As the summer tourism season begins, New England states are seeing a sharp drop in Canadian visitors, with some Canadians choosing to boycott travel to the U.S. This has prompted concern among business owners and officials who hope to rekindle interest in cross-border tourism.
Maine, known for its picturesque coastline and dubbed “Vacationland” on its licence plates, has seen a noticeable decline in Canadian tourists this year. David Rowland, co-owner of York Beach Beer Company, has observed fewer Canadian license plates and surfers on York Beach.
“Long Sands Beach is usually packed with visitors from Quebec and New Brunswick — not this year,” Rowland said. “We still have great beer, beautiful waves, and welcoming people. Don’t be afraid of us. We’re not afraid of you. We’re sorry.”
According to recent data, land crossings into Maine from February to May were down 27% compared to the same period last year.
The downturn extends beyond Maine. At a recent summit in Boston between northeastern U.S. governors and Eastern Canadian premiers, Massachusetts Governor Maura Healey reported a projected 20% drop in Canadian travel bookings. Vermont has seen a 45% decline in Canadian hotel reservations, and Canadian credit card spending is down 36%. New York City is also reporting a 45% decrease in bookings by Canadian visitors.
Governor Healey attributed the decline not only to lost tourism revenue but also to broader supply chain disruptions and growing apprehensions about travel safety and border conditions.
Much of the blame has been placed on former President Donald Trump’s rhetoric and policies, including comments suggesting Canada could become the 51st state and the imposition of tariffs on Canadian goods such as steel and aluminum.
Maine Governor Janet Mills shared that a long-standing bed and breakfast catering to Canadians has been hit with numerous cancellations. “It’s less about the tariffs and more about hurt national pride,” she said.
When asked whether Canadians should be encouraged to travel to the U.S., Ontario Premier Doug Ford and New Brunswick Premier Susan Holt instead promoted domestic travel.
“I’m not going to tell Canadians to visit the U.S. right now,” Holt said. “We should explore Nova Scotia or stay local. This relationship needs to heal, and normalcy must return.”
In an effort to repair relations, Maine has placed welcoming signs at border crossings and visitor centers. Governor Mills plans to visit New Brunswick and Nova Scotia next week to meet with provincial leaders and promote Maine as a travel destination.
A May Leger poll found that while Canadian interest in summer travel remains strong, intent to visit the U.S. is sharply declining — only 10% plan to travel south this summer, compared to 23% last year. Among those reconsidering U.S. travel, 75% cited recent tariff announcements as a factor, while concerns about safety, exchange rates, border delays, and feeling unwelcome also played roles.
Business impacts vary. At The Nevada Hotel in York Beach, manager Valerie Fedorchak said Canadian visitors are still showing up. “We’re lucky — we haven’t seen a major change,” she said.
