Mar 11, 2025
Last month, the number of Canadian vacationers in the United States experienced a significant decline, with bookings dropping by 40% compared to the previous year, according to Flight Centre Canada.
This downturn is largely attributed to US President Donald Trump's imposition of tariffs on Canadian goods and his contentious remarks about annexing Canada as the 51st state. These actions have sparked a wave of nationalism among Canadians, leading to various forms of protest and shifts in consumer behaviour.
Canadians are choosing domestic and alternative international destinations
The decline in US travel is not limited to air travel. Data from Cascade Gateway indicates a 30% reduction in southbound crossings at Surrey's Peace Arch border in February.
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Travel agencies report that Canadians are opting for destinations outside the US, with increased interest in countries such as Vietnam, Mexico, Portugal and Eastern European nations. "Canadians are a really proud country and they're angry... they don't want to be spending [their dollars] in the US right now," Claire Newell, president of Travel Best Bets, told Global News.
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Canadians are boycotting US products and services
Beyond altering travel plans, Canadians are actively boycotting American products and services. An Angus Reid Institute survey found that 78% of Canadians intend to purchase more domestic products, and 59% are boycotting US-made goods. The grocery sector is at the forefront of this shift, with 98% of respondents aiming to buy Canadian groceries. Additionally, 48% are cancelling or delaying trips to the US, and 41% are reducing their use of American e-commerce platforms such as Amazon.
This consumer shift extends to the beverage industry. Several Canadian provinces have removed American-made alcohol from liquor store shelves. Jack Daniel's, a prominent US whiskey brand, criticized these measures as disproportionate, stating they are "worse than tariffs." The Liquor Control Board of Ontario (LCBO) has ceased purchasing US products, leading to their unavailability in stores across the whole province.
Canadians are supporting local businesses and industries
Canadian businesses are adapting to these changes by sourcing locally and seeking non-US suppliers. For example, Tinhouse Brewing Company in British Columbia is now purchasing more Canadian grain and sourcing cans from China instead of the US. Owner Phil Smith told Reuters that, while Chinese cans are slightly cheaper, the shift reflects a broader Canadian reaction to US tariffs, including a preference for local products.
But Smith anticipates a downturn in the number of US customers visiting his brewery and hopes the 'Buy Canadian' movement inspires more Canadians to visit.
"If it's made up for by locals staying local and buying local, then maybe it will net out," said Smith. "I suspect in the end, all of this is going to be a net loss for everybody: small business, big business and the consumer."
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The bottom line
The imposition of US tariffs has led to a substantial decline in Canadian travel to the United States and a broader movement towards supporting domestic products and services. There is no doubt this trade war will have significant and far reaching impact on both sides of the border. But there is no doubt that Canadians are coming together, united, in efforts to make clear that Canada isn't powerless in this battle.
Sources
1. Cascade Gateway: Dashboard
2. Global News: Canadian leisure travel to U.S. down 40% in February, Flight Centre says (March 7, 2025)
3. Reuters.com: Canadian brewer buys local grain, Chinese cans due to US tariffs (March 5, 2025)
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Leslie Kennedy served as an editor at Thomson Reuters and for Star Media Group, followed by a number of years as a writer and editor and content manager in marketing communications, before returning to her editorial roots. She is a graduate of Humber College’s post-graduate journalism program and has been a professional writer and editor ever since.
