Virginia may see fewer visitors from Canada this year as a tariff war sours relations with the U.S.’ northern neighbor. Still, local experts say it’s too early to tell how it might impact the tourist economy.
More Canadians visit the commonwealth than any other group of international visitors, according to the Virginia Tourism Corporation.
But, after President Donald Trump levied 25% taxes on Canadian imports, including steel, Canadian leaders have urged their folks to spend money and time closer to home.
“Choose Canada,” former Prime Minister Justin Trudeau said in February. For Prime Minister Mark Carney, the relationship between the U.S. and Canada is more than strained — it’s over, he said in March.
More than 380,000 Canadians visited the state and nearly 170,000 visited Virginia Beach in 2023, according to the Virginia Beach Convention and Visitors Bureau.
Data from 2024 isn’t available yet, and it’s not clear now how those numbers may fluctuate — or drop off — in 2025, said Brigitte Bélanger-Warner, the Canadian marketing specialist for the Virginia Tourism Corporation.
"We truly value the relationship that we have with our consumer and trade friends from Canada, so we are sensitive to the situation," she said. "We are following it closely and adapting our efforts accordingly."
Adapting efforts might look like softening some ad campaigns, she said.
Erin Goldmeir of the Convention and Visitors Bureau said she hasn’t seen widespread cancellations from Canadian visitors in Virginia Beach. Two groups of Canadian seniors called off trips planned for April. Each group had fewer than 30 people.
Canadians spent $203 million statewide in 2023. In Virginia Beach, Canadians’ $38 million outpaced the combined spending from the following largest groups of international visitors from the U.K., India, Germany and Turkey.
The U.S. Travel Association said a 10% reduction in Canadian tourism could cost $2.1 billion in spending nationwide.
To entice travelers, the “Virginia is for Lovers” website from the state tourism corporation and the “Visit Virginia Beach” site from the Convention and Visitors Bureau have pages in English and French touting the area's wonders to Canadians.
“Just a day’s drive from Québec and Ontario is Virginia Beach, one of the most beloved beach destinations in the United States,” trumpets the Visitors Bureau.
The city still has a “Loonie Savers” promotion, which grants discounts at hotels, restaurants, and retailers. “Loonie” refers to the diving bird on the back of the Canadian $1 coin.
The Virginia International Tattoo, produced by the Virginia Arts Festival, scheduled initially two bands from Canada to perform at the end of April.
The Royal Canadian Air Force Pipes and Drums are still slated to appear, but the Delta Police Pipe Band from British Columbia has dropped out.
It’s unclear if the band cancelled because of political objections, or more routine schedule changes. The band did not respond to a request for comment. Alli Pereira, a spokesperson for the arts festival, said Canadian bands have always been part of the Tattoo.
Chris Jones, a spokesperson for the Norfolk International Airport, estimated, based on flight data, that about 30,000 people flew from Canada to Norfolk last year. It was the first year those numbers rebounded to pre-pandemic levels, but there's no telling if that will hold steady. He also noted the data doesn't account for the travelers' nationalities, although most were likely Canadians.
The Bank of Canada said tariffs and trade uncertainty are hurting the Canadian economy, increasing business costs and raising consumer prices.
Jones said economic factors influence willingness to travel.
“If things are happening that cause people to fear for their job status or financial stability, one of the things that they’ll look at is travel,” he said. “‘Do I need to take that vacation? Do I need to take that trip?’”
