Florida has been hit by the decline in Canadian tourism to the U.S., losing approximately 500,000 Canadian visitors in 2025.
But a look at the broader data suggests a more positive picture for the state’s tourism.
Florida welcomed a total of 143.3 million visitors in 2025, according to
, representing a 0.2 per cent increase from 2024, while overseas visitation was up 4 per cent (though numbers remain below pre-pandemic levels).
Canadians accounted for 6.5 per cent of all visitors, with 2.9 million trips recorded in 2025 — down 14.7 per cent from the previous year, but still a substantial number and making Canada the state’s leading international source of visitors.
Following a slump in Canadians travelling to the U.S., tourism boards from south of the border are stepping up efforts to win visitors back.
This includes Visit Florida, which, on April 16, hosted an event at Toronto’s The Real Sports Bar to promote travel to the state and showcase its commitment to the Canadian market.
In an
, the tourism board’s Erin Cramer reaffirmed the sentiment, saying: “We’re still fully committed to the Canadian market…We’ve had such a great relationship with Canada, and we want to maintain that.”
Florida isn’t alone in its effort to turn up the charm on Canadian travellers.
In March, Travel Nevada held three promotional events across Canada, in Toronto, Montreal and Calgary, to encourage tourism to the state and express gratitude to the Canadian market.
It comes after Las Vegas, Nevada’s most populous city, recorded a 7.5 per cent decline in visitors in 2025 from the previous year, with Canadian visits declining by approximately 24 per cent, according to the
Las Vegas Convention and Visitors Authority (LVCVA)
.
Still, Canada remains Las Vegas’s largest international source market, with 1.2 million Canadian visitors in 2025 — roughly a quarter of all international arrivals.
Now, the LVCVA is considering a a $6 million, five-year marketing agreement aimed at boosting Canadian travel to the city, reports
.
Elsewhere, California launched a $5.2 million tourism campaign aimed at welcoming Canadians to the state in April 2025.
Governor Gavin Newsom urged Canadians to visit
, saying: “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans.”
The city of Palm Springs displayed 40 red banners featuring the Canadian flag shaped as a heart, in an effort to make it clear that the resort destination stands with Canada amid tensions with the U.S.
Despite these efforts,
Visit California recently reported
that visits from Canadians were down 18.6 per cent year-over-year in February 2026.
But, again, Canada remained the state’s leading international market, representing 89,295 visitors that month.
The broader trend reflects this sustained decline in Canadian travel to the U.S.
Overall visits fell 22 per cent in January 2026 compared to the year before, according to
, marking the 13th consecutive month of year-over-year decreases — even as Canadians increased travel to other international destinations by 10.6 per cent.
Airlines have responded by adjusting capacity, with
Air Transat cancelling all U.S.-bound flights
for the 2026 summer season and
WestJet suspending 16 U.S. routes
.
However, Porter Airlines is moving in the opposite direction, adding
to U.S. cities including Austin, Boston, Chicago and Nashville this summer.
And while Canadian travel to the U.S. is undeniably down, the market remains significant.
Millions of Canadians still travel south of the border each year, underscoring that the U.S. tourism market, while under pressure, remains far from disappearing.
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