Windsor, Ontario – Amid growing trade tensions and shifting economic conditions, a new travel pattern is emerging along the Canada-U.S. border. While fewer Canadians are choosing to vacation in the United States in 2025, the Windsor-Essex region continues to welcome a steady stream of American tourists, especially from the nearby Detroit area.
According to Tourism Windsor Essex Pelee Island (TWEPI), the region remains a stronghold of binational tourism, with Americans making up nearly one-third of over 5 million visitors annually. Despite Canadian caution around U.S. travel, Windsor’s cultural and historic offerings, local businesses, and short distance from Detroit continue to attract American visitors, highlighting both opportunity and vulnerability in this cross-border dynamic.
Walkerville Brewery: A Symbol of Cross-Border Success
In the heart of Windsor’s historic Walkerville district, Walkerville Brewery stands as a symbol of resilient cross-border cooperation. Co-owner Mike Brkovich notes a strong influx of American visitors, particularly from Detroit-area cycling and running clubs, many of whom are drawn by the region’s scenic routes and proximity to Caesars Windsor.
Interestingly, Walkerville Brewery has shifted operations toward Canadian suppliers, reducing reliance on American imports in response to trade policy uncertainty. Yet, Brkovich emphasizes that this national sourcing hasn’t diminished American interest or loyalty. Instead, the brewery sees positive, friendly engagement across borders — a testament to enduring goodwill between the two cities.
Rum Runners Tour Sees Sell-Outs Despite Economic Concerns
Across town, Encore Productions, which runs the acclaimed Rum Runners Tour, is enjoying robust summer sales. Owner Glen Bacarro confirms that all eight summer tour dates sold out quickly, illustrating the continued draw of Windsor’s Prohibition-era heritage for American tourists.
The tour connects Windsor’s history as a smuggling hub with Detroit’s underground speakeasies, and this shared narrative continues to resonate with visitors from both sides of the border. For Bacarro, the success of Rum Runners shows the cultural bond between the cities remains stronger than any political or economic divide.
Challenges for Heritage Attractions
However, not all tourism sectors are seeing equal success. Sandwich First Baptist Church, one of Canada’s oldest Black churches and a critical site on the Underground Railroad, has experienced a sharp drop in American visitation.
Historian and tour guide Lana Talbot shares that prior to the recent trade-related downturn, the church would regularly welcome multiple tour buses weekly. Now, that traffic has all but disappeared. “Tariffs hurt more than trade,” she says. “They damage trust and heritage exchange.”
Talbot continues to extend a warm welcome to American visitors, hoping that renewed investment in heritage tourism marketing and school-based travel programs will reignite interest in this vital chapter of Canadian history.
Financial Pressures Shift Travel Priorities
Across the board, tourism leaders are noticing changes in traveller behavior. Gordon Orr, CEO of TWEPI, explains that many families are tightening budgets, cutting back on discretionary expenses like cross-border vacations due to economic instability. As a result, booking windows are shorter, and travel decisions are often made last-minute.
Despite this, Orr emphasizes the strategic importance of American travelers to the region. TWEPI continues to market Windsor-Essex as a “two-nation destination”, leveraging proximity to Detroit and shared cultural narratives to encourage weekend visits and extended stays from U.S. residents.
Building for a Resilient Tourism Future
Looking ahead, tourism operators and policymakers in Windsor-Essex are embracing a diversified tourism strategy. This includes strengthening Canadian domestic travel, enhancing storytelling at local heritage sites, and promoting unique experiences like craft beer trails, culinary tours, and nature excursions across Pelee Island and the Lake Erie North Shore.
Investing in under-promoted attractions such as the Sandwich First Baptist Church, and creating more community-driven events that link Windsor and Detroit, can help ensure long-term sustainability. These strategies align with TWEPI’s commitment to inclusive tourism development, where history, culture, and economic benefit are shared across all communities.
Cross-Border Ties Endure Despite Global Uncertainty
Even in an era marked by economic and geopolitical challenges, Windsor-Essex remains a shining example of resilient cross-border tourism. By maintaining strong community connections and creatively navigating shifting travel trends, the region is poised not only to recover but to thrive.
While fewer Canadians are crossing into the U.S. due to changing policies and travel sentiment, American tourists continue to see Windsor as a welcoming, affordable, and culturally rich destination just minutes from downtown Detroit.
As stakeholders adapt and innovate, Windsor-Essex’s future as a binational tourism hub remains bright, rooted in history and built on relationships that no tariff can undo.
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