After a significant drop in Canadian visitors and spending during 2025, New York State has launched a promotional campaign to encourage its northern neighbours to make the trip across the border again.
Canada is the biggest source of international visitors to New York, but Canadian visitor numbers fell by 26% in 2025, while spending by Canadians declined by 28%. To address this, the New York Department of Economic Development has announced that businesses across the state are now offering special deals from the end of summer through to winter2026 in a “NY loves Canada” tourism drive.
Lasting through August and September, and in some cases until December, the campaign brings together discounts and promotional offers from participating businesses, including accommodation providers in iconic destinations such as Niagara Falls, the Thousand Islands region, the mountain scenery of the Adirondacks and the Big Apple itself.
It comes alongside New York City’s own “Northern Neighbour Deal”, a programme of discounts on the city’s attractions, hotels, restaurants and Broadway tickets.
Commenting on the promotion, New York Governor Kathy Hochul said, “Canada is a strategic and vital ally to New York, and the state’s tourism businesses are feeling the impact of fewer visitors traveling to our communities.”
Hochul continued: “Our message is one of love: New York loves Canada, despite whatever headwinds may challenge our fellowship. This new program is our invitation to Canadian travelers. New York and Canada are neighbors by geographic destiny, but we are friends by choice, and we want our Canadian companions to know that they are welcome in New York State.”
The fall in Canadian visitor numbers comes amid an ongoing period of animosity between Canada and the United States, following a series of remarks repeatedly made by President Donald Trump, threatening Canada with trade tariffs and suggesting it could become the 51st US state. In retaliation, Canadians stayed away from the US in their droves, with visitor numbers falling for several consecutive months after Trump’s election and airlines even adjusting schedules to cater to the shift in demand.
Canadians are not the only ones showing their distaste for Trumpian politics, in a tourism phenomenon so pronounced that it has earned its own moniker: the Trump Slump. Despite this, New York overall enjoyed an increase in total visitation, albeit a modest 1.1%, reaching 321 million visitors. International tourism**, however,** fell by 6%, and the Canadians who are no longer popping over the border into western and northern areas have made their absence felt, contributing $480 million less to New York’s economy.
