Strained US Tourism: A Self-Imposed Wound Leaving Some Americans Frustrated and Disappointed
In the heart of Seattle, tour operators like Joe Koenen and John Brink are grappling with a significant drop in Canadian customers. This year, Koenen, who runs Seattle Free Walking Tours, has not seen a single Toronto Blue Jays baseball hat all summer, a stark contrast to previous years. Brink, owner of another tour company, has witnessed a 50% drop in Canadian business.
The absence of Canadians has been felt acutely in cities like Seattle, which is close to the northern border. Mike Mondello, owner of "Made in Washington" stores, also noticed the change during the spring news cycle. "This is going to be a different year," he realised.
Many Canadians have boycotted taking US trips and buying American products since the spring, a response to geopolitical forces and misinformation. This boycott has had a profound impact on the tourism industry, with Seattle expected to lose more than a quarter of its international visitors this year, mostly due to Canadians staying away.
Adam Duford, owner of Surf City Tours in Santa Monica, California, has seen a 49% decrease in revenue this year. Duford's typical Canadian customer base did not show up during their spring break this year, contributing to his financial struggles. He's not alone in this; Koenen has had to dip into his own savings to keep his business afloat, a first since taking over the tour company in 2021.
The tourism industry is not the only sector affected. Data from the Las Vegas Convention and Visitors Authority shows overall visitor volume is down 8% from January to July 2025, compared to the same period the year before. The U.S. president who influenced the country's policy on international tourism development is not explicitly named in the search results provided.
Tourism Economics now projects a full recovery to pre-pandemic levels will not happen until 2029, three years later than originally projected. This delay is partly due to the 90,200 fewer airline seats available to book from Canada to the US from April 1 to June 30, compared to the same quarter last year.
In an attempt to revitalise the industry, several cities' tourism bureaus have urged Congress to fully fund Brand USA, a public-private partnership that heads a globally coordinated marketing effort to promote the US as a premier travel destination. The World Travel and Tourism Council projected in May that the United States will lose $12.5 billion in international visitor spending in 2025, the only country out of 184 economies the council analysed that will see a decline this year.
However, there is a glimmer of hope. Woody, a marketing team member in Seattle, believes there is an opportunity with the FIFA World Cup in 2026, when his team will be collaborating with Destination Vancouver. Hawkins, a London resident, remains optimistic that the situation will improve, so that he and his wife can still travel to Yellowstone and Las Vegas in 2027.
Despite the challenges, the resilience of the tourism industry remains undeterred. As the world navigates these uncertain times, the industry continues to adapt and look for opportunities to thrive.
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