PLATTSBURGH, NY / BURLINGTON, VT — As political tensions and economic uncertainties slow the flow of Canadian tourists across the northern U.S. border, a coalition of small towns, resorts, and tourism boards is fighting back with a strategy rooted in neighborly goodwill: exclusive Canadian-only travel deals.
From New York’s North Country to the mountain trails of Vermont, tourism stakeholders are ramping up their efforts to welcome back Canadians, who have long played a vital role in sustaining border economies. With hotel reservations, campground bookings, and local business revenue taking a hit, these communities are offering discounted lodging, perks, and even at-par pricing in Canadian dollars to reignite cross-border travel in the summer of 2024.
Tourism Decline Hits Border Towns Hard
In Plattsburgh, New York, where nearly 70% of leisure travel comes from Canadian visitors, tourism operators are reporting a 30% drop in business this spring compared to last year. According to Kristy Kennedy, Vice President of Marketing and Business Development at the North Country Chamber of Commerce, the slowdown is directly tied to rising geopolitical tensions and recent rhetoric from U.S. leadership.
“Our leisure travel market is about 70% Canadians—it’s a very large part of what we do,” Kennedy said. “There’s definitely a decline, and it’s being felt by hotels, marinas, restaurants, and attractions across the region.”
One major factor is the strong U.S. dollar, which makes cross-border vacations more expensive for Canadians. Another is political—comments from U.S. leaders regarding Canada’s status have had a chilling effect on tourism sentiment.
Cross-Border Specials Campaign Offers Welcome Incentives
To counteract these challenges, Kennedy’s team has launched a “Cross-Border Specials” campaign, which encourages local businesses to offer discounts and perks exclusively for Canadian travelers. The idea is simple: make it more affordable—and more welcoming—for Canadians to visit.
Participating businesses include:
- Bluebird Lake Placid Hotel: 30% discount for Canadian residents through August.
- Bluff Point Golf Resort (Plattsburgh): Complimentary Callaway Canada golf balls with every Canadian tee-time.
- Adirondack ElliptiGO: Free full-day elliptical bike rentals for guests with a Canadian ID, with drink vouchers at Cabana Beach Bar included.
“I thought I’d do something to invite them down,” said Donald Moore, owner of Adirondack ElliptiGO. “They can get some drinks while they sit with their toes in the sand.”
Vermont’s Trail Networks and Festivals Feel the Loss
In Vermont’s Northeast Kingdom, the Kingdom Trails Association has also reported a significant drop in Canadian participation. Once a favorite for Quebec mountain bikers, the trail network has seen its proportion of Canadian riders cut in half since spring 2023.
“We heard from Canadian trail users who come year after year,” said Executive Director Abby Long. “They love Kingdom Trails, but many are choosing not to come this year, and it’s impacting shops, accommodations, and restaurants across the region.”
At Jay Peak Resort, a renowned destination just a few miles from the Canadian border, the situation is equally serious. President Steve Wright noted that 60% of the resort’s summer traffic typically comes from Canada—but this year, new bookings have slowed dramatically.
“There will almost certainly be a reduction in workforce if we don’t get this turned around,” Wright warned during a Senate forum on tariff-related impacts.
Jay Peak has long offered “at-par” pricing, allowing Canadian guests to pay the U.S. list price in Canadian dollars—effectively offering a 25–30% discount based on currency exchange rates.
Vermont Brewers Festival Adopts At-Par Pricing, Welcomes Quebec Craft Breweries
In a show of cross-border solidarity, the Vermont Brewers Festival has also announced at-par pricing for Canadian attendees at its July event in Burlington, where over 70 breweries will be represented.
“We wanted to make a meaningful gesture,” said Emma Arian, the festival’s Executive Director. “We see you, we value you, and we want you here.”
The festival has also invited three Quebec breweries—including acclaimed names like Dieu du Ciel! and Messorem—to pour alongside U.S. counterparts.
“It demonstrates our commitment to welcoming our neighbors from across the border,” Arian said. “We hope to capture the spirit of collaboration—and gratitude.”
Bilingual Signage and Official Outreach
To reinforce these grassroots efforts, state and local governments are stepping up too. In Maine, Governor Janet Millsrecently announced new bilingual welcome signs reading “Bienvenue Canadiens,” now installed along key entry points and interstates. The Adirondacks have begun adopting similar signage to greet Canadian visitors with warmth and familiarity.
These efforts reflect a growing consensus: reviving Canadian tourism is not just good hospitality—it’s critical to economic recovery in border communities.
Outlook: A Summer of Recovery?
As border towns rally to bring Canadians back, early feedback on these efforts has been positive. Tourism operators are hopeful that as word spreads, more travelers from Ontario and Quebec will cross the border again.
Many businesses are using targeted social media campaigns, email newsletters, and collaborations with Quebec-based travel influencers to spread the word about these limited-time offers.
With inflation and politics still complicating long-haul travel plans, many Canadians may find that a road trip to the Adirondacks or Green Mountains offers the perfect mix of value, accessibility, and adventure.
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