Niagara tourism is seeing a surprising upswing, with international visitors and domestic Canadian tourists stepping in as American numbers dip. Mayor Jim Diodati says the city remains optimistic, noting that changing travel patterns are reshaping Niagara’s tourism landscape for the better.
“We’re expecting things to balance out,” said Diodati in a recent interview with CTV News. “We’ve lost some American travelers, but we’ve gained Canadians, Europeans, South Americans—even visitors from Mexico.” That shift is keeping Niagara Falls firmly on the travel map.
Why Fewer Americans Are Crossing the Border
The ongoing U.S.-Canada trade war has nudged many Americans to rethink their travel plans. As a result, Niagara—typically bustling with U.S. tourists—is seeing a 10% to 15% drop in that segment. Historically, Americans make up 25% of annual visitors and bring in nearly 40% of the region’s revenue.
Despite that dip, Diodati isn’t too concerned. With cross-border traffic and airport data as key indicators, the city still expects strong year-end numbers. Niagara typically welcomes 14 million visitors each year, and the diversified crowd is keeping that benchmark within reach.
Canadian and Global Tourists Step In
Local businesses are noticing the shift firsthand—and many are thriving because of it. Evergreen Thrift Store, run by Niagara local Nick Cupolo, has seen a 15% rise in revenue compared to July last year.
“This year’s been busier, month to month,” Cupolo said. He also mentioned a new wave of customers—evacuees fleeing wildfires in Northern Manitoba and Ontario. “People arrived with just one suitcase. Being able to provide affordable clothing helped them, and helped us too.”
Local Loyalty Drives Wine Sales
For some, the decision to visit Niagara has also become a statement. At Restaurant Pearl Morissette, recently crowned Canada’s Best Restaurant by “Canada’s 100 Best,” co-owner Daniel Hadida observed a sharp change in consumer behavior.
“Guests are outspoken—they don’t want American wines,” said Hadida. “They’re choosing to support local producers, and we’ve seen a real impact.”
The winery, located near Jordan Station, has experienced increased wine sales as guests seek to align their choices with their values.
American Diners Still Find Value—And Tables
Interestingly, the restaurant has also seen a rise in American diners. Thanks to a strong U.S. dollar, many find luxury dining in Canada more affordable.
“Earlier, we had one U.S. table a night. Now, it’s sometimes 25% of the dining room,” said Hadida. “They see the value here.”
Even as overall U.S. foot traffic dips, unique experiences like Pearl Morissette continue to attract cross-border visitors.
Stay tuned to Maple Wire for more insights on Canada’s shifting travel trends and
