Ontario, May 2025 — Ontario’s tourism sector is preparing for a unique summer season shaped by patriotism, cross-border uncertainty and rising costs. A new survey of the industry conducted by the Tourism Industry Association of Ontario (TIAO) reveals stable domestic bookings, declining U.S. bookings, shifting consumer habits, and increasing costs related to trade and tariffs.
The survey, conducted in May 2025, provides a snapshot of industry sentiment as the province heads into peak travel season — and offers early indicators of where the sector is headed.
Key Highlights:
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Domestic demand leads: Ontario remains the top source market, with most operators noting booking pace that is either the same or better compared to this time last year.
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U.S. visitation slows: 32% of operators report lower bookings from U.S. visitors for Summer 2025 vs. last year.
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Shorter booking windows: Last-minute booking behavior is on the rise due to cautious consumers.
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Cost pressures intensify: 37% of operators cite cost increases due to U.S. tariffs and supply issues; 28% regularly source goods from the U.S.
To access the full results or to set up an interview with TIAO, please reach out to:
Media Contact:
Madison Simmons
Vice President, Public Affairs
Tourism Industry Association of Ontario
msimmons@tiaontario.ca
*Please note that we are only able to accommodate interviews on this data on/before Friday, May 30, 2025.