Canadian cooldown: sentiment toward U.S. travel plummets amid political tensions

• Canadian impressions of the U.S. as a travel destination have dropped sharply since January.
• More Canadians recommend avoiding the US than recommend visiting.
• Only 13% of Canadians would consider visiting the US, down from 28%.
• US is top destination for only 6% of Canadians, down from 13%.
• Those still interested in visiting are more likely to be younger, suburban, and higher incomes.
• Interest is strongest in Ontario and weakest in Quebec and among older Canadians.

The President’s confrontational stance toward erstwhile allies may be hurting tourism from America’s northern neighbour. Amid escalating trade tensions and political rhetoric, data from YouGov DestinationIndex shows a sharp decline in Canadians’ impression of the US and their intentions to visit. However, Canadians who would still consider visiting the US in 2025 have a distinct profile that tourism marketers should be aware of.

Canadians are unhappy with America

Since January, public perception metrics show a striking shift in how Canadians view the U.S. as a travel destination. Three key indicators—Impression, Recommend, and Reputation—have all deteriorated since late 2024.

In early November, the net Impression score (which measures whether respondents have positive or negative impressions of a destination) hovered around 13, meaning more Canadians had a favorable view of the U.S. as a travel destination than not. By mid-February, that number had plummeted below zero, and by early April it had reached as low as -28.8.

The reputation metric followed a similar path, declining from a relatively stable position around 20 in November to -15.7 by mid-April. The recommend score, which tracks whether Canadians would suggest the U.S. to friends and family as a vacation spot, also fell into negative territory in February and continued declining, landing at -26.9 by April 21.

This sustained decline may be more than a temporary reaction to news headlines. It’s possible these metrics reflect a deeper erosion of goodwill, as Canadian travelers turn away from one of their most visited destinations.

Many Canadians will no longer consider visiting the U.S.

The decline in sentiment is translating directly into a reduction in intent to travel. The percentage of Canadians who say they would consider the U.S. for their next holiday saw a marked downturn beginning in late December 2024. At that point, Consideration stood near 28%, but it fell to just 12.7% by April 21, 2025.

The number of Canadians that say the US is their top travel destination has also followed a steep downward trajectory. From a high of over 16% in November, this figure dipped to under 6% by April. Both indicators suggest that Canada-to-U.S. tourism could face a substantial contraction in the months ahead, particularly as summer travel season approaches.

Who would still consider visiting the U.S.?

While national sentiment is on the decline, a distinct demographic continues to express interest in traveling to the U.S YouGov Profiles data from the 90 days leading up to April 20 reveals that those still considering the U.S. skew significantly from the general Canadian population.

Canadians who would still consider the U.S. are more likely to be married or in a common-law relationship, with 62.4% falling into this category compared to 44.2% of the general population. They are also more affluent, with 32% reporting incomes over twice the national median—double the rate of the average Canadian.

Parents of children under 18 are also overrepresented, as are residents of Ontario and people living in suburban areas. Age-wise, U.S. considerers tend to be younger, particularly between the ages of 25 and 44, while older Canadians (55+) are much more likely to shun the US. Notably, Quebecers are less likely than residents of other provinces to be among those still interested in visiting the U.S., suggesting regional differences in perception may also be playing a role.

What this means for the tourism industry

For destinations and travel operators in the United States, these figures represent a clear warning. As sentiment toward the U.S. declines, so too does the willingness of Canadians to visit—a market that historically comprises a significant share of inbound travel. While some segments remain receptive, their numbers are shrinking and increasingly concentrated among affluent, younger suburban families, particularly in Ontario.

If political tensions continue to rise and Canadian public sentiment continues its current trajectory, the U.S. tourism industry may need to redouble its efforts to reassure, reconnect with, and ultimately win back the trust of Canadian travelers.