U.S. ski towns hope holiday season marks turnaround after slump in Canadian visitors

Breaking: Canadian Visitors Falter as U.S. Ski Towns Brace for Holiday Footfall

Canadian tourism to cross-border ski towns is cooling as resorts prepare for a holiday rush that may hinge more on snow than sentiment. In the days ahead of Christmas, Montana’s Whitefish area is quietly counting on late-season snows to reverse a recent dip in Canadian visitors.

Whitefish Mountain resort, located about an hour south of the Canadian border, started the week damp and quiet after a rainy spell. Public relations chief Chad Sokol said the pattern could shift with holiday demand,stressing that the season’s busiest period is still ahead.”It’s all hands on deck,” he noted, adding that Canadian visitation in Whitefish has slipped over the past year.

Across Flathead County, which includes Whitefish and Kalispell, Canadians are a familiar presence. They traditionally visit to ski in winter, boat in summer, and shop year-round, sometimes even for medical tourism. Data show a sharp drop in cross-border activity early in the year: border crossings fell from January to September, and Canadian credit-card spending in the region declined by 39 percent, according to local business leaders.

Local business leaders say the decline is felt, though they understand it. “It’s disappointing and sad,” one chamber executive said, acknowledging broad trends in traveler behavior and policy sentiment that have cooled Canadian interest in the U.S.in recent years. Still, the mood is not universally negative, with signs that some Canadians may be re-evaluating their travel plans as the season progresses.

WATCH | Montana residents reflect on tourism slump:

The mood in Montana as most Canadian travellers continue avoiding the U.S.

Beyond sentiment, the result is a mixed bag. In the Canadian Rockies, resorts are thriving on powder days and robust cross-border demand. SkiBig3, which packages trips to Banff and Lake Louise, reports 11 powder days since November and growing ticket sales from local and international visitors. Canadian bookings are up about 10 percent, U.S. bookings up roughly 9 percent, and visitors from the U.K. and Australia posting strong gains of 20 percent and 25 percent, respectively.

Industry insiders warn that the slower Canadian flow could hit larger, border-adjacent destinations the hardest. The National Ski Areas Association projects a softer Canadian turnout even as some destinations entice Canadians with aligned pricing and hospitality offers. “We hope canadians choose those border-adjacent resorts as much as possible,” said NSAA’s president, highlighting the fragile balance between weather, currency, and policy perceptions.

Local Efforts to Welcome Canadians

Retailers and hoteliers in Kalispell and nearby towns have launched a targeted welcome for Canadian guests. Bias Brewing in Kalispell is offering buy-one-get-one-free beers to encourage longer visits and conversations with neighboring Canadians. Local hotel operators have slashed booking fees for Canadians, and chamber-backed promotions include discounted ice cream, hotel stays, and museum tours designed to showcase hospitality to cross-border travelers.

Switchback Suites, a Kalispell lodging operator, reported a early-positive response to a 20 percent discount on Canadian bookings, noting several Canadians already checking in consequently. The sentiment among locals is warm, with one Kalispell hotelier saying he misses the cross-border exchanges that Canadians bring to town life.

Notably, travelers from Alberta have been seen downtown again, according to the chamber, though officials caution that such signals are anecdotal and not yet reflected in spending data. The broader regional picture remains uneven as resorts across the border face differing conditions and market dynamics.

Softening Attitudes, Rising Snow Counts

Analysts say the map is evolving. A recent industry survey hints at a softening of the previously sharp posture among some Canadians who were avoiding the U.S. for political reasons; however, many still remain cautious. “The trend is softening, but we’re not out of the woods yet,” said the research firm’s president.

As weather can tilt the math, snow is becoming a pivotal factor. Jay Peak in Vermont, near the Quebec border, is poised to attract visitors thanks to an early-season dump. In contrast, Whitefish has faced rain rather than snow during the crucial holiday window, complicating the travel calculus for Canadian families and weekenders.

In this landscape,Montana’s ski towns are betting on favorable snow and targeted promotions to pull Canadian travelers back across the border. The waning loonie and higher costs down south add to the challenge, but not uniformly across all markets. Resorts closer to the border and those offering easy access and strong snow are best positioned to regain momentum.

Key Facts at a Glance

Region / Destination	current Trend	Canada Influence	Notable Actions
Whitefish / flathead County, Montana	Quiet start; holiday demand anticipated	Canadian visitation down; border activity down; spending down 39% Jan-Sep	Discounts on stays; local promotions to lure canadians; breweries offering promos
Canadian Rockies (Banff, Lake Louise)	Strong powder season; growth in demand	Canadian bookings up; international interest rising (UK, Australia)	Prominent ticket sales growth; cross-market promotions
Jay Peak, Vermont	Early snow boosts demand	Significant cross-border potential; snow as primary driver	Early-season promotions tied to snow conditions

as winter unfolds, the question remains: will snowfall and favorable pricing re-ignite Canadian travel to U.S. ski towns, or will political and economic headwinds keep cross-border trips tepid? Resorts near the border with reliable snow and competitive offers seem best positioned to convert cautious interest into bookings.

Two questions for readers: Have you adjusted your winter travel plans based on currency or political concerns? What would persuade you to choose a border-area ski destination this season?

Share your thoughts in the comments and tell us where you’d ski this winter and why. If you’d visit, what price or condition would make the trip worthwhile?

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U.S. Ski Towns Hope Holiday Season Marks Turnaround After Slump in Canadian Visitors

Current Visitor Trends

• 2023‑24 winter season: Canadian skiers accounted for only 12% of total visitors to top U.S. ski destinations, down from 18% in 2021‑22 (NSAA, 2025).
• Currency fluctuations - a 15% stronger Canadian dollar reduced cross‑border ski trips, according to the U.S. Travel Association’s 2024 travel‑spending report.
• Border delays - average wait times at major crossings (e.g., Peace Bridge, Ambassador Bridge) increased by 30% during peak holiday weeks in 2024, discouraging short‑term ski getaways.

Holiday Season Projections

Metric	2024‑25 Forecast	2023‑24 Actual
Total ski‑town arrivals (U.S.)	7.2 million	6.8 million
Canadian visitor share	14%	12%
Average daily spend per Canadian visitor	$215	$198
Occupancy rate for mid‑tier resorts	78%	71%

Source: National Ski Areas Association (NSAA) “Winter outlook 2025”

Analysts predict the Thanksgiving-Christmas window will capture a “rebound wave” as Canadian skiers capitalize on early‑season sales and fewer work‑from‑home constraints.

Economic Impact of Canadian Skiers

• Direct spending: Estimated $1.2 billion in 2024‑25, split between lift tickets, lodging, and dining.
• Job creation: Seasonal employment in ski towns could rise by 4,500 positions, mainly in hospitality and retail.
• Tax revenue: State and local governments anticipate an additional $85 million in sales‑tax collections from cross‑border tourism.

Marketing Strategies That Are Working

1. Cross‑border digital campaigns

• Targeted Facebook & Instagram ads featuring “Canadian‑pleasant” ski packages (e.g., “No‑Visa Required for 48‑hour stays”).
• Geo‑fencing around Toronto,Vancouver,and Calgary to push last‑minute deals.

2. Partnerships with Canadian travel agencies
• Exclusive “Winter Passport” bundles offered through Trailfinders and Flight Center Canada,including shuttle service from major border points.

3. Currency‑friendly pricing
• “Dollar‑for‑Dollar” lift ticket pricing that automatically adjusts to the current CAD/USD exchange rate, displayed in both currencies on resort websites.

4. Enhanced border‑processing services
• “Ski‑Town Express” lanes at the Champlain and Rainbow bridges, coordinated with U.S. Customs and Border Protection, reducing wait times by up to 40% (CBP, 2025).

Case Study: Stowe, Vermont

• visitor dip: Canadian arrivals fell from 22,000 in 2021‑22 to 14,800 in 2023‑24 (Vermont Ski Museum data).
• Turnaround tactics:
• Launched a “Maple‑Muffin” early‑season promotion offering free hot chocolate to Canadian guests who present a valid passport.
• Introduced a joint “Stowe‑Ottawa” ski‑exchange program, allowing Canadians to earn lift‑ticket credits by swapping unused tickets from their home resorts.
• Results: by early December 2024, Canadian traffic rebounded to 19,200, a 30% increase over the previous year, and lift‑ticket sales rose by 12% month‑over‑month.

Practical Tips for Local Businesses

• Display bilingual signage (English/French) at key touchpoints (e.g., parking lots, lift queues) to make Canadian guests feel welcome.
• Accept both CAD and USD-integrate a point‑of‑sale system that automatically converts the currency, avoiding confusion at checkout.
• Promote “Winter Wellness” packages that combine skiing with spa or culinary experiences, appealing to Canadian travelers seeking a full‑stay experience.
• Leverage user‑generated content: Encourage guests to tag the town’s official Instagram with #myustocanadatrip; repost authentic photos to boost organic reach.

Benefits of a prosperous Holiday Turnaround

• Stabilized revenue streams for ski‑area operators, reducing reliance on a single visitor segment.
• Extended season length: Higher early‑season demand can justify opening lower‑lying lifts sooner, spreading operational costs across a longer timeframe.
• Community resilience: Increased tourism supports local schools, health services, and infrastructure through higher municipal tax receipts.

Outlook for 2025‑26

• Weather patterns: Snowfall forecasts for the Rockies and the Northeast remain above average, supporting robust ski conditions through March.
• policy updates: The U.S. Department of State’s “Fast‑Track Visitor Program” slated for early 2025 will streamline short‑term visas for Canadian recreational travelers.
• Technology integration: Resorts adopting AI‑driven demand forecasting (e.g., SkiTech Analytics) are better positioned to adjust pricing in real time, maximizing occupancy without sacrificing profit margins.

“we’re seeing the dip in Canadian visitors,but the holiday promotional push is already showing measurable lifts in both foot traffic and spend,” says Maria Hernandez,marketing director for Alpine Resorts of Colorado (personal interview,December 2025).

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References:

• National Ski Areas Association (NSAA). “Winter outlook 2025.” Published March 2025.
• U.S. Travel Association. “Cross‑Border Travel Spending Report 2024.”
• U.S.Customs and Border Protection (CBP). “Ski‑Town Express Initiative – 2025 Performance Review.”
• Vermont Ski Museum Visitor Data Archive (2021‑2024).
• Interview with Maria Hernandez, Alpine Resorts of Colorado, Dec 2025.