Small towns across the U.S.–Canada border are sounding the alarm. Once bustling with Canadian cars, shopping bags, Quebec licence plates, and cheerful vacationers, many of these cross-border communities are now eerily quiet. Business owners and local officials are pleading for their northern neighbours to come back.
Sharp Drop in Canadian Visitors
- In Vermont, border crossings by Canadians dropped by nearly 39% in July compared to the same month last year.
- Canadian spending in the U.S. fell by about 7.9% in early 2025 versus early 2024.
- Meanwhile, Americans traveled to Canada more than before, and their spending increased significantly.
These declines are concentrated particularly in places close to the Quebec border, where the French language and culture once made Canadian tourists feel right at home.
What’s Driving the Decline
Several factors are contributing:
- Political Tensions — Recent public comments by U.S. leaders (including talk of tariffs and unusual statements about Canada) have made some Canadians uncomfortable with spending money or vacationing in the U.S.
- Economic Uncertainty — Tariffs, trade disputes, and inflation have made cross-border travel more expensive or less appealing in general.
- Changing Travel Habits — Some Canadians are choosing to stay home this year, exploring their own country instead of heading south.
Some Canadians simply say they’re waiting for things to cool off before they plan trips to the U.S again.
Local Efforts to Rebuild Ties
Communities aren’t giving up:
- Burlington, Vermont temporarily renamed one of its main streets “Canada Street” as a warm gesture.
- Cities like Rochester, New York launched campaigns with titles like “Dear Canada,” reaching out through open letters.
- Even smaller towns are making symbolic moves: flower arrangements in Canadian colours, messages of welcome in French, and thanking visitors profusely when they do come.
One business owner remarked that he now makes it a point to thank every visitor from Quebec he sees — a simple gesture with larger meaning.
Economic Risks & Human Impact
The drop in Canadian tourism is more than just fewer faces at restaurants or ski resorts:
- Many businesses in border towns are small and family owned; their revenues are tied heavily to Canadian customers.
- There’s concern about layoffs, business closures, and a ripple effect through local economies.
- Social ties are also affected: friendships, family visits, and shared cultural events have declined as fewer people cross the border.
One Canadian with ties to the U.S. described the current atmosphere as a sort of neighbourly betrayal—no hostility, but a distancing.
Will It Reverse?
It’s unclear whether this trend will reverse or have lasting effects.
- Some people believe that once political rhetoric cools and policies stabilize, Canadians will return.
- Others worry that the damage to perception is deeper—trust may have eroded, and it takes time and effort to rebuild.
Possible Takeaways for Border Towns
- Keep public outreach warm, sincere, and consistent. Symbolic moves help but may not be enough.
- Help visitors feel safe and welcome: ensure clear communication, friendly environment, and reduce friction.
- Focus on making economic arguments: price competitiveness, value, friendliness.
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