This summer, a bold marketing campaign appeared on a major highway connecting Toronto to New York, sending a warm message to Canadian drivers: “Buffalo Loves Canada.” This initiative, featuring a giveaway of a $500 gift card, was aimed at showcasing Buffalo’s hospitality and ensuring Canadian tourists felt welcomed. However, despite the optimistic start, the city’s expected influx of Canadian visitors never materialized, marking a significant shift in the tourism landscape.
The campaign, run by Visit Buffalo Niagara, received a promising start, with over 1,000 individuals entering the giveaway. But by the end of July, it became clear that the anticipated summer wave of Canadian tourists was nowhere to be found. Buffalo’s tourism struggles mirror a larger trend in the U.S., where international visitor numbers have been on the decline, and experts suggest that this downturn may be long-lasting.
Buffalo’s experience highlights a larger, concerning trend for international tourism in the United States. Across the country, from smaller northern border towns to well-known tourist hotspots like Las Vegas and Los Angeles, fewer foreign visitors were seen this summer. This decline, which began in February, is attributed by travel analysts to a combination of factors, particularly political shifts under President Donald Trump’s second term in office. Analysts argue that Trump’s tariffs, immigration policies, and contentious rhetoric surrounding Canada and Greenland may have contributed to this slump.
Patrick Kaler, CEO of Visit Buffalo Niagara, expressed disappointment at the sharp decrease in Canadian visitors, noting that the situation was especially frustrating due to the nature of the rhetoric, which could be easily changed. He emphasized that it is disheartening to witness a significant drop in international tourism, particularly from Canada, given the importance of these visitors to Buffalo’s economy.
Looking ahead, projections suggest that the U.S. is set to experience a decline in foreign visitor spending. The World Travel & Tourism Council forecasted that, in 2025, the U.S. would be the only country out of 184 studied to see a reduction in spending from international visitors. This decline is being viewed as a clear indicator that the global appeal of the U.S. is diminishing.
Julia Simpson, president and CEO of the World Travel & Tourism Council, noted that while other countries are welcoming tourists with open arms, the U.S. government’s policies are sending the opposite message. The U.S. is seen as placing barriers to entry, creating an unwelcoming environment for international travelers.
Tourism Economics, a research firm, also projected a decrease in international arrivals, estimating an 8.2% drop in 2025. Although this represents an improvement from earlier predictions of a 9.4% decline, it remains a significant reduction from pre-pandemic visitor numbers. The firm emphasized that the sharp decline in inbound travel observed in May, June, and July is likely to continue in the months ahead, further impacting U.S. tourism.
In addition to political factors, other elements have compounded the U.S.’s tourism challenges. Rising travel costs, political uncertainty, and ongoing geopolitical tensions have created an environment that makes international travel to the U.S. less appealing. According to Deborah Friedland, managing director at Eisner Advisory Group, the combination of these factors has made the U.S. a less attractive destination for tourists.
Trump’s policies, particularly the travel ban targeting African and Middle Eastern nations, along with stricter visa regulations and immigration enforcement, have further alienated potential visitors. These measures, combined with the president’s focus on tariffs, have given some citizens from abroad the impression that the U.S. is no longer a welcoming destination for them.
Perception is reality, said Friedland, emphasizing that these policies have significantly impacted the perception of the U.S. as a travel destination.
The shift in sentiment has also affected cultural and entertainment events in the U.S. In one notable example, organizers of the International Lindy Hop Championships in New York City decided to postpone the event after receiving feedback from international competitors who felt unwelcome. The competition, which typically attracts participants from countries like Canada and France, saw many international competitors pull out. Tena Morales, co-producer of the event, said that nearly half of the attendees come from outside the U.S., and with the current climate, many were unwilling to travel to the U.S.
Similarly, Washington, D.C., has felt the effects of declining international tourism. The city’s marketing organization, Destination DC, projected a 5.1% decrease in international visitors for the year. In response, the organization launched a campaign to counter negative perceptions of the city and highlight its welcoming and personal side.
According to U.S. government data, there has been a significant decrease in international arrivals during the first seven months of the year. The number of overseas visitors (excluding those from Canada and Mexico) dropped by over 3 million, or 1.6%, compared to the previous year. This decline was particularly noticeable from Western Europe, where countries like Denmark, Germany, and France saw reduced travel to the U.S. Similarly, Asian countries such as Hong Kong, Indonesia, and the Philippines reported a decline in visitors to the U.S.
However, visitors from countries like Argentina, Brazil, Italy, and Japan have continued to travel to the U.S., showing that the decline in tourism is not uniform across all nations.
Despite the struggles faced by destinations like Buffalo, some U.S. areas have reported stronger tourism figures. Destination Door County in Wisconsin, for example, saw a strong summer season, fueled by loyal Midwest visitors. The steady stream of domestic tourists helped local businesses recover from a slower start to the season, leading to bustling sidewalks and packed restaurants.
In the airline industry, demand for premium domestic flights has remained strong, and U.S. airlines are expecting a busy Labor Day weekend. While international travel may be struggling, domestic tourism has picked up some of the slack, with airlines reporting a 2% increase in bookings compared to 2024.
For Buffalo, however, the absence of Canadian tourists remains a visible issue. According to Kaler, Visit Buffalo Niagara has shifted its marketing efforts to focus on cities like Boston, Philadelphia, and Chicago to compensate for the drop in Canadian visitors. Amateur children’s sporting events have also been used to fill the void.
Despite the challenges, Kaler remains hopeful. He emphasized that Canadians are always welcome in Buffalo and that the city values them far more than just their economic contribution.
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