Canadian market wavers, but Seattle invests in travel advisor engagement

Visits to the United States by Canadians may be down, but that didn’t stop Seattle’s tourism officials from travelling to Canada last week to remind the trade why the Pacific Northwest city is still well worth a visit.

The sales mission came as Seattle – nicknamed the “Emerald City” for its year-round greenery – gears up to host the FIFA World Cup in June and July of 2026.

Meeting with trade media at the U.S. Consulate Office on Oct. 29 in downtown Toronto, Caitlin Shearer, manager of tourism development at Visit Seattle, noted that Canada is Seattle’s largest international market.

Last year, the city welcomed almost 2.4 million international visitors, with Canada accounting for 73.3 per cent of the total, with 1.7 million visitors.

“It's a really significant slice for us, so we want to make sure those travellers know who we are, what we do and what we're all about,” Shearer said.

But this year’s Canadian numbers tell a slightly different story.

Canadian visitation drops

Following the inauguration of U.S. President Donald Trump, and the tariff policies and annexation threats towards Canada that followed, cross-border travel from Canada to the U.S. has dropped significantly.

In September, according to Statistics Canada, air travel fell 27.1 per cent, with just 372,000 Canadians returning from U.S. destinations, while automobile crossings dove even further, down 34.8 per cent to 1.4 million trips.

Seattle is feeling the downturn. International overnight visitors to Seattle are projected to drop by 27 per cent in 2025, and 99 per cent of the drop is due to Canadian visitation, Shearer said.

Several Canadian groups have reduced attendance for upcoming conventions due to “government policy impacts and public sentiment” – Visit Seattle’s official statement on the matter.

The city’s hotels and attractions have also reported cancelled groups and tours.

“It’s really impacting the whole state,” said Shearer.

Christopher Alexander, commercial officer with the U.S. Commercial Service in Toronto, was present to share the latest on cross-border travel and to offer some perspective. 

Sharing data from the Conference Board of Canada, he noted that overall travel from Canada to the U.S. dropped between January and August 2025, with air traffic and land border crossings falling by as much as 20.3 per cent compared to the same period in 2024.

Despite this dip, Canada remains Washington State’s largest source of international visitors, and Canadian travellers are spending 13.7 per cent more on average than domestic tourists.

He also highlighted Canada’s continued commitment to cross-border tourism, pointing to its agreement to fund 90 per cent of the capital costs for U.S. Customs and Border Protection preclearance at Toronto’s downtown Billy Bishop Airport.

Additionally, the sports and entertainment sector – from hockey and baseball games to big-ticket concerts, like Coldplay and Taylor Swift – is one area where “travel hasn't really gone down,” Alexander said.

Which bodes well for Seattle, which will host six FIFA World Cup games next summer, an event that is expected to bring an estimated 750,000 people into the region.

Gearing up for FIFA

Next summer’s World Cup is a milestone not only for Seattle, but also for the entire state of Washington.

As the primary site for all six matches, Seattle’s Lumen Field is set to undergo improvements, such as added seating.

Once the participating teams are announced in December, Seattle will roll out an array of activations designed to enrich the experience for fans and visitors alike.

The Seattle Waterfront, which includes attractions like the Seattle Great Wheel and the Seattle Aquarium (now with new facilities), pop-up shops, restaurants, and access to ferries and cruise ships, will be a FIFA activation space as the games near.

The pedestrian walkway along the city’s waterfront is just shy of 20 blocks.

“We want to make sure everybody feels welcome,” Shearer said, noting how the city will work with FIFA to really “lean into” Seattle’s local vibe.

Record cruise season ahead

Seattle sits on Puget Sound in the Pacific Northwest and serves as the gateway for about half of all Alaska cruise departures, thanks to the Port of Seattle.

The city is an ideal jumping-off point for pre- or post-cruise adventures.

Next summer, the city will host more than 300 sailings up to Alaska (setting a new record) and welcome more cruise lines into town, such as MSC and Virgin Voyages.  

What makes Seattle great

Over the next three to five years, Visit Seattle will focus on the things that make the city great: walkability, culinary and nature.

“These are the top things that make Seattle Seattle,” said Shearer.

On walkability, “Seattle is fantastically compact,” she said. “It is very, very walkable.”  

The Space Needle — a futuristic 605-foot tower built for the 1962 World’s Fair — is Seattle’s most famous landmark, complete with an observation deck and a rotating restaurant.

But the city’s charm goes far beyond its skyline. Pike Place Market, Seattle’s original farmers market dating back to the early 20th century, remains a downtown hub for local food and artisanal goods. It’s about a 15-minute walk from the stadiums.

Visitors can browse crafts and stalls, watch fishmongers toss fish, and explore the lively streets of this open-air neighbourhood.

A short walk away is the “Original Starbucks,” opened in 1971 at Pike Place Market. Coffee fans often line up for a photo outside, and inside, the shop still features its original floors, fixtures and counters.

The city’s food scene revolves around fresh seafood and farm-to-table dishes. “When you go a little bit east of the mountains, you'll find apples and onions. All the produce in and around Seattle is pretty fantastic,” said Shearer.

Washington is also a powerhouse wine region — the second-largest producer in the United States after California.

Each March, the Seattle area hosts Taste Washington—a weeklong celebration of the region’s food and wine and the largest single wine festival in North America.

As for nature, Seattle’s newest campaign is called “Mother Nature's city,” highlighting its 200+ miles of shoreline, 6,000 acres of parks, and 28 per cent tree canopy.

“If you live in downtown Seattle, it's a 10-minute walk to any park,” Shearer said.

Another local attraction? Seattle’s sauna boats, which are floating, wood-fired saunas on Lake Union that offer a unique wellness experience.

Keeping relationships fresh

This year, Visit Seattle launched its Seattle Destination Expert Training program—a six-module course that walks advisors through everything from local transportation and dining to culture and sports, giving them the tools to confidently sell Seattle.

In the meantime, Visit Seattle, and its partners, remain committed to showing up, listening, and investing in relationships that will help the destination rebound stronger when Canadians are ready to return.

“We understand and recognize that things are a little tricky right now, that folks might not want to come visit us. But we want to make sure the travel trade is engaged,” said Shearer. “[Travel advisors] know better than most that this won't be forever. We want to keep those relationships fresh.”

MAIN IMAGE: From left: Adam Acampora-Woodinville Wine Country; Niki Sharan-Alaska Airlines; Denise Graham-Canuckiwi Ltd./Visit Seattle; Caitlyn Shearer-Visit Seattle; Keely Parizek-Columbia Hospitality; Chelsea Leingany-Seattle Art Museum; Stephanie Faludi-Residence Inn Downtown Seattle & Moxy; Tracy Zeisberger-Canuckiwi Ltd./Visit Seattle; Eva Szorenyi-FRS Clipper; Christopher Alexander-U.S. Commercial Services. 

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