A pedestrian walks by the closed Fisherman's Grotto restaurant at Fisherman's Wharf on May 2, in San Francisco. Foreign tourism to California fell sharply in February and March during the first 100 days of Donald Trump's second term in the White House.Justin Sullivan/Getty Images
It took roughly three seconds after U.S. President Donald Trump began threatening Canada with punishing tariffs, and possible annexation, for corporate Canada to start boasting about their Canadian bona fides. Tim Hortons released an ad declaring itself “For Canadians, by Canadians” (though its corporate ownership somewhat undermines that claim). Kraft took out a Superbowl ad boasting about the “100-per-cent Canadian dairy” in its cream cheese and the peanuts in its peanut butter that are “roasted in Canada.” Toilet paper brands suddenly started fighting over which one was most Canadian. (Though for that specific product only, I could see why some Canadians would opt for American-made – strictly as a metaphor.)
The most ubiquitous display of this capitalization of new-found Canadian pride was and remains at the grocery store, where aisles are littered with labels that say “Product of Canada” (whereby 98 per cent of the product’s costs were incurred in Canada), “Made in Canada,” (whereby 51 per cent of the product’s costs were incurred in Canada) or something more vague and undefined – a maple leaf, for example – which does not fall under consumer labelling regulations, and thus could simply mean that a guy who picks the oranges for that brand of orange juice has an aunt living in Smiths Falls, Ont. It’s nevertheless a smart play by grocers, who recognize the enormous value of identifying Canadian (or “Canadian”) brands for consumers who want to stand up for their country, but simply don’t have many ways of doing so. This puts some power back into the average person’s hands, though it’s unclear how much we’re really sticking it to the Americans by purchasing peanut butter that was 51-per-cent produced in Canada, and how much we’re merely making ourselves feel good.
The action that is sticking it to Americans, however, is our collective decision to defer our discretionary trips to the United States. In March, the number of Canadian road trips to the U.S. dropped nearly 32 per cent compared to the same month last year, and the effects of this decline are tangible: duty-free shops at border crossings are struggling (with the one at the Peace Bridge even going into receivership); cities and towns all across the U.S. border that rely on Canadian tourism have reported substantial declines in visitors and are struggling with the economic impact.
Air travel is down, too: by 13.5 per cent in March, 2025, compared to the same month last year, which has resulted in airlines cutting certain routes to the United States. The impact is being felt across the country, as evidenced by the efforts of various state leaders to woo Canadian travellers back to the U.S. In April, Maine Governor Janet Mills issued a message to Canadians, inviting them to visit her state this summer. Just days ago, California launched its “California Loves Canada” campaign, offering discounts and planning tools to get Canadians back to the state. On Wednesday, Illinois Governor JB Pritzker posted a video message to Canadians, saying, “I don’t blame anyone whose appetite for visiting has soured with our current President,” but, he continued, “I want to assure you we’re eager as ever to have you come here.”
That might not matter. According to a Leger poll conducted earlier this month, a majority of Canadians say they no longer feel safe or welcome in the United States. That’s not an unreasonable position to hold considering reports of Canadians detained at the border and/or denied entry, a new requirement to register with the Department of Homeland Security for stays exceeding 30 days, and rhetoric from the White House that portrays Canadians as amorphous leeches that would be better off as part of the United States. No one wants to go to a dinner party where the host has been badmouthing you and complaining that you never chip in for supplies.
The combination of fear, anger and resentment (plus, a weak exchange rate) has clearly disincentivized Canada-to-U.S. travel over the past several months, but this summer will be the true test. In 2024, Canada was the top source of international travellers to the U.S., generating US$20.5-billion in spending and supporting 140,000 jobs, according to the U.S. Travel Association. But according to one analysis, summer seat bookings have dropped by as much as 70 per cent. The impact of that collective action will be far more significantly felt – and far more broadly felt – than buying the ketchup that was made with vinegar fermented in Canada. Buying Canadian, or “Canadian,” is great, but choosing to travel in Canada this summer would be even better.
Editor’s note: This article has been updated to correct the spelling of Smiths Falls, Ont.