Longwoods International releases latest Canada-U.S. tracking study results

In its latest tracking study of Canadian travellers, Longwoods International reports that 56% of those travellers don’t intend to travel to the U.S. in the next 12 months – that’s down from 61% in April.

The tracking study also found that of those Canadian travellers whose travel decisions are being influenced by U.S. policies and politics, 76% cited U.S. tariffs and economic policies as a negative influence, while 69% pointed to political statements by U.S. leaders as a negative factor.

Canadian travellers also had negative reactions to political discontent in the U.S., U.S. rhetoric about Canadian sovereignty and U.S. positions on various social issues.

Amir Eylon, President and CEO of Longwoods International, observed that: “The slight improvement in potential Canadian travel to the U.S. is encouraging. But the U.S. Travel Association predicts that international visitation to the U.S. will decline from 72.4 million in 2024 to 67.9 million this year largely because of fewer Canadian arrivals.”

The percentage of Canadian travellers postponing their U.S. trip declined to 22%, down from 29% in April. At the same time, more travellers are shortening their U.S. trips, 15% vs 10% in April.

Other key takeaways from Longwood International’s latest tracking study of Canadian travellers include:

!!! Some Modest Improvement in Intent to Travel to the U.S.:  56% of Canadian travellers say they do not intend to travel to the U.S. in the next 12 months, down from 61% in April.  While one data point does not make a trend, the reversal in direction is encouraging.

!!! Cancellation of Travel Plans Persists:  In the past six months, 23% of Canadian travellers surveyed canceled a previously planned trip to the U.S.  Looking ahead, the numbers are more optimistic with 11% indicating they had cancelled plans they had already booked to travel to the U.S. in the next 12 months.  This is significantly down from 36% in April.

!!! Policy and Politics Continue to Deter Visits but Have a Reduced Impact:  53% of Canadian travellers report U.S. government policies, trade practices, or political statements make them less likely to travel to the U.S. — a drop from 63% in July and 60% in April.  The share saying U.S. policies have no influence on their intent has increased to 23%, signaling a modest shift toward indifference.

!!! Domestic Travel Remains Top Alternative to Visiting the U.S.:  37% of Canadian travellers now say they would substitute a planned U.S. trip with a domestic trip — down from 42% in July — but still the most chosen alternative.  22% are shifting to new international destinations, with Europe followed by Mexico and the Caribbean as the top destinations.

!!! Perception Gap Continues as the U.S. Draws Praise for Attractions but Remains Perceived as Unwelcoming:   While 85% of Canadian travellers say the U.S. offers abundant attractions, only 39% see it as welcoming to travellers of diverse backgrounds, and just 44% feel welcomed as Canadians.  This highlights an enduring gap between destination appeal and hospitality/safety perceptions.

Go to https://longwoods-intl.com/case-studies/canadian-travel-sentiment-towards-the-u-s-november-2025-update/ for more.