US tourism groups want to win Canadian visitors back. A testy trade war isn’t helping

American tourism organizations have been actively promoting their appeal to Canadian visitors in an effort to reverse the decline in travel numbers following the return of former President Donald Trump to office. From billboards and banners to online and social media advertisements, these groups have been offering special deals to entice Canadians to visit the United States.

As a Vancouver resident and marketing executive, Josh Loewen recognizes the sincerity of these efforts. However, he cautions that the current political climate, marked by the acrimonious trade war between the two countries, may render these appeals futile. Loewen, 45, believes that the U.S. tourism industry would be better off waiting until a new president takes office to attempt to win back Canadian tourists.

The deteriorating relations between the U.S. and Canadian governments, exacerbated by the collapse of trade negotiations and the imposition of import taxes by the Trump administration, have made it challenging for state and local tourism officials to persuade Canadians to return. Nevertheless, destinations like New York and Las Vegas are still actively engaging with Canadian travel advisers, tour operators, and airline representatives in hopes of reestablishing a stronger tourism connection.