Decline in Canadian Ski Tourism to U.S. Resorts Amid Political Tensions

The winter of 2025-26 has seen a significant decline in Canadian tourism to U.S. ski resorts, primarily driven by political tensions stemming from President Donald Trump's administration. Canadian bookings to American resorts have plummeted by approximately 41%, contrasting sharply with a mere 5% decline among U.S. customers, according to data from Inntopia. This downturn is particularly pronounced at Vermont's Jay Peak Resort, which traditionally relies on Canadian visitors for over half of its annual profits.

Steve Wright, president and general manager of Jay Peak, reported a 35% drop in Canadian season-pass renewals for the current season. In an effort to understand this trend, Wright personally contacted around 100 Canadian pass holders, many of whom expressed emotional distress over their inability to visit the U.S. due to perceived disrespect from the U.S. government. The economic ramifications are significant; Vermont has lost an estimated $75 million in revenue due to the decline in Canadian visitors, as tourism constitutes 9% of the state's gross domestic product.

The "Elbows Up" campaign has gained traction in Canada, encouraging citizens to boycott U.S. travel as a form of protest against Trump's policies, which include threats of tariffs and suggestions of annexing Canada. This sentiment has resonated particularly in border towns, where local businesses have reported drastic declines in Canadian patronage. For instance, Diane Medler, executive director of Discover Kalispell, noted a 39% drop in Canadian credit card spending in her region.

Wright's testimony before Congress highlighted the emotional and economic stakes involved, stating, “Many had tears and were choking up over the fact that they just couldn’t, in good conscience, come to the States.” Inntopia's Foley remarked, “A level of trust has been broken that is going to be incredibly difficult, and may be generational, to recover,” indicating a long-term impact on U.S.-Canada tourism relations.

Critics argue that the ongoing political climate and Trump's rhetoric have created a hostile environment for Canadian travelers. Many Canadians feel ostracized for even considering travel to the U.S., with some expressing guilt over renewing their ski passes. Eimear O’Leary-Barrett, a Montreal data analyst, reflected on her decision to renew her pass, stating, “I felt kind of weirdly guilty,” despite her loyalty to Jay Peak.

While some reports indicate that Canadian bookings have stabilized to a decline of only 10% to 15% later in the season, the overall sentiment remains cautious. Factors such as favorable snow conditions have contributed to a slight recovery, but the long-term outlook remains uncertain as political tensions continue to influence travel decisions.

The decline in Canadian ski tourism to U.S. resorts illustrates the broader implications of political relations between the two countries. As the winter season progresses, the future of U.S. tourism from Canada remains precarious, with industry experts suggesting that recovery may take years.