Fewer Americans, More Canadians: Niagara Tourism Industry Deals with Upended Travel Patterns
Despite experiencing a downturn in U.S. visitors, Niagara’s tourist attractions remain hopeful for a strong rebound in the latter part of the prime summer season. David Adames, chief executive officer of Niagara Parks, expresses optimism for the coming months.
“I thought a few months ago that we were going to have a stronger second half of summer than the first half,” shared Adames. This confidence is bolstered by the introduction of the new Niagara Takes Flight attraction, set to open soon, which promises to draw in more visitors.
During the August long weekend, Niagara Parks experienced a 12 percent year-over-year increase in visitor numbers. Although there was a slight decline in revenue from U.S. visitors in June, this shortfall was compensated by an influx of domestic and other international tourists.
The agency, which spans 56 kilometers along the Niagara River, from Niagara-on-the-Lake to Fort Erie, has noticed increased revenues from various segments, including golf, attractions, retail, and culinary experiences. “It’s slower growth this year compared to the last couple of years, but the gap left by U.S. visitors is being filled by other markets,” Adames explained.
Statistics indicate a decline in U.S. residents’ trips to Canada by automobile, totaling 1.8 million in July, which is a 7.4 percent decrease compared to the same month last year. Interestingly, for the first time in over two decades, more Americans visited Canada than Canadians traveled to the U.S. This shift is attributed to several factors including travel boycotts and increased caution among Canadian travelers.
Many Canadians are opting to stay within the country or explore other destinations instead of visiting the U.S. This preference impacts American tourism industries significantly, as Canadian visitors made up 28 percent of all international overnight visits to the U.S. in 2024.
In response to the decline in U.S. visitation, tourist agencies in Canada, including Niagara Parks, have reinforced their marketing efforts. They are participating in campaigns with Destination Ontario and Destination Canada to promote Canadian destinations in key U.S. markets, particularly leveraging digital channels to highlight the region’s rich offerings.
Mory DiMaurizio, chief operating officer of City Cruises Canada, highlights the noticeable decline in cross-border travel. His company, which operates Niagara City Cruises’ boat tours, is situated near the Rainbow Bridge plaza, and he witnesses the reduced traffic firsthand.
“The Niagara Falls operation is down about 10 percent in total visitation, mainly due to fewer U.S. tourists,” DiMaurizio remarked. Despite a rocky start to the season, there has been a slight uptick in numbers through July and August, hinting at the possibility of a gradual recovery.
DiMaurizio notes that domestic and other international tourists continue to visit actively. “There’s been a shift where Canadians are deciding to invest and spend their tourism dollars here at home, possibly due to economic or political reasons,” he added.
Although overall performance is slightly below expectations, both Niagara Parks and City Cruises Canada remain positive about the year ahead, as they witness healthy growth from alternative markets.
The full normalization of travel patterns might take time, but with strategic efforts and continued appeal to diverse markets, Niagara’s tourism industry is gearing up for recovery in the coming years, hoping for “clear heads and calm minds” to drive the momentum forward.
