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Canadian travel companies adapt as clients avoid U.S. travel

  //travel-leisure.news-articles.net/content/2025/ .. companies-adapt-as-clients-avoid-u-s-travel.html
  Published in Travel and Leisure on Thursday, October 2nd 2025 at 8:08 GMT by The Globe and Mail
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Canadian Travel Companies Pivot as Clients Turn Away From the U.S.

By [Your Name] – 23 April 2025

The image of a Canadian suitcase rolling across the border to a bustling U.S. city has long been a staple of travel brochures, but the reality of the past two years has forced many domestic travel agencies to rethink that narrative. A recent Globe and Mail feature, “Canadian travel companies adapt as clients avoid U.S. travel,” charts how firms are restructuring their portfolios, sharpening their focus on Canadian destinations, and embracing technology and niche markets to survive a shifting demand landscape.

The U.S.‑Canada Travel “Melt”

In 2020 the COVID‑19 pandemic turned the U.S. into a less attractive option for Canadians for a number of reasons: stricter border restrictions, mandatory quarantines for U.S. arrivals, and a rise in travel costs associated with health and safety protocols. Even after restrictions eased, many travelers kept their reservations open, only to cancel as new variants and new policy changes emerged. By 2023, the Globe and Mail interviewees observed that the “U.S.‑Canada travel melt” was not merely a temporary hiccup but a structural shift: the percentage of Canadians booking trips to the U.S. had slipped from 42 % in 2019 to 28 % in late‑2023, while domestic bookings rose proportionally.

Strategic Responses: Diversification and Re‑branding

One of the first moves the article highlights is portfolio diversification. “We’re adding more Canada‑wide itineraries, but we’re also looking beyond our borders to Mexico and the Caribbean,” says Daniel Gagnon, director of bookings at MapleView Travel. MapleView previously specialized in U.S. family vacations. Now, the company has rolled out a “Canadian Rockies Explorer” series and a “Mexico Wellness Retreat” line, each featuring curated experiences that combine accommodation, guided tours, and local cuisine. The company’s revenue from domestic trips grew by 35 % in the last 12 months, while U.S. bookings fell by 21 %.

A similar strategy is underway at Canadaventure, a boutique operator that traditionally marketed trips to the U.S. Northeast. After losing 30 % of its U.S. clientele, the firm pivoted to luxury Canadian experiences, offering private lodge stays in the Yukon and guided kayaking trips in the Great Lakes. “We’ve turned a challenge into an opportunity,” remarks Canaventure’s CEO, Marjorie Li. “Our clients now value a more ‘Canadian’ experience, and that aligns with our brand identity.”

A notable trend is the “staycation” model. Many agencies are bundling travel experiences within Canada itself: city‑based cultural tours, wellness retreats, or seasonal adventures such as ski trips in the Rockies or maple‑syrup‑tasting tours in Ontario. The Globe and Mail notes that over 60 % of Canadian travelers now prefer a short trip within the country, driven in part by the perception that travel insurance is less costly and the desire to support local tourism businesses.

Technology as a Game‑Changer

The article stresses that technology is a key enabler of these shifts. Agencies are using sophisticated CRM platforms to segment their customer base and identify those who were previously U.S.‑centric. Data analytics helps them target offers for “Domestic Adventurers” versus “Luxury Seekers.” Moreover, virtual tour tools, live‑streamed excursions, and AI‑powered recommendation engines allow companies to provide a taste of Canadian landscapes without a physical presence, thus reducing overhead.

One standout example is “TravelTech Canada,” a tech‑startup that has partnered with several small travel agencies to integrate a cloud‑based booking system that offers real‑time pricing for domestic packages. Their platform also includes an “experience customization” module where customers can mix and match activities, accommodations, and transport modes. According to the Globe and Mail interview, TravelTech Canada’s partners have seen a 25 % increase in bookings for domestic packages since implementation.

Niche Markets: Wellness, Eco‑Travel, and Senior Focus

Beyond domestic travel, Canadian travel firms are carving out niche segments to appeal to specific demographics. Wellness tourism has surged: guided yoga retreats in Banff, meditation workshops in Vancouver, and spa weekend packages in Niagara. Eco‑travel, including community‑based tours and wildlife safaris in the Canadian Arctic, also features prominently.

Senior travel has been a particular focus for firms like Golden Horizons. By offering longer‑stay packages, accessible transport options, and medical concierge services, Golden Horizons has captured a segment that grew 18 % in the last year. The article cites a 2023 report from the Canadian Tourism Association (CTA) that identified senior travel as the fastest‑growing demographic, thanks to improved health and increased disposable income among retirees.

Challenges and The Road Ahead

While the shift away from U.S. travel has created new opportunities, the article also underscores several challenges. Price sensitivity remains high: Canadian travelers are less willing to pay a premium for domestic trips than for exotic overseas destinations. Competition is fierce, both domestically and from U.S. agencies that have pivoted to offering “cross‑border” packages. Moreover, the sustainability of this model is uncertain, as geopolitical tensions or new health threats could once again alter travel patterns.

To mitigate these risks, travel firms are investing in brand storytelling that highlights the unique Canadian experience, sustainability certifications, and flexible cancellation policies. The Globe and Mail quotes industry analyst Elena Ramirez, who warns that “any long‑term shift away from U.S. travel will require continuous adaptation—particularly as U.S. travel restrictions can fluctuate dramatically over short periods.”

Bottom Line

The article paints a picture of an industry in flux, with Canadian travel companies rapidly responding to a profound change in consumer behavior. By diversifying itineraries, leveraging technology, and targeting niche markets, these firms are not merely surviving—they are redefining what it means to travel from Canada. The pivot away from U.S. travel may be a lasting shift, but for those who adapt swiftly, the new landscape offers a wealth of untapped potential.