New York State launches a “NY Loves Canada” campaign to boost Canadian tourism, offering deals on attractions and lodging after a significant travel decline in 2025.

BUFFALO, N.Y. — New York State is launching a campaign in a bid to bring Canadian visitors back to the state. 

The ‘NY Loves Canada‘ promotion offers Canadian visitors deals on attractions and lodging across New York through the end of summer, with some discounts lasting into December.

The campaign comes as Canadian travel to New York dropped more than 26% in 2025 compared to 2024, according to a study commissioned by the Empire State Development. 



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“Canada is a strategic and vital ally to New York, and the state’s tourism businesses are feeling the impact of fewer visitors traveling to our communities,” New York Governor Kathy Hochul said in a release. “Our message is one of love: New York loves Canada, despite whatever headwinds may challenge our fellowship. This new program is our invitation to Canadian travelers. New York and Canada are neighbors by geographic destiny, but we are friends by choice, and we want our Canadian companions to know that they are welcome in New York State.”

Tourism brought more than 321 million visitors to New York in 2025, generating nearly $100 billion in direct spending and a total economic impact of $152.7 billion, according to the study.

“New York State is always eager to welcome its friends from north of the border, and these special discounts provide additional reasons for Canadian travelers to extend their summer and kick off Fall holidays with the amazing attractions, spectacular lodging and delicious dining available here in the Empire State,” said ESD Vice President and Executive Director of Tourism Ross D. Levi.  “From Niagara Falls to the Thousand Islands, to the Adirondacks and all the way down to the Big Apple, there is everything to love for Canadian visitors across New York State.”

Domestic travelers drove the growth in 2025. International arrivals fell 6.3%, with Canadian visitation taking a particularly sharp hit.

Despite the decline in international visitors, domestic visitors spent $78.5 billion, an increase of nearly 6%.

You can read the full report here.