Jane Clementino’s advice as Canada-U.S. tensions escalate: stay close to clients

For travel advisors watching Canadian sentiment toward the United States, the story may be shifting once again.

After months of evidence suggesting Canadians were slowly warming to U.S. travel following a sharp pullback earlier this year, a fresh escalation in the Canada-U.S. trade dispute could test just how durable that recovery really is.

But Jane Clementino, senior vice president and general manager of TRAVELSAVERS Canada, says the bigger picture is more nuanced: Canadians haven't lost their appetite for travel.

Instead, political and economic uncertainty is making them more deliberate about where their vacation dollars go.

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“The U.S. market has been softer overall this year. That said, we’ve just started to see an uptick over the last two to three months,” Clementino told PAX in a statement Tuesday (Aug. 25).

That uptick has offered some optimism for a U.S. tourism industry that has seen Canadian visitation fall considerably since early 2025 amid deteriorating relations between the two countries.

But the latest chapter in the trade dispute could complicate that momentum.

On Saturday, the U.S. imposed a fresh round of 50 per cent tariffs on Canadian exports, affecting an estimated $28 billion worth of goods.

Prime Minister Mark Carney has since said Canada will respond with dollar-for-dollar retaliatory measures following Labour Day, raising the prospect of another prolonged period of economic and political friction between the neighbouring countries.

For Canada's travel industry, the question is whether those tensions will once again spill over into vacation decisions.

Recovery put to the test

Canadian travel to the United States has been a closely watched barometer of consumer sentiment since relations soured amid trade tensions and U.S. President Donald Trump's repeated comments about making Canada the “51st state.”

The impact on travel was significant, with many Canadians cancelling or reconsidering U.S. trips and choosing to spend their vacation dollars elsewhere.

More recently, however, Statistics Canada data has suggested that resistance may have been beginning to soften.

READ MORE: Canadian travel to U.S. rebounds in July, but remains well below 2024 levels

One of the first signs emerged in April, when Canadian residents returning from the U.S. increased 1.8 per cent year over year – the first increase in 15 months.

The rebound became more pronounced in July, when Canadian-resident return trips from the U.S. rose 10.2 per cent compared with the same month a year earlier.

“Canadian visits to the U.S. increased for the fourth consecutive month, although they’re still below 2024 levels,” Clementino noted.

The latest trade developments now raise the possibility that some Canadians who had begun reconsidering U.S. vacations could reverse course again.

“The latest trade news could put some pressure on that recovery, but it is still too early to predict,” Clementino said. “Where we are today may not be where we are a week or two from now, as discussions continue to evolve and circumstances can change quickly.”

READ MORE: Will Trump's 50% tariffs stall Canada's return to U.S. travel? Industry pros weigh in

That volatility is important for advisors to keep in mind. Travel decisions are rarely made in isolation, and headlines surrounding tariffs, political rhetoric and Canada's response can influence not only household finances, but how consumers feel about spending their money in the United States.

Many travel professionals PAX spoke to in July believed renewed tensions could quickly reignite reluctance toward U.S. travel.

Canadians still want to travel

What Clementino isn't seeing, however, is evidence that Canadians are abandoning travel altogether.

“When we look at the broader picture, Canadians are embracing travel,” she said. “Bookings have rebounded in Q3, with sales now ahead of where they were at this time last year, and 2027 travel is booking strongly.”

That distinction matters. A decline in demand for one destination doesn't necessarily translate into a decline in travel demand overall.

Instead, Canadians appear increasingly willing to redirect their spending toward destinations that better align with their budgets, priorities and personal feelings, Clementino explained.

“What we’re seeing is Canadians being more thoughtful about where they go, when they go and how they spend, rather than altering their desire to travel altogether,” Clementino said.

The implications extend beyond politics. Tariffs can contribute to higher prices and broader economic uncertainty, potentially putting additional pressure on household budgets.

If those pressures persist, travellers may scrutinize vacation costs more carefully, compare destinations more closely or adjust when and how they travel.

“If economic pressures continue, consumers may become more selective about how they allocate their travel budgets,” Clementino said.

“This is something advisors should absolutely be watching, but we’re seeing more of a shift in how Canadians travel than a decline in their desire to travel.”

An opportunity for advisors

For travel advisors, changing consumer sentiment presents both a challenge and an opportunity.

Clients who previously defaulted to a U.S. vacation may now be more open to discussing Canada, Europe, the Caribbean, Mexico or other alternatives.

Others may still want to visit the United States but require greater reassurance about value before committing.

“They’re considering different destinations and looking for opportunities where they feel they can get strong value without compromising the experience,” Clementino said.

That puts advisors in an increasingly important position as both interpreters of market conditions and curators of alternatives, she said.

“For advisors, that makes understanding the individual client even more important,” Clementino said.

“When people are being more deliberate about spending, advisors can help them evaluate their options, identify alternatives and find the right experience for their budget.”

The coming weeks may reveal whether the latest tariff battle represents another turning point for U.S.-bound Canadian travel or simply another headline in an increasingly unpredictable situation.

Keep listening to clients 

Either way, Clementino says advisors should keep listening closely to what clients are telling them.

“As travel becomes more complex, that expertise and personalized guidance become increasingly valuable,” she said.

“The priority for advisors is to stay close to their clients, understand their needs and help them make informed decisions as the market continues to evolve.”

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