, leaning into leisurely travel and longer stays.
- North Dakota Tourism in January released new marketing materials to promote the state's travel businesses and amenities, framing the effort as a way to showcase why North Dakota is a "must-see" destination.
- The push comes after Canadian visitors spent an estimated $14.4 million less in the first six months of 2025 than during the same period a year earlier.
- Iowa's most recent "Give it Time" campaign positions the state as a destination — not just a place to pass through.
New Hampshire's Department of Business and Economic Affairs in August said tourism from Canada was down about 30% from years prior, though the state has not yet rolled out major efforts to attract Canadian visitors.
Go deeper: Social media inspection risks turning off international travelers to the U.S.
