05/01/2026
Updates 05/01/2026: Ohio's Travel Industry and Current Travel Research
CANADIANS SHARE WHETHER THEY INTEND TO VISIT THE US OR NOT IN THE NEXT 12 MONTHS. RESPONDENTS FEEL THERE IS A LOT TO SEE AND DO IN THE US.
Key findings from Longwoods International, fielded April 9-13:
- In the last 6 months, 22% of Canadians said they intended to travel to the US but decided to cancel their plans. While this group intended to travel and didn’t, 54% of respondents never intended to travel to the US and 24% did travel to the US.
- The respondents who planned to come to the US but decided to cancel have only had a slight decrease since January 2026 (23% to now 22%).
- As for Canadians coming to the US in the next 12 months:
- 32% intend to travel to the US, but haven’t booked anything
- 45% do not intend to visit the US in the next 12 months
- 12% intended to travel to the US, but have canceled their plans
- 11% intend to travel to the US and have booked their travel
- 57% of respondents said current US government policies, trade practices, and/or political statements have made them less likely to travel to the US in the next 12 months whereas 21% said this has no influence on their travel plans.
- Overall, Canadians feel the US has lots of things to see and do (89% somewhat - strongly agree):
- There are interesting landmarks and sights (88% somewhat – strongly agree)
- A place with interesting local people, cultures, and traditions (65% somewhat – strongly agree)
- A place I’d enjoy visiting (57% somewhat - strongly agree)
- A good place to explore different cultural traditions (52% somewhat - strongly agree)
- In April 2025, 42% of Canadians perceived the US as a safe place to visit; by 2026, this figure dropped to 34%.
AMERICANS ARE FOLLOWING VIRAL TRAVEL TRENDS WITH CAUTION. THOUGH SOCIAL MEDIA STILL INSPIRES THEM, MOST TAKE NOTE OF COST AND VALUE BEFORE PACKING THEIR BAGS.
Key findings from Talker Research, fielded Feb. 5:
- 35% of respondents said they are picking locations that feel ready and comfortable whereas 31% said they want experiences that feel exciting.
- Some respondents just want to get away (28%) while others want a trip that feels restorative (26%).
- Being inspired by a travel trend and booking a trip continues to be popular. 51% said they have planned a trip inspired by a travel trend, 38% have not.
- Among travelers who planned a vacation based on a trend, only 21% said these experiences lived up to their expectations.
- 59% said a destination looked better on social media than in real life once they visited.
- 23% of respondents said cost and value rank first for where they plan to go next. 15% said cultural interest and emotional connection, and just 5% said social media trends would primarily guide their decision.
- Here is a list of travel trends respondents said they have actually tried:
- Bleisure travel — extending a work trip to include leisure time (37%)
- Hotel hopping (29%)
- Ancestry or heritage travel (27%)
- Dry tourism, or alcohol-free travel experiences (19%)
- Multigenerational, “extended family” trips (18%)
- Grocery store tourism (15%)
- “Cowboy core” or Western-inspired getaways (11%)
- Period drama or film/TV set-jetting (11%)
- Astro-cruising or astrology-themed trips (7%)
- None of the above (18%)