Canadian visits to the U.S. fellby 22 per cent in January 2026 compared to the same time period last year, marking the 13th consecutive month of year-over-year decline. Photo by eyfoto /Getty Images/iStockphoto

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Florida has been hit by the decline in Canadian tourism to the U.S., losing approximately 500,000 Canadian visitors in 2025.

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But a look at the broader data suggests a more positive picture for the state’s tourism.

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Florida welcomed a total of 143.3 million visitors in 2025, according to Visit Florida data, representing a 0.2 per cent increase from 2024, while overseas visitation was up 4 per cent (though numbers remain below pre-pandemic levels).

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Canadians accounted for 2.9 million visitors recorded in 2025 — down 14.7 per cent from the previous year but still a substantial number, making Canada the state’s leading international source of visitors.

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On April 16, Visit Florida hosted an event at Toronto’s The Real Sports Bar to promote travel to the state and showcase its commitment to the Canadian market.

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In an email to National Post, Visit Florida CEO Bryan Griffin reaffirmed the sentiment, saying: “Our strategy, investment, and focus on Canada has not changed. Canada has long been Florida’s number one international market, and we’ve built strong relationships with Canadian media and the travel trade industry.”

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Griffin added that, while visitation in 2025 was lower year over year, Florida’s share of Canadian travel to the U.S. actually increased, reaching 19.8% market share, up from 16.8% in 2024, indicating that Florida outperformed the broader U.S. in attracting Canadian visitors.

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Visits from Canadians to Florida have declined, but millions still flock to the Sunshine State. Photo by LEILA MACOR /AFP via Getty Images

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And Florida isn’t alone in its effort to turn up the charm on Canadian travellers. Following a slump in Canadian travel to the U.S., tourism boards from south of the border are stepping up efforts to win visitors back.

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In March, Travel Nevada held three promotional events across Canada, in Toronto, Montreal and Calgary, to encourage tourism to the state and express gratitude to the Canadian market.

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It comes after Las Vegas, Nevada’s most populous city, recorded a 7.5 per cent decline in visitors in 2025 from the previous year, with Canadian visits declining by approximately 24 per cent, according to the Las Vegas Convention and Visitors Authority (LVCVA).

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Still, Canada remains Las Vegas’s largest international source market, with 1.2 million Canadian visitors in 2025 — roughly a quarter of all international arrivals.

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Now, the LVCVA is considering a a $6 million, five-year marketing agreement aimed at boosting Canadian travel to the city, reports Travel Market Report.

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Elsewhere, California launched a $5.2 million tourism campaign aimed at welcoming Canadians to the state in April 2025.

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Governor Gavin Newsom urged Canadians to visit in a video, saying: “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans.”

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The city of Palm Springs displayed 40 red banners featuring the Canadian flag shaped as a heart, in an effort to make it clear that the resort destination stands with Canada amid tensions with the U.S.