by Jen Mallia
Last updated: 11:50 AM ET, Thu February 12, 2026
Mickey and friends may hold a special place in the hearts of Canadian families, but increasingly it seems they are choosing to find their Disney magic outside of the U.S. While Disney CFO Hugh Johnston didn’t speak directly to the issue during the latest earnings call, citing “less visibility into international bookings,” he did state the company is shifting marketing and sales efforts to U.S. domestic travellers.
A shift away from international marketing seems to indicate Disney is acknowledging that visitors from other countries are avoiding the U.S., so is choosing not to spend energy and dollars to battle traveller preferences.
Despite robust travel numbers elsewhere in the world, visits to the U.S. have dropped, particularly when it comes to visitors from Canada. The latest data from Statistics Canada show the yearlong trend of Canadians travelling anywhere but across the shared border continued into January. Last month, the number of Canadians returning home from visits to the U.S. was 24.3 percent less than it was in January 2025, while the number of Canadians returning home from other countries rose by 11.1 percent.
Canadian airlines are cutting U.S. routes in response to the softened demand on those flights.
Christine Fiorelli, owner of Canadian travel agency Fairytale Dreams & Destinations, told Reuters that she’s seen a 30 percent shift in clients who normally book a U.S. Disney vacation now opting to go to international Disney sites, such as Disneyland Paris.
"Many travelers are still eager for that magical Disney experience but prefer to avoid supporting U.S.-based parks at this time," said Fiorelli, “It still holds a place in their heart, but not now."
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