Summer travel intentions surging among Canadians, but “U.S. backlash is real," says study

Summer travel intentions are strong this summer in Canada, but interest in U.S.-bound travel is “collapsing,” according to a new Leger study that surveyed 1,537 Canadian residents last month.

Over half of respondents (55%) plan to take a leisure trip this summer, which is up significantly from 47% who planned to travel in summer 2024, the study says.

But only 10% plan to travel to the U.S. this summer, down sharply from 23% last year.

In contrast, domestic travel intentions are soaring, with 77% of travellers planning to stay within Canada (up from 69% in 2024).

Canadians are increasingly choosing to explore their own backyard this summer.

According to the survey, compared to before tariffs were introduced, more Canadians are likely to travel within their home province (48% vs. 38% pre-tariffs) or to another Canadian province (42%, up from 30%).

Atlantic Canadians lead in overall domestic travel intent this summer (94%), especially for trips outside their provinces (60%).

The U.S backlash is real

Three-quarters (75%) of Canadians who were planning a trip to the U.S. say the tariff announcements have influenced their plans, and over half (56%) who had planned to visit the U.S. now intend to travel elsewhere, the study says.

However, Canadians’ decisions to avoid U.S. travel are being driven by more than just tariffs.

While over six-in-ten indicate tariffs (64%) and political tensions (61%) as key concerns, other key factors include safety concerns (47%), poor exchange rate (46%), not feeling welcome (44%), and concerns about border delays (40%).

Despite the overall decline in U.S. travel, some groups remain more likely to follow through with their plans.

Albertans lead the way, with 44% of those who had a U.S. trip booked saying they still intend to go.

Among those still heading south, the top reasons include a desire to visit the destination (43%), feeling unaffected by the political climate (41%), and visiting family or friends (27%).

Key recommendations

Leger has outlined its recommendations to tourism companies.

One, with domestic tourism booming amid anti-Trump sentiment, there’s “a major opportunity” to attract Canadians seeking local alternatives.

“Promote affordable, culturally rich, and uniquely Canadian experiences through “close-to-home” and “pride and proximity” messaging,” the company says.

Two, Canadians aged 18-54 are driving interprovincial travel. So use digital-first, experience-focused campaigns featuring user-generated content to inspire exploration.

And finally, the company advises to strengthen partnerships between regions through joint itineraries, bundled promotions, and cross-promoted events to support multi-stop travel.

For U.S. tourism operators?

“Rebuild trust with Canadians,” says Leger. “U.S.-bound travel is declining due to safety concerns, political tensions, and feeling unwelcome. Reassure travellers with messaging focused on hospitality, inclusivity, and ease of entry. Emphasize that most Americans are welcoming to Canadians.”

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