Every March, sun worshippers Florida’s beaches, Arizona’s golf resorts, and Nevada’s boulevards lined with casinos have all historically been overrun by Canadians. Something very different is happening this year. The surge has lessened. The cadence has shifted. Many are choosing to fly farther away or stay closer to home, but more and more are avoiding the US entirely.
This change is the outcome of a number of factors, including personal, political, and economic ones, rather than a single incident. A subtle deterrent has been created by the currency exchange rate alone. Every vacation dollar is worth less now that the Canadian dollar is only about 73 cents to the US dollar, which is making more families rethink their spring break plans. Meals are less casual, hotels seem more expensive, and activities are surprisingly expensive. Financially, what used to be a comfortable retreat now seems frustrating.
| Reason | Explanation |
|---|---|
| Weak Currency | The Canadian dollar’s low value makes U.S. vacations more expensive across all categories |
| Political Climate | Rising discomfort with American policies and rhetoric is influencing travel sentiment |
| Border Fatigue | Longer wait times, inconsistent experiences, and increased scrutiny deter casual trips |
| Better Global Options | Countries like Portugal, Thailand, and Mexico offer better deals with warmer welcomes |
| Domestic Pride | Canadians are increasingly exploring local gems, supporting regional tourism post-pandemic |
However, budget spreadsheets are not the only factor in the decision. Many Canadians express a growing unease—a feeling that visiting the United States no longer carries the same emotional appeal or ease as it formerly did. That uneasiness isn’t always obvious. It’s frequently a subtle undercurrent—something sensed while reading the news, following politics, or standing in line at the border.
Early in March, a number of significant travel agencies in Toronto and Calgary reported a discernible increase in rebookings, with customers abandoning plans to travel to the United States in favor of destinations like Costa Rica, Spain, or the Okanagan Valley in British Columbia. “They don’t always say it out loud, but the tone is clear—they want somewhere that feels easier, safer, and more welcoming,” one travel advisor told me.
Although it can be challenging to measure, this emotional calculus is remarkably successful in directing behavior. Families in particular seek out experiences that calm and rejuvenate them rather than journeys that start with stress or anxiety. Unfortunately, many claim that entering the United States now feels more like a risk they’re unwilling to take than a way to unwind.
I’ve personally observed it in my own friends. One family chose to spend five days in Tofino instead of their annual trip to Disney. Tokyo was reserved by another couple in place of Vegas. The same justifications—value, safety, and general sentiment—were mentioned by both. One mother of three explained, “It’s not anti-American.” “All we needed was a break that felt like one.”
This trend has subtly gained traction over the last two years. Road trips from Ontario and Quebec to the United States have drastically decreased, falling 23% in the spring of 2025 compared to 2019 levels, according to Statistics Canada. Even though air travel increased after the pandemic, reservations for the spring of 2026 point to a further shift toward other areas.
Domestic travel benefits greatly from this rerouting. Early-season reservations at Canadian destinations like Victoria, Banff, and St. Andrews-by-the-Sea are higher than anticipated. In addition to keeping money in the nation, this enables tourists to revisit locations that are frequently overlooked by sun-kissed resorts abroad.
At the same time, foreign locations outside of North America are growing in appeal. Canadians are increasingly taking flights to destinations that previously seemed too far away by taking advantage of favorable exchange rates and travel deals. For example, Thailand is seeing a rise in Canadian tourists, particularly those looking to experience Thai cuisine and culture. Greece and Portugal, both of which have pleasant spring temperatures, are also profiting from this change.
This presents a particularly creative challenge for travel brands. Once heavily dependent on Canadian tourists, U.S.-based resorts are now reconsidering how to entice them back. In response, some have offered all-inclusive plans that mitigate the impact of exchange rate fluctuations or targeted discounts. Others are looking into loyalty plans made especially for international tourists.
Discounts alone, however, might not be enough to change the attitude. Price points may not be as important as emotional reassurance in light of political polarization, gun violence headlines, and uneven treatment at border crossings. Canadians want to feel comfortable, respected, and safe, and they will follow the lead if that comfort is more easily accessible domestically or overseas.
Canadian tourism operators are taking advantage of this by forming strategic alliances with provincial governments. The “Stay Wild” spring campaign in Alberta invites residents to take a fresh look at their own backyard. Travel credits for intra-provincial travel have been subtly increased by Ontario. Unexpectedly high reservations have already resulted from an effort to promote rural coastal stays in Nova Scotia.
The calculus is even easier for younger travelers. Traditional tourist attractions like Times Square and Disneyland are less popular with Gen Z and Millennial Canadians. Rather, they look for genuineness, whether it’s exploring Icelandic lagoons, eating street food in Hanoi, or hiking the Rockies. The United States no longer seems to be their first choice.
Naturally, none of this portends disaster for travel to the United States. Many Canadians still travel to the United States to see relatives or have sentimental attachments to American cities. Snowbirds are devoted to their long-standing ties to Florida. But there is no denying the change as we anticipate more spring breaks.
Surprisingly, it stems from preference rather than outrage. A silent adjustment. a revised perception of the ideal travel experience.
And maybe the most Canadian thing of all is that.
