Decline in Canadian visitors creates challenges for Minnesota tourism
June 6, 2025
Minnesota’s tourism industry is facing challenges due to a significant decline in Canadian visitors. Political tensions, including 25% tariffs by the U.S. in early 2025, have led to a widespread boycott among Canadian travelers. This decline is already being experienced with a 23% drop in Canadian road travel to the U.S. and a 40% decrease in leisure bookings.
Target domestic travelers: Focus on attracting visitors from neighboring states and within Minnesota. Travelers from North and South Dakota, Iowa and Wisconsin are prime targets for trips to Minnesota and may be inclined to spend more as their travel expenses to reach your destination are far less.
Leverage local events and culture: Promote local festivals, music events and cultural experiences that showcase Minnesota’s diversity and appeal to a broad audience. Many U.S. citizens may be unaware of the rich cultural experiences that await them in the Land of 10,000 Lakes.
Enhance digital engagement: Use social media and digital platforms to reach potential visitors. With precise targeting, your campaigns effectively reach prime candidates for a “drive away” vacation and ensure your brand and region are on their destination radar.
Promote sustainable tourism: Emphasize eco-friendly travel options and outdoor activities, aligning with the growing trend of sustainable tourism. Highlighting Minnesota’s natural beauty and commitment to environmental preservation attracts conscientious travelers searching for these types of destinations.
By diversifying your marketing efforts and focusing on domestic and alternative international markets, Minnesota tourism destinations can weather the impact of reduced Canadian tourism. And by building additional audiences and markets now, you’ll be able to sustain and increase your tourism visitors and dollars for the future.
With one of the largest digital, first-party audiences in Minnesota and across the Midwest, Forum Communications Company is uniquely positioned to drive new attention and customers for regional tourism partners and local businesses during this time and into the future. Let us know if you’d like to see how our award-winning creative and successful advertising solutions drive tourism traffic and dollars to your business or destination.
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