Today, Point Roberts, Washington, sits in an eerie quiet. A sudden collapse of Canadian tourism took an immediate toll on area businesses, leaving them scrambling. Once bustling with cross-border tourists from Canada, the community is hemmed in by challenges that undercut its financial viability. Wayne Lyle, the president of the Point Roberts Chamber of Commerce, reported that the downturn in cross-border travel has profoundly impacted the region, which heavily relies on Canadian tourists for its livelihood.
According to the U.S. Travel Association, Canadians pumped more than $20 billion into the U.S. economy last year. This gigantic investment directly supported nearly 140,000 American jobs. New data published this week show the full extent of the dramatic shift in America’s travel habits. Air travel by Canadian residents to the United States fell nearly 20% in April 2024 compared to the same month in the previous year. Washington State’s northwest region—a region that includes the entire state as it extends northeast into Canada—has seen hotel bookings collapse by 6%. As the director of marketing for State of Washington Tourism, Michelle McKenzie illustrated this shocking decline.
The impact of reduced Canadian visitors is particularly evident in Point Roberts, where local restaurants report a staggering 50% decrease in business. “I don’t ever remember a summer where I wasn’t at the beach, hearing the French language and seeing Quebec license plates,” Kristy Kennedy, vice president of marketing and business development for the North Country Chamber of Commerce, lamented. Canadian travelers constituted 70% of the leisure travel market in some northern U.S. states. Their absence is acutely felt across all sectors.
In answer to these new struggles, local organizations are launching campaigns to bring Canadian tourists back across the border to their hometowns. On June 1, the campaign, spearheaded by the North Country Chamber of Commerce, was officially launched. This program welcomes all Canadians by providing discounted rates and extra benefits. According to Kristy Kennedy, this initiative is a collaborative effort by local businesses to welcome their Canadian counterparts. “Our partners were like, ‘Absolutely yes, let’s make it affordable for those who still want to come,’” she stated.
Vermont’s mountain biking economy—a big draw for active-travel tourists—has recently taken a hit as the new Canadian visitation has cratered. Abby Long, executive director of the Kingdom Trails Association, reported that the proportion of Canadian riders on their trails has halved since last spring. This cut has left many worried about the long-term existence of any business that depends on this group.
Different attractions are releasing limited offers to try to recapture the former enthusiasm of Canadian visitors. The Kennebunkport Resort Collection in Maine, meanwhile, has rolled out an “O Canada” discount of up to 15% for our friends from the north. Additionally, Maine Governor Janet Mills unveiled new signs reading “Bienvenue Canadiens” to extend a warm welcome to travelers from across the border.
In Vermont, Jay Peak Resort has rolled out “at-par” pricing for Canadian visitors. Now, instead, they can pay with Canadian dollars without any harmful exchange rates. This plan is to continue reducing financial burdens and to get more Canadians to visit their national park.
The steady loss of tourism is creating serious and lasting impacts for communities that depend on vibrant, accessible public lands. His representative from a border Community Steve Wright expressed his alarm. Most concerning to him is the long-term damage from the current low rates of visitation. “There will almost certainly be a reduction in workforce if we don’t get this turned around,” he warned.
The complexity of the situation has led many stakeholders to reflect honestly and critically. They understand how important Canadian tourists are to keeping their communities afloat. Wright stated, “About 50% of our traffic is Canadian, and 60% in the summer.” Pervasive, disheartening loss of visitor economy tourism serves as a call to action to double down on recruiting these essential travelers.
