Donald Trump recently wrapped up his first 100 days in office, and his initial months as president have shaken up many areas of life, including the U.S. travel industry.

Visitation to the United States has declined in response to some of the president's rhetoric, including comments about making Canada the "51st state."

Those types of remarks, along with the administration's new tariffs directed at Canada, a longtime ally, have led Canadian travelers to increasingly take their dollars elsewhere.?

A report from Statistics Canada, for instance, shows that the number of Canadians making road trips to the United States declined by 32 percent year-over-year in March. There was also a 13.5 percent decline in Canadians visiting by plane in March.

This is a notable shift from 2024, when Canada was the top source market for inbound tourism to the United States. About 20.4 million Canadian visitors spent $20.5 billion in the U.S. last year across hotels, restaurants, shops and more.

More than a few U.S. destinations are feeling the impact of the Canadian tourist decline. California, for instance, welcomed about 1.8 million Canadians last year, who spent $3.72 billion, according to Governor Gavin Newsom's office.

This year's figures, however, show that in February, there was a 12 percent year-over-year drop in Canadian visitors to California. That's the first downturn in Canadian travelers for The Golden State since the tourism economy began recovering after the pandemic.

The state has responded by recently launching a campaign meant to woo Canadian travelers back.

Hawai'i has also been feeling a bit of the Trump Slump. In March, Hawai'i News Now reported as much, indicating that Canadians were canceling trips to Hawai'i due to the new U.S. presidential administration's policies.?

Samantha Carreira, who handles all media relations for Hawai'i Tourism Canada, recently shared insights about these developments with TravelPulse.

Carreira told TravelPulse that "Hawai'i has experienced a slight softening in arrivals from Canada the first half of 2025."

Several factors have likely contributed to this development, she added, "including a weak Canadian dollar and concerning remarks from U.S. President Donald Trump regarding Canadian sovereignty."

"That said, Canada is still a top international market for Hawai'i, with continued travel interest," added Carreira.

Nevertheless, Hawai'i Tourism Canada is focusing its marketing and pitching efforts for the Canadian audience on highlighting Hawai'i's unique cultural, natural, and experiential offerings ¨C factors that set Hawai'i apart from other U.S. destinations, Carreira said.

"We're emphasizing regenerative tourism and promoting responsible travel experiences that resonate with Canadian values around sustainability, authenticity, and community connection," continued Carreira.

Hawai'i Tourism Canada's messaging also centers around the idea that Hawai'i is not just a place to visit but a place to connect with.

These types of messages will be important at a time when many carriers are also pausing or cutting flights between the U.S. and Canada as Canadians shift away from American travel and instead head to Mexico or Europe. Data analysts OAG have called the slashing of flights to the U.S. from Canada "a collapse."

To help address the airlift woes, Hawai'i Tourism Canada' is also working closely with airline partners to ensure it remains up to date on lift to the Hawaiian Islands from key Canadian cities, Carreira explained.

But whether its land or air visitors, the marketing message from Hawai'i Tourism Canada aims to make clear to Canadians that the islands remain a special place to visit.

"From the spirit of aloha to the focus on m¨¡lama (care for the land and each other), Hawai'i offers travelers a chance to be part of something deeper than a typical vacation," said Carreira.

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