Tourism operators across the United States are launching special promotions and discounts in a bid to win back Canadian visitors, as the number of Canadians traveling south of the border has plummeted in recent months. The decline is widely attributed to political tensions stemming from President Donald Trump’s trade policies and rhetoric, which many Canadians say has made them feel unwelcome.
At Bluff Point Golf Resort in Plattsburgh, New York—just 100 kilometers south of Montreal—manager Paul Dame reports a 30% drop in revenue compared to last year, with Canadian golfers, who typically make up half his clientele, staying away. “They feel targeted, and honestly, I can’t really fault them for that,” Dame told CBC News. In an effort to show appreciation, he’s offering Canadians free practice buckets and souvenir golf balls featuring Canadian icons.
This local effort is part of a broader push. The Adirondack region’s chamber of commerce has launched a TV ad campaign in Ottawa and Quebec and is preparing a website listing exclusive discounts for Canadians, including 20% off at select hotels and free day rentals at local bike shops. “We recognize that feelings have been hurt, but we want you to know Plattsburgh and the Adirondack region value your presence,” said Kristy Kennedy, the chamber’s vice-president.
The stakes are high: Canadians have historically been the largest group of international tourists to the U.S., spending $20.5 billion in 2014 alone. Since Trump’s inauguration, however, Canadian visits by air have dropped nearly 20%, and land crossings are down by over 35%.
Some Canadians remain unmoved by the discounts, citing concerns over U.S. policies on trade and social issues. “Because of Trump, I’m not planning to visit the States,” said Toronto resident Laura Livlik. Others, like Maggie Hill, say attractive deals could sway them, especially with the Canadian dollar currently weak against the U.S. dollar.
Tourism boards in states like California have also joined the effort, offering discounts at over 1,000 hotels and attractions, while Seattle businesses recently ran a “Open Arms for Canada” campaign, providing 30% discounts during a major baseball series and seeing over 1,000 redemptions in just three days.
Despite these efforts, many in the industry acknowledge that discounts alone may not be enough to repair strained cross-border relations. “If a friend insults you, you don’t just offer them $10 and expect everything to go back to normal,” said Dame. Still, U.S. tourism operators hope that these gestures will help rebuild goodwill and encourage Canadians to return.
