Buffalo’s billboard plea falls flat
This summer, Buffalo launched a heartfelt campaign to welcome back its northern neighbors with a billboard stating “Buffalo Loves Canada” and a $500 gift card giveaway. Although more than 1,000 Canadians participated, the expected wave of visitors never materialized. By late July, tourism officials confirmed that Canadian travel to Buffalo had significantly dropped compared to previous years.
This local disappointment highlights a nationwide issue. From small towns near the northern border to major destinations like Las Vegas and Los Angeles, international tourism to the U.S. is waning. Industry experts attribute this to President Trump’s renewed immigration crackdowns, sweeping tariffs, and controversial statements about Canada and Greenland.
Forecasts point to a steep decline
The World Travel & Tourism Council warned the U.S. would be the only one out of 184 countries analyzed to experience a drop in foreign visitor spending in 2025. This signals a troubling decline in the country’s global tourism appeal. Julia Simpson, president and CEO of the council, criticized the trend, noting that other nations are opening doors while the U.S. appears to be closing them.
Supporting this, Tourism Economics predicted an 8.2% decrease in international arrivals to the U.S. next year. Although slightly better than earlier forecasts, it still lags far behind pre-pandemic levels. Analysts blame this slump on a mix of rising travel costs, political tension, and growing global uncertainty.
Hostility deters global participation
Events like the International Lindy Hop Championships in New York have seen international participants cancel due to the perceived hostility from the U.S. government. Co-producer Tena Morales reported foreign dancers withdrawing from the competition, prompting organizers to consider relocating the event abroad.
In Washington D.C., tourism officials anticipate a 5.1% drop in foreign visitors. In response, Destination DC plans a campaign focused on presenting the human side of the city to counteract negative perceptions. Official U.S. data shows a loss of more than 3 million overseas visitors in the first seven months of the year alone.
Tourist decline hits key regions
Western Europe, Asia, and Africa have all seen fewer citizens traveling to the U.S. Visitors from Denmark dropped 19%, Germany 10%, and France 6.6%. Similar declines were recorded in Hong Kong, Indonesia, the Philippines, and many African nations. However, some countries like Argentina, Brazil, Italy, and Japan bucked the trend with increased travel to the U.S.
Canada, traditionally the top foreign visitor source, saw dramatic drops. In a reversal not seen in two decades, more Americans traveled to Canada than the other way around in June and July. Visits by car dropped 37% and by plane 26% year over year, according to Statistics Canada.
Filling the void with domestic demand
Not all U.S. regions suffered. Eastern Wisconsin’s Door Peninsula saw strong turnout from domestic travelers. Similarly, U.S. airlines filled international seats with American passengers booking premium fares. The Federal Aviation Administration reported record Labor Day bookings, expecting the busiest weekend in 15 years.
Buffalo, however, continues to feel the absence of its Canadian neighbors. With Canadians contributing over 20 million visits in 2024, their reluctance in 2025 is stark. Patrick Kaler of Visit Buffalo Niagara emphasized that their absence isn’t just financial—it’s deeply felt. The city has since redirected marketing toward other U.S. cities and youth sports events to compensate.
