by Natasha Lair
Last updated: 10:20 AM ET, Wed December 17, 2025
For much of 2025, Canadians’ reluctance to travel to the U.S. has shaped cross-border tourism, driven by political tensions, economic pressures, and cultural sentiment. But recent reporting and research suggest that some Canadians may be easing off, with early signs of indifference appearing.
“There are signs that Canadians' steadfast resolve to stay north of the border might be starting to flag,” CBC News reports. The broadcaster cited a report from Longwoods International, noting that while many Canadians still plan to avoid the U.S. for political reasons, “feelings of indifference are starting to tick up.”
That shift does not yet signal a full rebound in U.S.-bound Canadian travel, but does it suggest attitudes may be evolving?
From Politics to Practicalities
According to Longwoods International’s latest tracking study, 56% of Canadian travellers do not plan to visit the U.S. in the next 12 months, down from 61% in April, signaling a modest softening.
The proportion of Canadians postponing U.S. trips has declined from 29% in April to 22%, though more travellers are choosing to shorten trips (15% vs. 10% in April).
“The slight improvement in potential Canadian travel to the U.S. is encouraging,” said Amir Eylon, President and CEO of Longwoods International, though the U.S. Travel Association still predicts fewer Canadian arrivals will contribute to a drop in overall international visitation, from 72.4 million in 2024 to 67.9 million in 2025.
Reports suggest that the decision to travel south may now hinge less on politics than on practical considerations such as weather and cost.
Ski Destinations Feel the Pressure
Ski towns near the Canadian border are watching closely. “American ski towns bracing for a steep decline in Canadian tourism are still hoping they can coax their northern neighbours back this holiday season,” CBC reported.
Meanwhile, Canadian ski hills have been blanketed with early-season snowfall, driving strong domestic demand. SkiBig3, which sells lift tickets and vacation packages for Banff and Lake Louise, “has had 11 powder days since November and is seeing huge spikes in ticket sales from both local and international visitors.”
U.S. ski industry groups are preparing for potential shortfalls if Canadian travel remains muted. The National Ski Areas Association (NSAA) expects Canadian visitation could decline this season.
Consumer Behavior Reflects Travel Sentiment
Canadians’ cautious approach to U.S. travel mirrors broader consumer behavior. Earlier this year, American-produced wine, spirits, and beer were removed from shelves in response to trade tensions and tariffs. Some provinces have since sold off remaining U.S. stock for charitable causes, underscoring continued preference for local options.
While signs of indifference toward U.S. travel may be emerging, Canadians’ loyalty to domestic experiences remains strong, continuing to be shaped by politics, the weak dollar, and appealing local alternatives.
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