Canada sits right next door to the United States, yet not all of its cities get equal attention from American travelers. In 2024, total spending by visitors from the U.S. was $15.6 billion, accounting for the overwhelming majority of inbound tourism trips to Canada. The country is undeniably popular with Americans, but the love is concentrated in specific places. Some cities consistently pull enormous crowds from south of the border, while others barely register on the American travel radar. The gap between them reveals a lot about what truly drives cross-border tourism decisions.
Loved: Vancouver, British Columbia
According to Destination Vancouver’s Visitor Volume Model, over 2.6 million U.S. visitors traveled to the city in 2024 – a 7% increase from the previous year. Vancouver’s pull is easy to understand. The city landed at number 7 on the list of best large cities in the world, praised for its “competitive and creative arts scene, rugged natural beauty, and no shortage of things to do.” Mountains, ocean, and a walkable urban core packed into one city is a rare combination that Americans recognize immediately.
In 2024, Vancouver generated $8.9 billion in tourism revenues and supported more than 60,000 jobs, with the city’s natural beauty, thriving film industry, and cultural festivals continuing to attract millions of visitors. With the return of cruise ships and preparations for the 2026 FIFA World Cup, Vancouver is on track for even greater success. For Americans on the West Coast especially, the short flight distance and the familiar Pacific vibe make Vancouver feel like a natural extension of their own backyard – just with more mountains and a Canadian politeness that takes some getting used to.
Loved: Montréal, Québec
Montréal was described by one voter as “one of the best, if not the best, food cities in North America,” and while some may not think to travel there during the winter months, others argue “it’s the most romantic time to visit.” Montréal, the largest city in Québec, uniquely blends European charm and North American modernity, and as a predominantly French-speaking city, it offers a distinct cultural experience that differentiates it from other Canadian cities. That combination is a big deal for Americans who want to feel like they’re in Europe without the transatlantic flight.
The city is a hotspot for both leisure and business travelers, and Montréal’s old port, museums, and culinary scene continue to attract millions. From the Jazz Festival to Just for Laughs, Montréal packs its calendar with events that draw crowds from south of the border. Americans appreciate the French language immersion without needing a passport to cross the Atlantic. The exchange rate makes it even sweeter. Exchange rates have made Canada a more appealing destination for Americans, with the Canadian dollar historically weaker than the U.S. dollar, meaning U.S. visitors find that their money goes further in Canada.
Avoided: Toronto, Ontario
This one might be surprising given Toronto’s size and reputation. Toronto welcomed 9 million visitors in 2024, according to Destination Toronto figures, just 600,000 shy of the number of visitors it welcomed in 2019 pre-pandemic. However, Americans specifically are a different story. U.S. visitors to Toronto are down nine per cent since 2024, and the city is actively working to recover that market. In 2024, the total visitor count included 1.6 million from the U.S. – a respectable figure in absolute terms, but modest considering Toronto is Canada’s largest city.
Part of the issue is perception. Despite being located in different countries, Toronto and Chicago have quite a bit in common. Toronto is Canada’s largest city and the fourth largest city in North America, while Chicago is the fifth. Both cities are major economic centers and boast thriving business districts with diverse populations and multicultural neighborhoods. That similarity is actually a drawback. Many Americans simply don’t feel that Toronto offers something distinctly different from what they already have at home, which makes it harder to justify the trip. Destination Toronto opened new offices in the U.K. and Germany in June in an effort to attract more European tourists to the city, with numbers expected to grow especially as the FIFA 2026 World Cup approaches.
Avoided: Winnipeg, Manitoba
Americans tend to overlook Winnipeg despite its Canadian Museum for Human Rights, thriving arts scene, and surprisingly excellent food culture. The city’s geographic isolation in the prairies and brutal winter reputation work against it. Manitoba welcomed over 10.6 million visitors spending approximately $1.89 billion in 2024, but the vast majority of those visitors are Canadian rather than American. The city simply doesn’t make it onto most American travel shortlists, and that gap is hard to close without a dramatic rebranding.
Cities like Regina and Winnipeg struggle because they’re perceived as too similar to American prairie cities without offering compelling differentiators. The city lacks the wow factor that draws casual American tourists who have limited vacation time and countless destination options. It’s a tough position to be in. Winnipeg has genuine cultural assets, including the Canadian Museum for Human Rights and the Manitoba Museum, but good museums alone rarely move the needle for American leisure travelers who are weighing it against Vancouver or Montréal.
Avoided: Regina, Saskatchewan
Cities like Regina and Winnipeg struggle due to perceived geographic isolation, limited tourism infrastructure, and harsh climates that deter American visitors. Regina, the capital of Saskatchewan, rarely enters the Canadian travel conversation at all among Americans. There are no major international airports with direct U.S. connections at scale, no iconic landmark that functions as a calling card, and no culinary or cultural identity that has broken through to mainstream American awareness. Cities like Regina and Winnipeg struggle because they’re perceived as too similar to American prairie cities without offering compelling differentiators. Geography matters too, with easier accessibility boosting cities near major American population centers.
Canada’s tourism story in 2025 is one of contrasts: popular cities draw millions of American tourists, while others remain hidden gems, waiting for their moment to shine. Regina is perhaps the clearest example of a city with real local character that simply hasn’t found a way to communicate its appeal to a foreign audience. Ontario was the most visited province in Canada, receiving 41.8% of visitors from abroad, while Saskatchewan draws only a fraction of that international attention. The divide between Canada’s tourist darlings and its overlooked cities is wide, and for Regina, closing that gap would require more than marketing alone.
