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| Burlington, Vermont, renamed its main drag to Canada Street. Courtesy of Becca Brown McKnight |
For decades, the US-Canada border symbolized not just proximity but friendship — an easy flow of people, culture, and money. But in 2025, that relationship is under strain. Tariffs, politics, and shifting perceptions have slowed Canadian travel to the United States, leaving American border towns, small businesses, and even major tourist destinations searching for ways to woo their northern neighbors back.
Empty Trails and Quiet Stores
In Stowe, Vermont, David Rye, director of the von Trapp Family Lodge outdoor center, has noticed fewer Quebec license plates on the mountain bike trails this summer. “When I do see them, I make it a point to thank them profusely for coming,” he said.
Down in Burlington, Trader Joe’s employee Nicolo Mendolia echoed the sentiment. Busy weekends feel noticeably quieter without the familiar flow of Quebecois shoppers.
The numbers back them up: Vermont-to-Canada border crossings dropped nearly 39% in July year-over-year, while Canadian spending in the US declined 7.9% in the first quarter of 2025. Ironically, Americans are heading north in greater numbers, boosting their spending in Canada by 27.3% during the same period.
A Strained Friendship
The decline isn’t due to outright hostility, but tensions have cooled. Canadian visitors point to tariffs and President Donald Trump’s musings about making Canada the “51st state” as reasons to stay away.
“It’s like neighbors who don’t want to barbecue together anymore,” said Don Dompe, a 61-year-old electrician from Edmonton.
For small towns across Vermont, New York, and other border states, the absence is more than social — it’s economic. Restaurants, retail shops, and family-owned businesses are struggling with reduced traffic. “The longer-term ramifications are that businesses will close and people will lose their jobs, which is just terrible,” warned Burlington city councilor Becca Brown McKnight.
Canadians Choosing to Stay Home
For Matthew Hall, a business owner in Victoria, British Columbia, travel south was once routine. Trips to Washington or Oregon were part of his family’s annual plans. But this year, Hall canceled a Portland getaway and decided to vacation in Quebec instead.
“I don’t want to spend money in the US until a little more stability and sanity return,” he said.
He isn’t alone. Other Canadians cite political rhetoric, tariffs, and even personal safety concerns as reasons to postpone visits. For some, especially LGBTQ+ travelers, fears about crossing the border have grown stronger.
Love Letters and Symbolic Gestures
US cities and tourism boards are responding with campaigns meant to rekindle affection.
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Visit Rochester launched “Dear Canada”, a heartfelt letter urging Canadians to return. “We’ve missed you — your sense of adventure, the memories we’ve made, and the ones still waiting to happen.”
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In Burlington, city leaders temporarily renamed the main drag “Rue Canada” to show solidarity. The symbolic move drew dozens of letters and even a bouquet of Canadian-flag-colored flowers from a businesswoman across the border.
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In Las Vegas, Mayor Shelley Berkley called on Canadians to return, citing their $3.6 billion boost to the local economy in 2024.
These gestures highlight how deeply intertwined border economies are — and how personal connections amplify the loss.
Will the Friendship Recover?
For many, nostalgia still binds the two countries. Dompe recalls meeting friends on bike trips and family vacations to Disneyland. Mendolia, who has Canadian relatives, misses the ease of visits both ways.
But some fear the relationship may not return to what it was. Symbolic gestures like “Rue Canada” are appreciated but may not outweigh Canadians’ political concerns or shifting travel habits.
“The people are always amazing. That’s never going to change,” Dompe said. “But the political landscape makes it hard. I don’t think I’ll be making any more new friends.”
What once felt like an unshakable bond is now uncertain. For border communities, the challenge is not only economic but emotional — proving to their Canadian neighbors that they are still welcome, still valued, and still missed.
