Education Session-Canada at a Crossroads-The State of America’s Largest Inbound Market

Canada – largest U.S. source market — is down an estimated 25 percent in 2025, which impacts destinations and tourism businesses nationwide. This session examined what’s happening, why it matters, and what comes next. The panel shared on-the-ground perspectives — what they are seeing in their markets, how the decline is affecting the industry, and their outlook for recovery. Together, the session examined whether this downturn is temporary or structural — and what it will take to rebuild demand and confidence in cross-border travel.