A welcome programme in response to a sharp downturn
The NY❤️CANADA programme, hosted on the I LOVE NY website, showcases offers and discounts available to Canadian travellers during the final weeks of summer, in August and September, with some promotions running through December. Discounts vary by attraction and establishment, with the aim of encouraging travel and offsetting the impact of the exchange rate.
Governor Kathy Hochul said Canada is a strategic and essential ally for New York, and that the state’s tourism businesses are feeling the impact of the decline in visitor numbers in local communities. She added that the message was one of love — that New York loves Canada, despite the headwinds that may be testing the relationship.
A downturn reflected in the numbers
Canada has long been New York State’s leading international market. In 2025, overall visitation rose 1.1% to reach 321 million visitors, but international arrivals fell 6%, dragged down by a marked decline from Canada. Spending by Canadian visitors dropped 28% compared with 2024 — a decline La Tribune de l’Hôtellerie recently reported on at national level, with the US Congress recording almost 9.9 million fewer Canadian visitors in 2025.
This slowdown is being felt across the entire tourism value chain, from hotels to airlines, restaurants and parks. Several hotel groups operating in the United States, Hilton among them, had already anticipated a slower year, as international visitation shifts towards other source markets.
A coordinated statewide response
NY❤️CANADA complements the Northern Neighbour Deal, launched by New York City Tourism + Conventions, which highlights offers on accommodation, attractions, dining and Broadway shows in New York City. Establishments and attractions interested in taking part in the programme are invited to contact their regional tourism promotion agency.
For Hope Knight, President, CEO and Commissioner of Empire State Development, the relationship between New York and Canada goes beyond geographical proximity and is built on a long-standing commercial partnership. Ross D. Levi, ESD Vice President and Executive Director of Tourism, said the discounts give Canadian travellers an added reason to extend their summer or plan ahead for autumn getaways, from Niagara Falls to the Thousand Islands and the Adirondacks, all the way to New York City.
Outlook for hospitality professionals
NY❤️CANADA builds on outreach already under way by I LOVE NY targeting Canadian travellers and businesses, an effort that is particularly significant for the state’s border regions. It draws on targeted marketing, experiential activations, a stronger social media presence, and a Global NY trade mission held in Montreal and Toronto last autumn.
For hoteliers, investors and asset managers operating in New York State, the programme sends a clear signal: winning back the Canadian market has become a stated public-sector priority, at a time when pressure on occupancy and international-visitor revenue remains significant.
At a glance by The Hospitality Tribune
NY Loves Canada: New York State targets Canadian travelers with new savings program
Canadian visitation to New York State fell more than 26% in 2025
Canadian traveler spending dropped 28% year-over-year
Overall New York State visitation grew 1.1% to 321 million visitors in 2025, while international arrivals fell 6%
Promotions run through late summer and September, with some offers extending into December
Program complements NYC Tourism + Conventions’ Northern Neighbour Deal
Discounts apply to lodging, attractions and dining across the state
