National pride fuels Canadian tourism boom

Canadians are ditching holidays in the U.S. amid political tensions and rising tariffs, fuelling a domestic travel boom from Yukon to Nova Scotia, with road trips and national park visits leading the trend.

A growing number of Canadians are opting to explore their own backyard instead of heading south of the border, as political tensions with the United States spur a patriotic shift in travel habits.

The movement gained momentum earlier this year after U.S. President Donald Trump threatened to annex Canada and imposed tariffs on Canadian goods. In response, a “Buy Canadian” push has encouraged citizens to avoid U.S. businesses—including travel.

From the midnight sun in Yukon to whale watching off Nova Scotia, Canadians are rediscovering the country’s diverse offerings. Guess Where Trips, a company selling curated mystery road trip packages in four provinces, reported a 75% jump in sales compared to last year.

“It is clear that more Canadians are choosing to explore small businesses and hidden gems close to home,” said Jessica Bax, operations manager at Guess Where Trips. Road trips around Ottawa have become especially popular.

Prime Minister Mark Carney has also joined the push, unveiling a new “Canada Strong” pass offering free or discounted access to national parks, museums, and historic sites.

“Canadians are making choices to visit this great country, spend time here with their family, with their friends,” Carney said at a press briefing in Huntsville on Tuesday. “They’re making choices to buy Canadian products.”

Meanwhile, Trump’s decision to raise entrance fees at U.S. national parks for foreign visitors has added another incentive to stay home.

A Bank of Canada survey released this week found that 55% of Canadians plan to spend less on U.S. holidays, with 35% intending to travel more within Canada. TD Bank’s data showed 64% of respondents planned domestic travel, supported by a rise in domestic flight bookings.

Government data supports the shift: domestic tourism spending rose 4% in the first quarter, while Statistics Canada said the number of Canadians flying back from the U.S. dropped 17% in May. Car travel across the border fell by 37%.

In Nova Scotia, whale watching tour operator Walter Flower said business in Lunenburg—a UNESCO World Heritage town—has picked up significantly. “It’s been much busier this year,” he said of his 45-minute ocean excursions.

Toronto resident Divya Mohan, 39, changed her Texas travel plans to visit Winnipeg in April instead. “It just felt like the timing wasn’t right… maybe in the future,” she said, adding that the Canadian Museum for Human Rights impressed her.

In British Columbia, demand for recreational vehicles (RVs) has surged. “This year is going to be the busiest year in our company’s history,” said Storm Jespersen, regional manager at Evergreen Hospitality Group. “I don’t think you can even rent an RV very easily right now.”

While domestic travel can be pricey—especially to remote regions—many are choosing budget-friendly options such as weekend road trips or cabin stays.

“Doing road trips or just weekend trips to a cabin nearby is a great way to switch things up without spending thousands,” said Vancouver-based marketing executive Kramer Solinsky, who is planning visits to Montreal and Canada’s east coast. He has also chosen Mexico City and Osaka over traditional U.S. destinations.

To support demand in northern regions, Air North added capacity and new non-stop routes. It reported a 7.6% increase in arrivals to Yukon in the first half of the year. The airline said demand for northern travel is “clear and growing.”

Other carriers have followed suit. Porter Airlines increased its domestic summer network to 80% from 75%, while WestJet suspended nine U.S.-Canada routes in May, citing weaker demand.

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