Travel associations on both sides of the border are banding together to tackle unprecedented challenges facing the industy in 2025 -- starting with the ongoing tariff war between the U.S. and Canada. The newly formed Beyond Borders Tourism Coalition (BBTC) brings together the United States Tour Operators Association and the Canadian Association of Tour Operators as well as the Adventure Travel Trade Association, American Bus Association, Indigenous Tourism Association of Canada, International Inbound Travel Association, National Tour Association and Student & Youth Travel Association.
"The travel industry’s interconnected nature demands unified voice and action to tackle shared challenges arising from the current unprecedented situation," the newly formed BBTC said in a statement. "Speaking with one voice amplifies our influence, ensuring we are not ignored."
The coalition is raising alarm bells over the fallout of a trade war it says is creating a climate of instability that threatens the travel industry. It notes that foreign tourist spending in the U.S. is predicted to fall by 11% in 2025, with a staggering $18 billion loss of revenue. Canada is also bracing for a decrease in U.S. tourists, who contribute about $13 billion to the Canadian economy annually.
"These challenges threaten not only the financial health of countless businesses but also the livelihoods of millions of workers who rely on a thriving tourism industry," the coalition said. It argues for streamlined visa processes and enhanced cross-border collaboration.
"Tourism has the power to bridge borders, drive economic growth, link people together and champion environmental stewardship. By embracing collaboration and innovation, we must build a resilient future that benefits travelers and global communities. As a coalition of Canadian and U.S.-based associations, we stand together and united during this time."
