Published on
November 18, 2025
By: Tuhin Sarkar
Connecticut has joined forces with Georgia, Idaho, Maine, Minnesota, New Hampshire, and other U.S. states in rolling out bold new tourism campaigns aimed at attracting Canadian tourists. After facing a sluggish decline in Canadian visits, these states are now fighting back with innovative strategies to revive the American travel economy. The drop in Canadian tourism has had a noticeable impact on the U.S. tourism sector, prompting states like Connecticut to step up with tailored marketing efforts. This exciting update reveals how Connecticut and others are working tirelessly to win back Canadian tourists. Stay tuned for the latest developments in U.S. tourism!
Travel in Brief:
| Key Fact | Details |
|---|---|
| States Involved | Connecticut, Georgia, Idaho, Maine, Minnesota, New Hampshire, and more. |
| Reason for Campaigns | A sluggish decline in Canadian tourism, which has negatively impacted the U.S. travel economy. |
| Focus of Campaigns | Tailored marketing efforts aimed at reviving Canadian tourism through special promotions and outreach. |
| Impact on U.S. Travel Economy | Canadian tourists play a significant role in boosting the U.S. tourism economy, prompting immediate action. |
The Fierce Competition to Attract Canadian Tourists in 2025
In 2025, U.S. states are in a fierce battle to capture the attention and wallets of Canadian tourists. With the Canadian market in sharp decline, tourism boards in Connecticut, Georgia, Idaho, Maine, Minnesota, New Hampshire, South Carolina, and Utah have launched aggressive new tourism campaigns aimed at bringing back the Canadian tourists who have traditionally been vital to U.S. tourism.
The Canadian tourism sector is crucial for U.S. states, especially those located in the northeastern and western parts of the United States, which have always seen a large volume of visitors from across the border. In this article, we’ll look at how each state is responding to the challenge with new tourism strategies, the staggering drop in Canadian tourist numbers, and what these states are doing to bring those valuable visitors back in 2025.
| U.S. State | Tourism Campaign(s) (for Canadian tourists) | Recorded Loss/Data for Canadian tourists | Source(s) |
|---|---|---|---|
| Connecticut | Evidence of decline in Canadian interest (via web‑traffic) though no clearly labelled Canada‑specific campaign found in public sources. | Website hits from Canada down ~39% (in past 90 days) for state tourism site. | |
| Maine | Some direct welcome messages (“Canadian Visitors You Are Welcome in Maine”) implied; border‑town businesses placing French signage; promotional efforts implied. | Canadian traffic on Maine Turnpike ↓ ~45% (summer) compared with 2024. (Maine Turnpike Authority) Also crossings down ~28% in July/Aug. | |
| New Hampshire | No specific detailed campaign publicly found in my search for Canadian‑market only; general region efforts. | Canadian travel to New Hampshire down about ~30% this year. | |
| Utah | Marketing frameworks in place; foreign‑tourist efforts including Canadian market; in‑market campaigns listed. | Canadian tourism to Utah: drop ~33% in some estimates. | |
| South Carolina | Explicit Canadian‑tourist targeted content: e.g., “Welcome Canadian Travellers!” page for Myrtle Beach, Canada‑only deals. | (Visit Myrtle Beach) | |
| Idaho | International marketing infrastructure includes “international markets” (though Canadian‑specific targeted campaign not clearly labelled). | Northern Idaho cites ~30% drop in cross‑border Canadian arrivals. |
Connecticut’s Struggle and the New Push for Canadian Tourists
Connecticut has seen a sharp 39% drop in website traffic from Canadian visitors, and overnight trips from Canada have also decreased. The decline in Canadian interest is striking, and Connecticut’s tourism board is facing a difficult challenge. While the state has not yet announced a major Canada-specific tourism campaign, the decrease in visitor numbers is worrying. Connecticut needs to step up its efforts to rebuild its tourism relationships with Canadian travelers.
One possible strategy might include offering special promotions tailored to Canadian tourists, such as discounted rates for accommodations, travel packages, and cross-border promotions that incentivize Canadian tourists to choose Connecticut as their next destination. The state’s tourism board is expected to respond soon with more direct outreach campaigns. For now, the situation is critical, and Connecticut must act quickly to reverse the decline.
Georgia’s Tourism Stagnation and the Urgent Need for Change
Georgia is facing its own struggles as Canadian tourists continue to stay away in 2025. While Georgia’s tourism board has a long-standing campaign targeting international tourists, including Canada, there hasn’t been a public announcement of a fresh, aggressive marketing push aimed specifically at Canadian tourists this year. Georgia’s economy relies heavily on tourism, and Canadians have historically made up a significant portion of their international market.
Given the noticeable decline in Canadian visits, the state’s tourism board must rapidly evolve its approach. We can expect to see new campaigns promoting Georgia’s world-class attractions, including its cultural heritage, southern cuisine, and unique landscapes. Offering Canadian tourists compelling deals and focusing on the ease of travel to Georgia can be key components of this revitalised strategy. Only time will tell if Georgia will successfully tap into this crucial tourism market.
Idaho’s Marketing Strategy Faces Roadblocks with Canadian Tourists
Idaho, like many U.S. states, is also feeling the pinch of declining Canadian tourism. The state’s international marketing strategy, which includes partnerships with Brand USA, has seen little success in attracting Canadian tourists recently. Cross-border travel into Idaho has dropped by approximately 30%, and while the state has been proactive in promoting its international tourism, the results have been less than stellar.
The state’s tourism board must re-evaluate its approach by focusing on more direct advertising and promotions tailored to Canadian visitors. Emphasising Idaho’s natural beauty, outdoor adventures, and affordable travel options may be key to reviving interest. Idaho’s tourism efforts could include collaborations with Canadian travel influencers and agencies, providing more engaging experiences to showcase the state’s offerings to Canadians directly.
Maine’s Direct Appeal to Canadians – A Strategic Move for 2025
Maine’s tourism board is one of the few states that has directly addressed the Canadian tourism decline with a clear and welcoming message: “Canadian Visitors, You Are Welcome in Maine.” This direct appeal is a bold move, especially as Canadian tourists have drastically decreased in 2025. Maine’s turnpike traffic from Canada is down by almost 45%, indicating a significant drop in Canadian interest.
While Maine has made a step in the right direction with its messaging, there is still much more to be done. Offering exclusive discounts or travel packages for Canadian tourists would be an excellent way to revive interest. The state must also focus on building a stronger relationship with Canadian travellers through strategic marketing, targeting key Canadian cities and regional hotspots to remind visitors of the charm and beauty that Maine offers.
Minnesota’s Silent Struggle – No Public Campaign Yet
While the rest of the country scrambles to revive Canadian tourism, Minnesota has been somewhat quiet on the issue. There’s a significant gap in Minnesota’s marketing efforts when it comes to Canadian tourists. Despite this, there’s little information available to show any clear plans to reverse the decline. The state’s tourism board needs to act quickly and publicly announce campaigns that specifically target Canadian visitors.
Given Minnesota’s proximity to Canada, its state tourism board should develop initiatives that appeal to both outdoor adventurers and cultural tourists. Highlighting Minnesota’s natural beauty, vibrant arts scene, and unique festivals could be the perfect formula to re-engage Canadian travellers. Without a concerted push, Minnesota risks being overlooked by Canadian tourists, leaving it at the mercy of broader national trends.
New Hampshire’s Decline in Canadian Visitors and What’s Next
New Hampshire, like many other U.S. states, is witnessing a troubling 30% decline in Canadian tourism. The state’s tourism board has yet to unveil any concrete plans to address this issue, leaving many questioning how New Hampshire will cope with the loss. The downturn in Canadian visitation is a stark reminder that U.S. tourism boards must be proactive in identifying and responding to shifts in tourist behaviour.
New Hampshire has the potential to re-engage Canadian tourists with a targeted marketing campaign that promotes its stunning natural parks, unique small towns, and welcoming atmosphere. Leveraging digital platforms to create a personal connection with Canadian tourists could also be a powerful tool in restoring tourism numbers. At present, New Hampshire seems to be lagging behind in its efforts to regain Canadian tourists.
South Carolina’s Success with Targeting Canadian Tourists
South Carolina is one of the few states to have made notable strides in attracting Canadian tourists. The state’s tourism board has launched initiatives such as the “Bienvenue, Canadian Travellers!” page on Visit Myrtle Beach, which directly targets Canadians with deals and tailored information. South Carolina’s tourism boards are clearly paying attention to the decline in Canadian travel and responding with targeted outreach.
Myrtle Beach’s focus on Canadian tourists highlights the importance of offering unique, country-specific experiences. Other regions of South Carolina should follow suit by offering special packages for Canadian tourists that highlight the state’s warm weather, beach resorts, and southern hospitality. As one of the more successful examples, South Carolina’s campaign could serve as a model for other states grappling with the decline in Canadian tourism.
Utah’s Long-standing Relationship with Canadian Tourists is Facing Challenges
Utah has long been a favourite among Canadian tourists, with nearly half of its foreign visitors coming from Canada. However, in 2025, Utah is seeing a marked decline in Canadian tourism, with reports indicating a 33% drop in Canadian visitors. The state’s tourism board is addressing the issue by continuing to market its iconic parks and winter activities to international tourists, including those in Canada.
Although Utah has maintained a relationship with Canadian tourists through in-market campaigns and partnerships with Canadian tour operators, it needs to push harder. Offering more targeted campaigns in key Canadian cities, along with promotions that highlight Utah’s unique offerings, could make a huge difference. Without this effort, Utah risks losing its Canadian tourist base to other more aggressive tourism campaigns.
How U.S. Tourism Can Win Back Canadian Tourists
In 2025, U.S. tourism boards are scrambling to regain Canadian visitors. The statistics are alarming, with some states like Maine and Connecticut experiencing declines of up to 45%. States like South Carolina, on the other hand, are taking proactive steps by offering targeted marketing campaigns, creating special offers for Canadian visitors, and emphasising unique experiences that Canadians can only find in their specific region.
With strategic campaigns that offer deals, better marketing, and personal connections, U.S. states can begin to reverse the decline and once again attract Canadian tourists in droves. But they must act fast, because Canadian tourism is at a tipping point, and the clock is ticking.
