A new Leger poll should throw a serious scare into the U.S. travel and tourism industry.
The poll finds that nearly half of Canadians (48%) say they’re less likely to visit the U.S. this year versus in 2024. That’s nearly double the 29% of Canadians who said the same thing in a Narrative poll taken in mid-January.
Perhaps more troubling for those who rely on Canadian visitors is that Leger found that 57% of Canadians with a household income of $100,000 or more are less likely to visit the States this year. The figure was 49% for those in the $60,000-$100,000 income range, and 37% for those with household incomes of less than $60,000.
The U.S. Travel Association earlier this month said 20.4 million Canadians visited the States in 2024, generating USD$20.5 billion in spending and supporting 140,000 American jobs.
The association warned that even a 10% reduction in Canadian travel could mean 2.million fewer visits, $2.1 billion in lost spending, and the loss of 14,000 jobs.
Time will tell, but the newest poll numbers suggest the impact could be far, far greater than a 10% loss in visits.
Statistics Canada figures released this week show there hasn’t been a huge drop in Canadian visits so far. Canadian air visits to the States were down 2.8% in January of 2025, compared to last year.
Canadians have reacted strongly to U.S. President Donald Trump’s threats of potential tariffs on Canadian products imported to the U.S., including 25% tariffs on steel and aluminum.
BOOM FOR CANADIAN AND INTERNATIONAL TRAVEL?
Prime Minister Justin Trudeau has appealed to Canadians to perhaps stay home this year and spend their tourism dollars in Canada. His words appear to have been taken to heart, as the Leger Poll said 61% of those less likely to visit the U.S. this year plan to explore Canada instead. Almost one-third (30%) said they’ll travel within their home province, while 31% will visit another province within Canada. One-third (33%) are planning to travel outside North America, and 6% plan to skip travel altogether.
Manitoba/Saskatchewan residents are the most likely to travel within Canada instead (75%), while those from British Columbia and Quebec are more likely to travel to a country outside North America.
The Leger poll finds that Ontario residents (52%) are the ones most likely to avoid travel to the U.S., while residents of Quebec (41%) and Atlantic Canada (42%) are the least likely to change their plans.
Older Canadians (55+) are the most likely to cut back on U.S. travel (52% vs. 46% among 35-54 and 41% among 18-34).
