LAS VEGAS – For a short stretch this summer, colorful signs along the highway connecting Toronto to New York aimed to welcome Canadian drivers with the message, “Buffalo loves Canada.”
This marketing initiative, which included a $500 gift card giveaway, was designed to convey that Buffalo deeply appreciated its northern neighbors, who were missed during this period.
Patrick Curry, the CEO of Buffalo Niagara Visits, was optimistic about the campaign. Over 1,000 people participated in the giveaway, but by the end of July, it became evident that a steady influx of Canadian tourists was unlikely this year.
This struggle for Buffalo mirrors a larger decline in international tourism to the U.S., which analysts say could pose challenges for future recovery. Not only Buffalo but also major destinations like Las Vegas and Los Angeles reported fewer foreign visitors this summer.
Some experts believe this trend began earlier this year, coinciding with President Trump’s return to office. His policies, including tariffs, strict immigration measures, and controversial comments about attracting tourists from Canada and Greenland, may have fostered a sense of alienation among international visitors.
“It’s disheartening to see such a drop in traffic, particularly when it’s influenced by rhetoric that could change,” Color mentioned.
The Future Looks Dim for International Travelers
The World Travel & Tourism Council indicated that if current trends hold, the U.S. is projected to be one of the few countries where foreign visitor spending decreases by 2025. This decline in spending shows that America’s global allure may be slipping.
“The world’s largest travel economy seems to be heading in the wrong direction,” remarked Julia Simpson, the Council’s president and CEO. “While other nations are welcoming visitors, the U.S. appears to be closing its doors.”
Tourism Economics, a research firm, predicted a decline of 8.2% in international arrivals to the U.S. in 2025, an improvement over the initial estimate of 9.4%. However, this figure still falls significantly short of the pre-pandemic levels.
“The emotional impact is significant,” the firm noted, pointing to airline booking trends that suggest a substantial slowdown in inbound travel during the summer months could continue for some time.
Deborah Friedland, managing director of Eisner Advisory Group, mentioned that the U.S. travel industry is facing several obstacles, including geopolitical tensions.
Since taking office, Trump has reinstated some harsh policies from his first term that primarily target African and Middle Eastern nations, making visa approvals more stringent while also intensifying immigration measures. His promotion of tariffs on foreign goods has further contributed to an unwelcoming atmosphere for potential travelers.
“Perception drives reality,” Friedland emphasized.
Decline in Visitors from Western Europe, Asia, and Africa
International dance event organizers reported that negative sentiment towards American policies led them to cancel an upcoming event in New York City’s Harlem district.
Following Trump’s second inauguration, international competitors opted out of the International Lindy Hop Championship finals, feeling unwelcome, according to co-producer Tena Morales. Typically, about half of the participants come from abroad, mostly from Canada and France.
“The atmosphere hasn’t changed, and we keep hearing the same concerns. Dancers don’t want to come here,” she added.
Even Washington, D.C., which has seen increased National Guard presence recently, is experiencing the fallout.
Local officials have predicted a 5.1% drop in international visitors this year. The marketing group Destination DC stated it plans to counter negative perceptions about the city by showcasing its “personal aspects” through a new campaign.
U.S. government data confirms an overall drop in international arrivals in the first seven months of the year. Compared to last year, the number of overseas visitors, excluding those from Mexico, decreased by over 3 million, reflecting a decline exceeding 1.6%.
Western Europe saw a drop of 2.3%, while arrivals from Denmark, Germany, and France fell by 10%, 6.6%, and 2.3%, respectively. A similar downturn was seen in Asia, where U.S. data indicated significant declines from places like Hong Kong, Indonesia, and the Philippines.
Conversely, visitors from some South American countries, including Brazil, Argentina, Italy, and Japan, actually increased.
Filling the Gap Left by Canadian Tourists
Despite the general decline, not every U.S. destination reported a downturn this summer.
In the Door Peninsula of eastern Wisconsin, a steady influx of Midwestern visitors helped local businesses flourish. Many business owners noted a rise in foot traffic, turning a once-quiet season into a bustling summer, according to Jarosh.
Major U.S. airlines reported strong domestic bookings, indicating a recovery in demand for flights after a lackluster first half of 2025. The Federal Aviation Administration anticipates that this will be the busiest Labor Day weekend in 15 years, with bookings up about 2% compared to 2024, as noted by aviation analysts.
However, the absence of foreign tourists, particularly from Canada, is still noticeable. According to Colour from Buffalo Niagara, “It’s quite apparent.” Statistically, Canada was the top source of inbound tourists to the U.S. last year, but this year, Canadians are noticeably less inclined to visit.
Statistics Canada reported a significant reversal: more U.S. residents traveled to Canada than the other way around in June and July. This pattern hadn’t occurred in nearly 20 years, except for a couple of months during the pandemic.
Specifically, in July, Canadian car trips to the U.S. fell by 37%, while air travel dropped by 26%. In response, Visit Buffalo Niagara has redirected its marketing efforts toward cities like Boston, Philadelphia, and Chicago. Local youth sports events have also played a role in compensating for lost Canadian tourism.
“We wholeheartedly welcome Canadians. We don’t want them to feel like they’re just a number or a cash transaction to us. They are truly valuable to our community,” Color emphasized.
