Vermont offers exclusive discounts to Canadians as cross-border tourism drops 23% amid political tension and economic strain.
Vermont Unveils Travel Incentives Amid Canadian Tourism Decline
In a bid to reverse a sharp drop in Canadian tourism, Vermont’s Department of Tourism and Marketing is partnering with local businesses to offer exclusive discounts and deals to Canadian visitors. The initiative comes as the state reports a 23% decrease in border crossings from Canada between January and May 2025 compared to the same period last year.
Political and Economic Factors Drive Travel Drop
Tourism officials say the downturn in Canadian visitors is largely due to growing political tension following President Trump’s inflammatory remarks and trade policies toward Canada. Many Canadians have chosen to boycott travel to the U.S., with some citing Trump’s call to annex Canada and recent tariffs as reasons. Additionally, a weaker Canadian dollar and rising travel costs have made U.S. trips less appealing.
Local Businesses Step In with Offers
Under the new program, participating Vermont businesses—including outdoor adventure companies, farmers markets, and tourist attractions—will provide special deals to Canadian citizens. These offers will be listed on a dedicated landing page hosted by the tourism department. Canadians can redeem the discounts by simply showing a valid ID at participating locations.
A Regional Focus and Community Response
Interest in the program has been strongest in Vermont’s Northeast Kingdom, a region where nearly 30% of annual visitors come from Canada, compared to just 5% statewide. Tourism Commissioner Heather Pelham says the program is designed to make Canadians feel welcome and appreciated—not just as consumers, but as valued neighbors. The rollout is expected in mid-August, though the program name is still being finalized.
Efforts to Show Solidarity With Canadians
Beyond the discount initiative, Vermont communities are taking symbolic steps to express support for Canadians. In Burlington, the city council recently renamed its main street “Rue Canada” in a gesture meant to distance local values from those of the current U.S. administration. While the move was covered by Canadian media, reactions were mixed. Some Canadians appreciated the sentiment, while others dismissed it as superficial.
Looking Ahead with Optimism and Caution
Despite the uncertain political climate, Pelham believes the new initiative could help repair Vermont’s tourism relationship with Canada. She acknowledges that some Canadians are willing to overlook national tensions in favour of personal travel experiences. “This is about building bridges,” she said. “We want to make sure our Canadian friends know they’re still welcome here.”
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