by Natasha Lair
Last updated: 12:25 PM ET, Fri October 3, 2025
A new study by Leger shows that most Canadians and Americans opted for domestic leisure travel this summer.
From August 29 to 31, 2025, Leger surveyed Canadians and Americans on their travel habits. The findings reveal that two in five Canadians (42%) travelled for leisure this summer, closely matching the number who had planned to do so.
More than half (52%) stayed within their own province—well above the 37% who had originally intended to. Travel to other provinces was the second most common choice, with more than a third (34%) making interprovincial trips.
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By contrast, Canadian visits to the United States remained low.
Only 13% of Canadians crossed the border, in line with intentions (11%) and far below the 25% who had planned U.S. travel in summer 2024.
The study noted that “more than a quarter (27%) changed their plans to the U.S. this summer – cancelling, postponing, or choosing another destination due to tariff announcements and the political climate – while fewer than one in ten (8%) followed through as originally intended.”
For Americans, domestic destinations dominated even more strongly. Just under two in five (38%) Americans took a leisure trip this summer, slightly below the Canadian rate. Of those who travelled, nearly nine in ten (89%) stayed within the U.S.
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Canada attracted few U.S. visitors. “Only 5% of U.S. leisure travellers – fewer than 2% of all Americans – visited Canada. However, more than a third (35%) of Americans say they are open to a future trip to Canada,” the study found.
When it came to changes in plans, the reasons diverged.
Canadian decisions were influenced by tariffs and politics, while Americans cited practical concerns. “When Americans adjusted their plans, the main reasons were the cost of travel (45%), personal circumstances (35%), and weather concerns (23%). Fewer than one in ten (8%) cited U.S.–Canada tensions, and just over one in ten (13%) pointed to the broader political climate,” Leger reported.
The online survey was conducted among 1,621 Canadian residents and 1,015 American residents aged 18 or older. Respondents were recruited through LEO’s online panel.
Recommendations for Canadian Tourism Operators
- Promote Close-to-Home Travel: With many Canadians travelling within their own province, tourism operators should design more short, bundled getaway offerings emphasizing convenience, affordability, and flexibility. Marketing should highlight the ease and value of nearby travel with messages like “explore your backyard” or “discover hidden gems close to home.”
- Build on Trust and Pride: Position Canada as the safe, welcoming alternative to U.S. travel. Use emotional storytelling that celebrates Canadian landscapes and culture, reinforcing a “Canada welcomes you” message to spark pride and loyalty to domestic travel.
- Reframe Canada as the Winter Escape: With Canadians reluctant to travel to the U.S., tourism organizations can reframe Canada as a winter escape by promoting seasonal alternatives. Campaigns could highlight coastal retreats, the Rockies adventures, the Prairies wide open beauty, Atlantic escapes, and Quebec’s winter resorts as compelling substitutes for sun-seekers, encouraging travel spending to stay local.
- Seize the Opportunity to Attract American Visitors: With many Americans open to visiting Canada, tourism organizations should target this audience directly. Highlight Canada’s safety, accessibility, and diverse experiences. Focus on receptive groups such as travellers under 35 and those in nearby border states to capture new demand.
Full report here.
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