Making the Pivot: Canadians continuing to travel despite U.S. uncertainty

The Canada-U.S. relationship is creating a new variable for Canadian travel advisors.

At the ACTA Summit in Brampton last week, Travel Press Today (TPT) took the question: “Is the political chill affecting where Canadians are willing to book?” to the trade floor, speaking with ACTA president Suzanne Acton-Gervais, travel advisors and industry suppliers to gauge whether U.S. uncertainty is translating into softer bookings — or simply redirecting demand elsewhere.

Acton-Gervais offered a measured assessment.

She noted how ACTA sees that the U.S. remains an important market for Canadian travellers, but destination choices are shifting as clients weigh the broader geopolitical landscape.

“Canadians are continuing to travel,” she said, pointing to strong interest in the Caribbean, Mexico, Central and South America, alongside renewed demand for Europe and Asia. She also sees Canadians seeking out “hidden gems” and more experiential travel.

For cruise clients, the initial hesitation appears to be easing. Anie Chevrier, Hamilton-based owner of The Travel Boutique, said her Florida-departure cruise business was initially affected, but clients have largely returned to business as usual. “They’re still wanting to cruise the Caribbean,” she said. “So, they’re flying into Florida regardless.”

Other agencies are seeing a much more pronounced shift. Monica E. Johnstone, CTC, president of Uniglobe Travel Innovations, estimates her U.S. leisure business is down at least 50 percent, with clients redirecting travel toward Europe, Portugal, South America and Japan.

TourRadar’s Marc Buchegger likewise sees geopolitical developments influencing consumer confidence and spending decisions, with travellers becoming more conscious of where they put their travel dollars and more willing to reconsider destinations.

The message from the ACTA floor is clear. Canadian travel demand remains resilient, but the destination mix is changing. For advisors, that means staying nimble, understanding shifting consumer sentiment and being ready with alternatives when clients rethink the U.S.

What the trade is saying:

• Suzanne Acton-Gervais, ACTA: “Canadians are continuing to travel,” while acknowledging an “unpredictable and volatile” environment.
• Marc Buchegger, TourRadar: “Travellers are very, very aware of what’s going on” and increasingly conscious of where they spend their travel budgets.
• Anie Chevrier, The Travel Boutique: “They’re still wanting to cruise the Caribbean, so they’re flying regardless into Florida.”
• Monica E. Johnstone, Uniglobe Travel Innovations: U.S. leisure travel is “down at least 50 percent,” with clients pivoting toward “Europe, Portugal, South America” and Japan.
• Evan Hill, Intrepid Travel: Agents report that some clients are deliberately trying to “support Canadian businesses,” while international ownership is also becoming part of client conversations.

For a full report on the 2026 ACTA Summit check out this week’s issue of Travel Courier.