OTTAWA, Canada -- At its annual Travel Exchange, the National Tour Association said a majority of members say business is up in 2025 from last year, and most project further growth next year, as the U.S. celebrates the 250th anniversary of the founding of the country and the centennial for Route 66.
It said that 47% of tour operators expect a moderate increase of customers compared with this year, while 7% expect an increase of 10% or more of customers.
The association also asked tour operators about their biggest challenges heading into 2026. Seventy-six percent said the rising costs of vendors, while 37% said declining consumer confidence or lower discretionary spending. Twenty percent said regulatory or policy changes related to visas, national parks or sustainability.
Ottawa was chosen as the conference city several years ago, so the timing of the event, amid tensions between the U.S. and Canada, was coincidental, though a welcome opportunity to promote travel, NTA president Catherine Prather said.
Thirty-four percent of members reported a drop in 2026 bookings to Canada. About 75% of U.S.-based respondents said a drop in Canadian visitation has affected their business.
U.S. Tour Operators Association president and CEO Terry Dale attended the conference given the importance of supporting U.S.-Canada tourism. Both the NTA and USTOA, along with other tourism associations in the U.S. and Canada, formed a coalition to promote tourism and solidarity.
"It's a tough situation," Dale said. "We get it. We understand why Canadians are upset and have decided not to travel to the U.S. When you're ready to come back, we will open our arms with love and hospitality, because we miss you."
Update: This report was updated to include data from NTA on operators' expectations of growth in 2026.