“The time to act is now”: CATO urges travel industry to speak out against Trump-imposed tariffs

Responding to U.S. President Donald Trump’s recent levies on Canada, the Canadian Association of Tour Operators (CATO) proclaimed Tuesday (March 4) that the “tariff war is on,” telling tourism professionals, businesses, and associations that the “time to act is now.”

“The tariffs imposed by the Trump administration have already caused significant damage, not just in the tourism industry, but across every economic sector,” CATO wrote in a news release. “As for the vital tourism sectors of both the United States and Canada, the costs are being felt across the industry, from hotels and restaurants to travel agencies, tour operators, and transportation services. Thousands of jobs are at risk, and without swift and decisive action, the consequences will only worsen. We cannot afford to stay silent.”

CATO points out that for hundreds of years, the U.S. and Canada have shared a deeply rooted economic and cultural partnership, built on trade, mutual respect, and shared values.

It says tourism alone supports millions of jobs and generates billions of dollars in revenue for both nations.

READ MORE: Trump's 25% tariffs spark recession fears; travel industry pivots to limit impact

“From cross-border travel to tourism-driven industries, our economies are intertwined in a way that is critical to the livelihoods of so many individuals and families,” CATO writes.

The association goes on to say that Trump’s tariffs “threaten not only the jobs of workers on both sides of the border but also the very fabric of the relationship that has stood the test of time.”

“The ripple effect of these trade barriers is already disrupting the flow of tourists, leading to fewer cross-border visits, lost revenue, and a decline in the economic vitality of tourism-related sectors,” CATO said. “It’s time for us to make our voices heard, and louder.”

“The time to act is now”

CATO is calling on the industry to stand up against Trump’s “damaging tariffs” by publicizing the impact they will have on tourism, educating consumers and colleagues; using social media and industry forums to speak out (“Whether you are a business owner, a worker, or a consumer, your voice matters,” CATO said); joining forces with associations and advocacy groups that are working to reverse the tariffs; engaging with policymakers to express concerns; and supporting tourism-friendly policies.

READ MORE: As Canadians rethink U.S. travel, industry pros pivot to mitigate potential losses

“Remind lawmakers that tourism is not a luxury – it is a critical economic engine that creates jobs and drives prosperity for millions of people,” CATO said.

“The U.S.-Canada tourism industry represents more than just a trade relationship – it represents a deep friendship and partnership that has existed for hundreds of years. The time to act is now. The damage is real, but it’s not too late to turn the tide. Together, we can make a difference. Let’s preserve the bonds of friendship and ensure that the tourism industry continues to thrive on both sides of the border.”

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