In light of economic challenges and rising travel costs, the American tourism sector is working to attract Canadian visitors again, after a noticeable decline in their numbers since the COVID-19 pandemic.

In 2023, the number of Canadians who traveled to the United States reached about 23.3 million visitors, down from the pre-pandemic peak of more than 26 million in 2019, according to data from the National Travel and Tourism Office.

American tourism officials believe that recovering these numbers requires focused marketing efforts, including campaigns targeting Canadian travelers with special messages through television and social media.

These efforts face challenges stemming from the weak Canadian dollar compared to its American counterpart, an increasing preference for other destinations within Canada or abroad, as well as concerns related to border procedures and sometimes political tensions.

Matt Johnson, the marketing director at the Maine Tourism Office, said, “Canadians have historically been one of our largest sources of visitors, and we are working hard to re-establish tourism ties with them.”

For their part, some Canadian travelers said they still prefer traveling to the United States, especially to destinations close to the border, while others indicated that high prices and insurance costs make them reconsider their options.

Amid attempts to attract and hesitation to return, the question remains open: Will American tourism succeed in regaining the trust of Canadian visitors as it once did?