For a few optimistic weeks this summer, Canadian drivers heading south on the highway from Toronto to New York were met with a glowing message: “Buffalo Loves Canada.” The vibrant billboard, part of a campaign offering a $500 gift card giveaway, was designed to rekindle cross-border travel and show appreciation for Buffalo’s long-missed northern neighbors.

Initially, the outreach showed promise. Over 1,000 Canadians entered the giveaway, sparking hope for a resurgence in summer tourism. But by late July, it became evident that the usual seasonal influx of Canadian visitors to Buffalo wasn’t materializing.

“We thought we were on the right track,” said Patrick Kaler, CEO of Visit Buffalo Niagara. “But the numbers just didn’t come.”

Buffalo’s tourism woes are part of a much wider trend. Across the United States—from border cities to major destinations like Las Vegas and Los Angeles—fewer international visitors made the trip this summer. Travel industry analysts warn the decline may not be temporary.

Experts and local officials point to the return of President Donald Trump to the White House as a key factor. They cite his administration’s renewed focus on tariffs, a hardline immigration stance, and provocative comments—such as suggesting the U.S. should acquire Canada or Greenland—as damaging to the country’s image abroad.

“It’s frustrating to watch the traffic fall off so drastically,” said Kaler. “Especially when much of it stems from rhetoric that could easily be changed.”

The World Travel & Tourism Council (WTTC) sounded the alarm before Memorial Day, predicting that the U.S. would be the only one among 184 countries to see a drop in foreign visitor spending in 2025—a stark warning about the nation’s declining global appeal.

“The world’s largest travel and tourism economy is going backward,” said WTTC President and CEO Julia Simpson. “While other countries are welcoming tourists, the U.S. is hanging up a ‘closed’ sign.”

Tourism Economics, a leading travel research firm, echoed the concern. In its latest forecast, it projected an 8.2% drop in international arrivals to the U.S. in 2025—slightly better than its earlier estimate of a 9.4% decline, but still well below pre-pandemic levels.

“The negative sentiment has been deeply felt,” the firm noted, adding that recent airline booking trends suggest the inbound slowdown seen in May, June, and July is likely to continue for the foreseeable future.