Fewer Americans are visiting Canada. Ad campaigns assure them they're welcome here

Late last year, Dan Davis of Cleveland, Ohio, began planning a motorcycle trip with friends this summer that includes several days in Ontario. 

But those plans became a little uncertain after U.S. President Donald Trump took office in January and imposed tariffs on Canada, sparking a trade war. That, coupled with Trump's frequent threats to make Canada the 51st state, has sparked anger among many Canadians.

Davis noted that, in February, Canadians booed the U.S. national anthem at several NHL hockey games, and in March, the Canadian government ran a billboard campaign in a dozen U.S. states, including Ohio, declaring that Trump's "tariffs are a tax."

"Those things just made us wonder, 'Wow, are we going to be welcome in Canada?' " said Davis, adding that the licence plates on the group's motorcycles reveal they're from Ohio — a state Trump won in the 2024 election. 

"On a motorcycle, you're a little more vulnerable," he said. "All it takes is one person to say, 'You know what, I'm going to show these guys a lesson,' whether it's vandalizing a bike or … throwing a beer can at you."

Fewer U.S. tourists visiting Canada

Since Trump took office and Canada-U.S. relations have become strained, fewer Canadians are visiting the U.S., and fewer Americans are coming to Canada.

The number of trips Americans took to Canada by car declined 10.7 per cent in April and 8.4 per cent in May compared to the same time last year. Air travel declined 5.5 per cent in April and 0.3 per cent in May. 

Some tourism associations worry a number of Americans may be staying away because they fear a chilly reception, so they've launched ad campaigns which assure their neighbours they'll be warmly welcomed. 

It's a worthy cause considering what's at stake: The majority of Canada's tourists come from the U.S., and they spent $15.3 billion in the country last year. 

"It was really important for us to send the message to these visitors … that they are truly welcome, not to be scared to visit us," said Isabelle Charlebois, general director of Tourism Eastern Townships, a region in southeastern Quebec near the U.S. border. 

The group launched a TV ad in late May, running in New England and New York state. Set in the Eastern Townships, it shows a U.S. tourist whispering sheepishly to a hotel clerk that he's American. The clerk smiles knowingly, and gives the American a big, warm hug. "Come hug it out in the Eastern Townships," says the tagline. 

Charlebois says the ad campaign was partly inspired by the fact that local tourism operators were fielding numerous calls from concerned Americans.

"They were calling … asking if they should postpone their trip, or if they will be welcome in Quebec," she said. "This relationship we have with our neighbour is really important for us. That's why we sent this message, and I hope it works."

'Perception is reality'

In May, out of the 200 businesses surveyed by the Tourism Industry Association of Ontario, 32 per cent reported lower summer bookings by Americans compared to the same time last year. 

John Kinney, owner of Whirlpool Jet Boat Tours, says, so far this season, his location just outside Niagara Falls has seen 15 per cent fewer American customers compared to this time last year. 

"Unfortunately, perception is reality," said Kinney. "If it's perceived that there's political woes, people say, 'I hear Myrtle Beach is nice.' They just go to a completely different area."

To encourage Americans to heard north, Niagara Falls Tourism has launched a page on its website just for them. Along with listing attractions, it declares, "To our friends in the U.S.A. — we can't wait to welcome you!"

Back in Cleveland, Davis spotted a billboard last week on the highway and says he took it as a sign he's welcome in Canada. 

This time, instead of denouncing Trump's tariffs, the billboard invited Americans to visit Ontario and take advantage of the low Canadian dollar. 

Destination Ontario, the province's tourism organization, launched the campaign in several U.S. states last month.

"It's good to see that they are encouraging visitors," said Davis, who is now looking forward to his Ontario trip. "We all just need to come together as human beings on both sides of the border and embrace each other."

B.C. bear tour operators beckon Americans

Over on the West Coast, British Columbia businesses that specialize in bear viewing are also rolling out the welcome mat. 

More than a dozen took part in a video, posted on YouTube on May 30, which promises Americans "open arms" and "warm hospitality."

B.C.'s Commercial Bear Viewing Association, which put together the ad, says it will soon be launched as part of a social media campaign in select U.S. markets.

Marg Leehane, general manager of Great Bear Lodge in Port Hardy, B.C., shouted out, "You're always welcome," in the video. It's a message she hopes will resonate, as American bookings at her lodge are down by 28 per cent so far compared to this time last year.

"Americans always make up a good percentage of our visitors, and we're disappointed to not have them coming," she said. "I think they're worried the political message will get reflected on them. But of course, that's not how most Canadians feel."

Leehane says she's getting more Canadian bookings this year than usual, which helps offset the decline in American customers. Still, she worries that decline could have lasting repercussions. 

"We don't want to lose that pipeline of American visitors," she said. "They would have come back as repeat guests. So it's not just this year that we would lose out on those visitors, it's the future years."