NEW YORK, VERMONT, MAINE – June 2025 — With cross-border tourism from Canada continuing to falter, U.S. northern border states are stepping up efforts to attract their northern neighbors back — launching dedicated “Canadians-only” travel incentives, discounts, and marketing campaigns to revive a vital sector of their tourism economies.
In destinations like New York’s Adirondack region, Vermont’s scenic mountain towns, and Maine’s Atlantic coastline, Canadians have long been the backbone of seasonal tourism. But a sharp decline in visits — attributed to political tensions, economic disparities, and a strong U.S. dollar — has spurred regional tourism leaders into action.
Tourism Drought Hits U.S.-Canada Border Communities
Once a staple of summer life in places like Plattsburgh, New York, Canadian license plates and French-speaking visitors have noticeably thinned out in recent months. According to Kristy Kennedy, Vice President of Marketing at the North Country Chamber of Commerce, “Our leisure travel market is about 70% Canadians — it’s a very large part of what we do.”
Hotel bookings, marina reservations, and campground stays have all seen declines. Paul Dame, owner of Bluff Point Golf Resort, reported a 30% drop in business this spring, attributing it to the strained diplomatic climate. “It’s disheartening,” he said in an interview with CBC.
Similar reports are emerging from Vermont, where the Kingdom Trails Association has seen its Canadian mountain biking guests halved since last year. Executive Director Abby Long warned that ripple effects are already reaching local restaurants, accommodations, and gear shops.
Cross-Border Specials: A Strategic Invitation
In response, New York tourism stakeholders have launched a new initiative: “Cross-Border Specials”, unveiled on June 1 by the North Country Chamber of Commerce. Participating businesses now offer exclusive pricing and perks for Canadian visitors.
Notable deals include:
- Bluebird Lake Placid Hotel: 30% discount through August for Canadian residents.
- Bluff Point Golf Resort: Free sleeve of Callaway Canada golf balls for Canadian players.
- Adirondack ElliptiGO, Plattsburgh: Free full-day rentals for Canadians with ID, plus lakeside drink vouchers at Cabana Beach Bar.
“We want to remind Canadians that they are valued here,” Kennedy added. “The idea is to make travel affordable and welcoming again.”
Vermont and Maine Follow Suit
In Vermont, Jay Peak Resort, located just miles from the border, has long offered “at-par” pricing, allowing Canadian guests to pay U.S. list prices in Canadian dollars — a significant discount when exchange rates are unfavorable.
Resort President Steve Wright emphasized the importance of Canadian visitors, stating, “About 60% of our summer traffic is Canadian. If this continues, workforce reductions are likely.”
The Vermont Brewers Festival in Burlington is also participating in the trend, offering at-par admission and inviting Quebec breweries to pour alongside U.S. brewers. “We want to show we care,” said Festival Director Emma Arian. “This is about gratitude and collaboration.”
Meanwhile, in Maine, Governor Janet Mills has introduced bilingual “Bienvenue Canadiens” signage across highways and ports of entry. Hotel groups like the Kennebunkport Resort Collection are offering 10–15% discounts and complimentary bottles of sparkling wine as part of their “O Canada” package.
Spreading the Welcome Across the North
The movement isn’t limited to the Northeast. In Washington State, the “Open Arms for Canada” campaign offered 30% off to Canadian visitors in May across multiple locations, including the Pacific Science Center and Semiahmoo Resort near the British Columbia border.
The message across all these campaigns is clear: U.S. border states are extending a hand of friendship — and a discount — to their Canadian neighbors.
Economic Stakes Are High
According to Statistics Canada, car travel from Canada to the U.S. fell 35.2% in April 2025, marking four consecutive months of year-over-year decline. The trend is deeply affecting red and blue states alike.
- North Dakota has lost an estimated $13.4 million in Canadian visitor spending.
- In Montana, bookings by Canadians dropped a staggering 73% between January and March, reported Discover Kalispell.
- One hotelier in the region faced a $35,000 revenue loss due to the cancellation of a single Canadian tour group.
These economic figures highlight the urgency behind the current marketing campaigns, particularly in rural tourism-dependent towns where international visitors form the majority of the market share.
Looking Ahead: Recovery Through Regional Cooperation
Tourism authorities and business owners alike are optimistic that gestures of goodwill and financial incentive will help revive cross-border tourism, which has been a linchpin of regional economies for decades.
From complimentary bicycle rentals in New York to bilingual signage in Maine and beer festivals in Vermont, the aim is not only to recapture lost revenue but to rebuild trust and familiarity with Canadian travelers.
As the summer travel season intensifies, tourism advocates on both sides of the border hope that these tailored initiatives will rekindle cross-border ties and once again fill highways, hotels, trails, and cafes with Canadian guests.
“We’ve always had a great relationship with our neighbors to the north,” said Kennedy. “Now, we’re just making sure they know the welcome mat is still out — and it’s written in English and French.”
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