Cape May County, a treasured summer retreat along the Jersey Shore, is grappling with a noticeable dip in one of its most loyal visitor groups — Canadian tourists, particularly those from Quebec. For decades, families from Canada have flocked to Wildwood during their annual “construction holiday” in late July and early August, filling beachfront motels and fueling the county’s seasonal economy. But in recent years, that tide has receded, and 2025 marks yet another summer of concern.
Political Tensions and Unfavorable Exchange Rates
The downturn isn’t just a case of shifting vacation preferences. It stems from a potent mix of political unease, unfavorable exchange rates, and lingering economic pressures from the pandemic.
As of July 2025, the Canadian dollar hovers around CAD 1.38 to USD 1, making U.S. travel significantly more expensive for Canadians. This currency disparity means Canadian tourists must spend more on essentials like lodging, gas, and dining. For context, while New Jersey gasoline averages around $3.20 per gallon, Quebec drivers pay upwards of CA$5.60 — but the real sticker shock comes when Canadian wages must be converted into U.S. dollars to pay for entire family vacations.
On top of that, political rhetoric is chilling travel. Former U.S. President Donald Trump’s renewed tariff threats against Canadian goods, in response to Canada’s digital services tax targeting American tech giants, have strained bilateral relations. According to a July 2025 poll by Abacus Data, over 52% of Canadians said current U.S. politics have made them reconsider traveling south of the border.
COVID-19 Fallout Still Reverberates
Though borders reopened in 2021 and some tourism recovered, the residual impacts of the COVID-19 pandemic continue to disrupt longstanding travel habits. In 2019, Cape May County welcomed more than 700,000 Canadian visitors annually. By 2023, that number had only bounced back to 60% of pre-pandemic figures — and this summer, local officials estimate it may drop further.
Diane Wieland, Director of Tourism for Cape May County, noted that Canadian visitors once made up between 7% and 9% of total tourism revenue in the region. That number has shrunk, with motel owners and business operators reporting fewer advanced bookings from Canadian guests this year compared to even last summer.
Business Owners Sound the Alarm
Local business owners in Wildwood are feeling the pinch. Kathleen Thompson, who owns the Granada Ocean Resort in Wildwood Crest, said her motel typically booked 80–90% of its summer rooms to Canadian families — many of whom were repeat guests who rebooked yearly. “This year, we’re seeing walk-ins and last-minute cancellations instead of that steady stream,” she said.
Similarly, Sylvia Rutkowski, a longtime employee at Five Mile Marketplace, recalled past summers when the boardwalk buzzed with French-speaking visitors. “It’s been quiet. The Canadian voices are missing,” she remarked.
The Quebec Motel By-The-Sea has also noticed fewer returning guests, though some loyal families continue to reserve their rooms for the following year. “They love Wildwood’s charm — the retro motels, the neon signs, the family-friendly beaches. But it’s getting harder for them to make the trip,” said customer relations manager Debbie Heenan.
A Deep-Rooted Connection at Risk
The bond between Wildwood and Quebec goes back to the 1970s when the Quebec construction holiday became a national phenomenon. Cape May County capitalized on the opportunity, marketing heavily in French-language media in Montreal and Quebec City. At one point, the tourism office even operated a satellite office in Montreal.
Motels offered bilingual service, businesses displayed French signage, and the “Jersey Shore” became synonymous with a summer pilgrimage for many Quebec families. Today, however, the county faces the possibility that this legacy connection may wane if current trends persist.
Shifting Tourism Strategies
To counteract the slump, Cape May County tourism officials are expanding digital marketing campaigns aimed at Canadian audiences and leveraging social media to retain visibility. French-language content is being promoted across Instagram and Facebook, and local businesses are being encouraged to offer flexible booking policies to reduce financial anxiety for international travelers.
Meanwhile, Visit New Jersey, the state’s official tourism arm, is working with Brand USA to restore confidence in cross-border travel. “We understand the economic strain Canadians are under,” a state spokesperson said. “But we also know the enduring emotional connection they have with our shore towns. Our goal is to keep that bond alive.”
Looking Ahead: Hope on the Horizon?
Despite the challenges, optimism lingers among Wildwood’s hoteliers and boardwalk vendors. The hope is that currency exchange rates will normalize, political rhetoric will cool, and the economic situation will improve on both sides of the border.
Some Canadian families have already booked for summer 2026, suggesting that the love affair with Wildwood may only be on pause — not permanently ended.
“We’re holding out hope,” said Thompson. “Maybe not this year, but next summer, we’ll see our Canadian families again.”
For more travel news like this, keep reading Global Travel Wire
