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-Editorial
In a summer that should be bustling with travelers exploring new cities, visiting natural wonders, and crossing borders for cultural exchange, the mood in the North American tourism industry is anything but optimistic.
The Beyond Borders Tourism Coalition, a partnership of tourism, trade, and association stakeholders from the United States and Canada, is urging policymakers to address what it calls “mounting threats” to the cross-border travel industry. The alliance says escalating tariffs, reductions in funding for key non-governmental organizations and infrastructure, new entry fees for the United States, and uncertainty at border crossings are eroding economic confidence and jeopardizing an industry that has historically been a major driver of North American prosperity.
According to the coalition, these combined pressures are slowing the recovery of the tourism sector, discouraging private investment, and limiting cultural and economic exchanges. Industry leaders report that the effects are already visible, with U.S. Tour Operators Association President Terry Dale citing millions of dollars in lost bookings and revenue for members. Projections for 2025 include an 11% decline in international visitor spending in the United States—equivalent to $18 billion—which Dale says will translate into operational cutbacks, workforce reductions, and missed opportunities for communities nationwide.
Canadian operators are facing similar challenges. Jean Hébert, Executive Director of the Canadian Association of Tour Operators, said some members have seen cross-border travel activity drop by more than 70% year-over-year, with mounting operational costs and sharp declines in bookings. Hébert warned that if decisive action is not taken, tourism-dependent communities may experience economic impacts that could take years to reverse.
The coalition’s concerns come at the height of the summer travel season, traditionally the busiest period for tourism in North America. Data provided by members show sharp declines in advance air bookings between Canada and the United States, reduced international hotel reservations in major cities, and increased caution among travelers due to rising costs. The coalition also points to negative impacts on regional and Indigenous-led tourism initiatives, which it says face job losses, reduced programming, and setbacks to cultural preservation.
Shannon Stowell, CEO of the Adventure Travel Trade Association, cited a recent survey indicating that 93% of U.S. adventure operators and 89% of their international counterparts expect negative impacts from political instability and uncertain policy for at least the next year. “Unpredictable government action around finances, safety, and travel policy creates the biggest challenge,” Stowell said, noting that the sector’s resilience will require stronger support and clearer policies.
Representatives from other sectors of the industry echoed these concerns. Catherine Prather, President of the National Tour Association, said that reduced cross-border travel has already cost millions in lost revenue and is affecting tour companies, hotels, restaurants, attractions, and rural destinations. Fred Ferguson, President and CEO of the American Bus Association, emphasized that motorcoach tourism generates $90 billion annually and supports half a million jobs, and said continued protectionist policies could undermine its long-term growth.
Carylann Assante, CEO of the Student and Youth Travel Association, warned that rising costs and canceled programs are cutting off educational travel opportunities for students. Keith Henry, President and CEO of the Indigenous Tourism Association of Canada, said the uncertainty is disproportionately affecting Indigenous-owned businesses, which depend on open cross-border policies. Lisa Simon, CEO of the International Inbound Travel Association, pointed to visa delays, excessive fees, and policy unpredictability as key barriers to attracting visitors.
Sebastien Desnoyers-Picard, CEO of Destination Original Indigenous Tourism, said the situation threatens participation in major cultural events, including Indigenous representation at the upcoming FIFA World Cup. “This is more than a cultural loss—it’s a missed economic opportunity for communities already facing barriers,” he said.
The Beyond Borders Tourism Coalition estimates that tourism contributes about $2.5 trillion to North America’s GDP, accounting for roughly nine percent of total economic output. In the U.S., tourism supports nearly 20 million jobs; in Canada, the sector sustains 1.9 million. The coalition says these figures highlight the need for stable, predictable policy and greater collaboration between governments.
In a joint statement, coalition members urged the U.S. and Canadian governments to prioritize negotiation, transparency, and cooperative policymaking over protectionist measures. “The livelihoods of millions and the cultural exchange that defines our shared border are at stake,” the statement said. “Without decisive action, the long-term viability of this industry—and the communities that rely on it—could be severely compromised.”
The coalition, which includes leaders from tourism, transportation, and hospitality sectors, was formed to advocate for sustainable growth, promote pro-tourism policies, and address cross-border challenges through unified messaging and data-driven strategies. It says that restoring global confidence in North America as a welcoming and accessible destination will be essential to reversing current declines and securing the future of the region’s visitor economy.