NY to Battle its Problem with Canadian Tourists
New York has a big problem with Canadian tourists.
I was recently talking with someone who said he's noticed fewer and fewer Canadian license plates on the road this summer. It turns out that he is pretty observant. According to recently released statistics, there's been more than a 25% drop in our friends from the North coming to spend money in New York this year.
The problem is so bad that state officials are now trying to convince Canadians to come back.
Canadian Tourism Takes a Big Hit in New York
Canada has traditionally been New York's largest source of international visitors, but new numbers released by the state show a dramatic change in that relationship.
According to Governor Kathy Hochul's office, Canadian visitation to New York fell by more than 26% in 2025. Even more concerning for businesses that rely on tourism, spending by Canadian visitors dropped 28% compared with the previous year.
The decline stands out because tourism in New York actually increased overall. The state welcomed approximately 321 million visitors in 2025, an increase of 1.1%. International tourism, however, fell by 6%, with the loss of Canadian visitors accounting for a significant part of that decline.
Those missing tourists can have a real impact on hotels, restaurants, stores and attractions, especially in communities that have traditionally counted on Canadians making the trip south.
New York Launches "NY LOVES CANADA"
In an attempt to bring those visitors back, New York has launched a new promotion aimed directly at Canadians.
The "NY LOVES CANADA" campaign is being promoted through I LOVE NY and features special deals on lodging and attractions throughout the state. Some businesses are offering discounts specifically designed to help Canadian travelers make up for the unfavorable exchange rate.
Most of the promotions are aimed at late-summer and early-fall travel in August and September, although some deals will continue through December.
"Our message is one of love: New York loves Canada, despite whatever headwinds may challenge our fellowship," Hochul said in announcing the campaign.
New York City has also launched its own "Northern Neighbour Deal," offering Canadian visitors discounts on hotels, attractions, restaurants and Broadway shows.
Why Aren't Canadians Coming to New York?
The state announcement doesn't specifically blame one thing for the dramatic decline. The exchange rate certainly hasn't helped, making trips to the United States more expensive for Canadians.
But the drop has also come during a period of strained relations between the United States and Canada, which has resulted in some Canadians reconsidering travel south of the border.
Whatever the reason, New York clearly wants them back.
State tourism officials say they have been actively courting Canadian travelers through advertising, social media campaigns and other outreach. New York has also participated in trade missions to Montreal and Toronto in an effort to strengthen economic ties.
The new tourism campaign is another attempt to remind Canadians that they're still welcome here.
New York Hopes Canadians Will Return
While the impact may be most noticeable in places such as Niagara Falls, the Thousand Islands and Adirondacks, fewer Canadian visitors can affect tourism businesses throughout New York.
The state is hoping discounts and a direct invitation will be enough to reverse the trend and convince more Canadians to cross the border for a late-summer or fall getaway.
