US Traveller Pulse Survey Results: Wave 2

Context Research Group (CRG) recently partnered with Destination Ontario (DO) to explore how U.S. travellers are perceiving Ontario in the midst of rising political tensions—and the findings tell a story of resilience, nuance, and opportunity.

Two months after the onset of trade friction and continued political discourse, American perceptions of Ontario’s safety, accessibility, and appeal remain steady across both Drive and Fly markets. However, there’s a subtle but important shift: while the province continues to be seen as a safe and beautiful place to visit, some travellers are starting to question whether they’ll feel truly welcomed. Despite these concerns, travel intent remains strong, signaling that Ontario’s core strengths are still outweighing any headline-fueled hesitation.

Ontario’s Brand Is Holding Steady

Across both the US Drive and US Fly markets, key brand and perception metrics remain stable. Travellers continue to see Ontario through a lens of natural beauty, safety, and ease of access. The province’s core strengths are standing tall against the backdrop of international political friction.

Elbows Up, Arms Open?

While safety and accessibility are intact, one perception has taken a noticeable hit: how welcome American travellers expect to feel. There’s a growing uncertainty about whether Canadians might view them differently given the current political climate. This isn’t rooted in actual visitor experience—but rather a concern about potential anti-American sentiment. It's a reminder that how we make people feel matters as much as what we offer.

Travel Intentions Are Unshaken

Despite these concerns, travel intent hasn’t budged. Americans are still planning trips to Ontario at the same rate as before. For many, Ontario’s enduring appeal—its scenic landscapes, welcoming cities, and affordability—eclipses any political unease.

To dive deeper into the data behind these insights—including detailed slides, key metrics, and analysis by market segment, follow the links below.

US Pulse Study Wave 1 (January 27 - 31, 2025): https://qrco.de/bfrKeG

US Pulse Study Wave 2 (March 19 - 25, 2025): https://qrco.de/bftEaN