Insights Driven by Data: Understanding Today's Canadian Travelers

In a recent Insights Driven by Data article, I explored how travelers to New York are increasingly replacing longer vacations with shorter, more frequent "micro-adventures." Mobile location data showed average visitor stays shrinking dramatically over the past several years as travelers embraced weekend getaways and quick escapes.

But, as with most tourism trends, there are exceptions and nuances.

One of the biggest tourism stories of 2026 is that, despite persistent inflation concerns, elevated fuel prices, and economic uncertainty, people haven't stopped traveling; they've simply changed how and where they travel.

In the United States, travel demand has remained remarkably resilient. U.S. travel spending increased 3.6% during the first half of 2026, while domestic air passenger volumes remained near record highs, according to U.S. Travel Association. Although 40% of travelers cited concerns about gas prices, research from Longwoods International and Miles Partnership found that rising costs were influencing how people traveled more than whether they traveled.

Across the northern border, however, a different story is unfolding.

Following various political and economic tensions between Canada and the United States, Canadian travel sentiment shifted dramatically. According to a Longwoods International Canadian Travel Sentiment Report, 57% of Canadian travelers say current U.S. government policies, trade practices, or political statements make them less likely to travel to the United States, while nearly one-quarter canceled a previously planned U.S. trip and 57% do not intend to visit the U.S. within the next year.

Statistics Canada reports that Canadian-resident return trips from the United States fell 25.4% in 2025 compared with 2024, the steepest and most sustained non-pandemic decline in cross-border travel since digital recordkeeping began in 1972. This pullback largely persisted in the early months of 2026, signaling what Statistics Canada describes as "a persistent shift away from the United States" in Canadian travel preferences.

A recent survey from Leger examines the differing perceptions that Americans and Canadians have of the relationship between the two countries. The study found that Canadians hold a mixed view of the United States and are significantly more likely to believe there is a divide between the neighboring nations, reflecting broader shifts in attitudes that may also be influencing travel decisions.

Statistics Canada also found that the decline in U.S. visits was almost entirely offset by increased domestic and overseas travel:

• In 2025, Canadians took 5 million more domestic trips than in 2024, while overseas travel increased by 1.3 million visits, with Europe and Asia seeing the strongest growth as destinations.
• Expenditures on trips to the United States fell by $3.3 billion in 2025, while overseas leisure travel spending grew by $3.6 billion, indicating that Canadians still spent on travel but chose different destinations. 

Yet amid this broader decline, a look at Canadian visitor behavior within upstate New York State tells us more.

Visitor data (courtesy of Rove) that compares the average of upstate New York county KPIs from 2025 to the first half of 2026 reveals that Canadians who visited upstate New York this year actually spent slightly more time in the state than they did last year, with overnight visitation climbing from 51.4% to 57.1%.

The most eye-catching change was how far visitors traveled: The average Canadian visitor to upstate New York traveled 505 miles during their trip in 2026, compared with 366 miles the previous year (a 38% increase). Longer trips and overnight stays typically translate into higher visitor spending on lodging, dining, attractions, and retail, making each Canadian visitor potentially more valuable despite the overall decline in visitation.

This dramatic increase in distance traveled is primarily driven by a higher proportion of visitors from Alberta and British Columbia and a lower proportion of Ontario residents, but the takeaway is still the same regardless of whether the traveling occurs in Canada or New York: more stops and more spending.

If Canadian visitors to upstate New York are traveling farther, regional collaboration for destinations becomes even more important. Instead of marketing individual attractions, destinations can encourage multi-stop itineraries that connect downtowns, parks, museums, wineries, culinary experiences, and outdoor recreation across neighboring communities. Every additional stop creates another opportunity for visitor spending and another reason to stay overnight. As I elaborated on in “What We Can Learn From AI Travel Assistants,” tailoring your destination’s message to travelers from particular nations (or even more specific geographic areas) is a much wiser strategy than general marketing efforts.

Another notable shift is that repeat visitation to upstate New York declined from 51.6% in 2025 to 44.0% in 2026. Although this may look like a negative statistic, the optimistic perspective is that a greater proportion of new travelers are coming from Canada to upstate New York. This means that first impressions matter more than ever. Clear itineraries, welcoming visitor information, and easy-to-discover experiences become essential tools for converting first-time visitors into repeat guests.

Looking again at national-level data, there are also encouraging signs that the Canadian market may be stabilizing. According to the U.S. Travel Association, Canadian visitation to the United States remained 8% below last year's levels during the first half of 2026, but the pace of decline continued to improve; May marked the first year-over-year increase since 2024. While recovery remains uneven, it suggests that rebuilding demand is possible.

The lesson isn't that the “micro-adventure” trend has disappeared. Rather, it reminds us that tourism is rarely one-size-fits-all.

For destination marketers, that means success is no longer measured solely by visitor volume. Understanding who is traveling, how they travel, and what motivates them may be even more valuable. While many Canadians have postponed U.S. travel, those who continue to choose New York are demonstrating a greater willingness to explore, stay overnight, and invest in richer experiences. As travel sentiment continues to recover, destinations that understand those evolving behaviors will be the ones best positioned to grow.

Key Takeaways:

• Canadian travel demand has declined, but is starting to look more optimistic.
• Fewer visitors can still generate economic value through longer, farther-reaching trips.
• Regional partnerships encourage exploration, overnight stays, and visitor spending.
• Geographically-targeted marketing is more effective than general campaigns
• Understanding traveler behavior is more valuable than measuring visitor volume alone.