Many Canadians travelled local during summer, avoided U.S.: Leger study

A new Leger study sheds light on how Canadians and Americans travelled this summer – and how tariffs and politics are reshaping cross-border tourism.

The online poll, which surveyed 3,158 Canadians during the summer and fall months, and 1,015 Americans, found that most Canadians stayed close to home: 52 per cent travelled within their own province – far more than had originally planned.

U.S. travel took a major hit. Only 13 per cent of Canadians visited the U.S. this summer, despite 25 per cent having planned to, the study found.

Over a quarter (27 per cent) changed their travel plans due to tariffs and the political climate.

Americans preferred to stay domestic: 89 per cent of U.S. leisure travellers stayed within the U.S., and Canada attracted only five per cent of them, the study found.

But there’s room for growth: 35 per cent of Americans say they are open to visiting Canada in the future.

The data points to a clear shift in travel behaviours, one that has major implications for tourism operators, government agencies, and cross-border relations.

Canadians, meanwhile, continue to remain steadfast in avoiding the United States.

Nearly three in five said they are less open to travelling to the U.S. in the next six months, with almost half much less open.

Of the Canadians that did travel to the U.S. over the summer, nearly four in five (79 per cent) said they felt welcome, with over half (51 per cent) saying the felt very welcome. Not a single respondent in the survey reported feeling unwelcome.

Recommendations 

Leger has also devised some recommendations to Canadian tourism operators.

As more Canadians choose to explore their own provinces, tourism groups can create short, bundled trips — like weekend getaways, local tours, and dining experiences.

The focus should be on convenience, affordability, and flexibility, encouraging trave;lers to swap one big vacation for several smaller ones spread across the year and regions

Operators should also highlight the ease, closeness, and value of local travel. Use friendly, place-based messaging such as “explore your backyard” or “discover hidden gems close to home.” Pair these with attractive staycation or weekend offers to spark interest and action, the study advises.

Use emotional storytelling that celebrates Canadian landscapes, culture, and traditions, reinforcing the message that “Canada welcomes you.” This approach nurtures pride and loyalty toward domestic tourism, the study says.

Reimagine Canada as winter escape

With fewer Canadians heading to the U.S., there’s a chance to redefine winter travel. Present Canadian destinations as vibrant seasonal escapes — from the warmth of coastal retreats and the adventure of the Rockies to the serenity of the Prairies, Atlantic charm, and Quebec’s winter magic.

By positioning Canada as the go-to winter destination, tourism organizations can keep travel spending local while inspiring excitement for cold-weather experiences, the study advises.

Operators also have an opportunity to engage more with U.S. audiences.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.