08/14/2026
Updates 08/14/2026: Ohio's Travel Industry and Current Travel Research
CANADIAN INTEREST IN U.S. TRAVEL IS REBOUNDING, BUT PERCEPTIONS OF SAFETY AND U.S. POLICIES REMAIN CHALLENGES.
The latest findings point to a growing opportunity for U.S. destinations, including Ohio, as Canadian travel intent improves and fewer travelers are choosing to abandon U.S. trips altogether. For Ohio businesses, the findings reinforce the importance of highlighting welcoming experiences, attractions and the ease and value of visiting the state.
Key findings from Longwoods International, fielded July 9–14, 2026:
- 28% of Canadian travelers visited the U.S. in the past six months, up from 23% in July 2025, while the share who neither traveled nor intended to travel declined from 60% to 51%.
- 49% intend to visit the U.S. in the next 12 months, up from 43% in April 2026; 12% have already booked their travel and another 37% intend to travel but have not yet booked.
- The impact of U.S. policies is easing: 56% say current U.S. policies make them less likely to travel to the U.S., down from 63% in July 2025, while 25% say policies have no influence on their plans, up from 18%.
- Domestic travel remains the biggest alternative to a U.S. trip: 37% of policy-concerned travelers say they would replace their U.S. trip with a domestic trip, while only 16% would switch to another international destination.
- The U.S. continues to have strong attraction appeal, with a study-period high of 91% agreeing that the country has “lots of things to see and do.” However, only 37% agree that the U.S. is a safe place to visit, highlighting an ongoing perception challenge for destinations seeking Canadian visitors.
- Ohio destinations may benefit from travelers looking for specific U.S. experiences closer to home, particularly as 19% of policy-concerned travelers say they will alter their itinerary to avoid certain areas of the U.S., up from 11% in January 2026.
TRAVEL CONFIDENCE AND BUDGETS REBOUNDED, BUT GAS PRICES CONTINUE TO SHAPE ROAD-TRIP DECISIONS.
The July results suggest that summer demand strengthened after a softer June outlook. Ohio tourism businesses still need to emphasize value and manageable travel distances, but there are opportunities to capture late-summer and September trips, particularly from families and younger travelers.
Key findings from Future Partners’ The State of the American Traveler, released July 7:
- Travel confidence improved: 37.7% said it was a good time to spend on leisure travel, while the average annual travel budget rebounded to $6,022.
- Travelers expect an average of 3.8 leisure trips during the next year, up from 3.6 in the previous survey.
- Forward plans strengthened, with 33.9% planning August trips and 29.1% planning September trips.
- Gas prices remain a barrier: 52% would take fewer road trips if prices stay high, while 16.4% canceled and 27.7% postponed a trip because of rising costs.
- Travel activity was strongest among parents of school-age children and younger travelers; 56.2% took an overnight trip and 57% took a day trip in June.
TRAVELERS ARE NOT SIMPLY LOOKING FOR THE LOWEST PRICE. THEY EXPECT DESTINATIONS TO PROVE THEIR VALUE.
For Ohio destinations and businesses, value should be communicated through distinctive experiences, convenience, authenticity and the quality of the overall trip. This means not focusing on price alone. Accurate online information is increasingly important because travelers are using AI to compare destinations and develop itineraries.
Key findings from MMGY’s 2026 Portrait of American Travelers Summer Edition, released July 9:
- 49% of Americans planned a leisure trip within the next three months; active travelers expect 3.5 trips and $5,570 in spending during the next year.
- 52% of active leisure travelers have used AI to plan a trip, up 10 percentage points; ChatGPT and Gemini are the leading tools.
- 55% are interested in traveling for a major event, including 29% for America’s 250th anniversary activities and 27% for a sporting event.
- Destinations must differentiate their experiences, communicate authentic stories and demonstrate value as competition for each trip intensifies.