Once a summer haven for thousands of Quebecois families during their famed construction holiday, Wildwood and broader Cape May County are facing a steep drop in Canadian visitors. Local tourism officials and business owners are increasingly alarmed as bookings from Canada, once a major source of seasonal revenue, have declined sharply in 2023 and continue into 2025.
According to Diane Wieland, Director of Tourism for Cape May County, Canadian travelers have traditionally contributed between 7% and 9% of the area’s annual tourism revenue. However, recent figures indicate those numbers have dipped to nearly half their pre-pandemic levels — a worrying trend for a region economically reliant on summer tourism.
The Triple Threat: Currency, Politics, and COVID-19
At the heart of the downturn lie three interwoven issues: unfavorable exchange rates, escalating U.S.–Canada political tensions, and the lingering economic aftershocks of the COVID-19 pandemic.
As of July 2025, the exchange rate remains a major deterrent. One U.S. dollar is now worth approximately CAD 1.37, meaning that Canadians pay significantly more for accommodations, food, fuel, and attractions in the United States. For middle-class Quebec families, the cost of a summer vacation in Wildwood has become prohibitively expensive.
Fuel prices in particular illustrate the problem. In Montreal, a gallon of gasoline hovers around CA$5.70, while in New Jersey it’s just US$3.10. But once adjusted for currency, the savings diminish. A tank of gas, a family dinner, or even a motel stay can eat into budgets that once comfortably covered a weeklong trip.
Overlaying the economic strain are mounting political tensions between Ottawa and Washington. A high-profile spat earlier in 2025 between former U.S. President Donald Trump and Canadian Prime Minister Mark Carney — sparked by Canada’s new digital services tax on U.S. tech companies — reignited trade threats. Trump’s suggestion of a retaliatory 35% tariff on Canadian goods sent shockwaves through diplomatic and economic circles, casting a shadow over cross-border tourism.
Lingering Pandemic Wounds
While COVID-19 travel restrictions were lifted in late 2022, the psychological and financial scars remain. Many Canadian families that skipped vacations during the border closures of 2020–2021 have yet to return, either due to depleted savings or altered travel habits.
“We’re seeing about 60% of our pre-pandemic Canadian numbers,” Wieland noted in an interview. “The loyalty is still there, but families are hesitant. They’re traveling locally or going to more affordable destinations.”
Leger Marketing, a Canadian research firm, confirmed that more than half of Canadians who once considered visiting the U.S. are now opting for domestic vacations or European getaways instead. Cheaper airfare and more favorable exchange rates in Europe have ironically made a trip to Portugal or France more viable than Wildwood.
Wildwood’s Deep Connection to Quebec
The economic blow hits harder because of how deeply Canadian tourism is rooted in Wildwood’s summer economy. The so-called construction holiday — a two-week break starting in late July in Quebec — has, since the 1970s, brought waves of families to Cape May County.
So significant was this migration that the county even operated a tourism office in Montreal until 1995, and many businesses in Wildwood adopted French signage and services to accommodate their Quebecois guests. It wasn’t unusual for local motels like the Quebec Motel By-The-Sea to receive next year’s bookings before guests even checked out.
Wildwood Crest’s Granada Ocean Resort typically had 30 out of 36 rooms booked by Canadian families during peak season. “This year, we’ve had to rely on walk-ins,” said owner Kathleen Thompson. “The French voices we’re so used to hearing in July and August are missing.”
The Emotional and Economic Toll
Local businesses report not only a loss in revenue but also in community energy. Sylvia Rutkowski of Five Mile Marketplace described previous summers as “bustling with French-speaking shoppers.” In contrast, 2025’s season has been quieter, with fewer visitors strolling the boardwalk or enjoying beachfront diners.
But hope remains. Wildwood’s enduring charm — its retro Doo-Wop architecture, classic motels, and nostalgic Americana — continues to draw visitors from Pennsylvania, New York, and even other parts of Canada. Many Quebecois families maintain emotional ties to the town and follow their favorite Wildwood businesses on social media during the off-season.
Debbie Heenan at the Quebec Motel believes those ties could reignite travel flows if economic and political conditions improve. “They love it here — they just can’t afford it right now,” she said.
The Road Ahead for Cape May Tourism
As Cape May County braces for another summer with fewer Canadian tourists, tourism leaders and local stakeholders are exploring options. Some are adjusting marketing campaigns to target emerging U.S. markets, while others are doubling down on outreach to Canadian media and travel agents.
Meanwhile, the broader question looms: will the economic conditions and political rhetoric shift enough to bring back the Canadian crowd?
The answer may come by 2026. With elections on the horizon in both countries and global tourism steadily rebounding, Wildwood is positioning itself for a potential comeback. For now, it remains a beloved destination — albeit a quieter one — as local businesses wait, watch, and prepare for the return of their northern neighbors.
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