​Shannon Stowell shared with @JohnTory of Newstalk 1010 in Toronto why the Beyond Borders Tourism Coalition is calling for a time-out on the US-Canada travel meltdown :: January 2026

This radio broadcast discusses how politicized rhetoric has depressed cross‑border travel between Canada and the United States, with clear impacts on both sides: Canadian car trips to the U.S. reportedly down close to 20%, some states citing campground bookings from Canadians plunging as much as 70%, and border communities in places like Montana and New Hampshire—once reliant on Canadians for up to 80% of international business—facing empty lots.

 

Shannon Stowell, CEO of Adventure Travel Trade Association and initial founder of the Beyond Borders Tourism Coalition (BBTC), joined a radio broadcast to outline the coalition’s goals and a practical reset. He stressed tourism as “soft diplomacy,” noted damage flowing in both directions, and traced BBTC’s origins to industry leaders convening to “elevate the conversation,” now 11 organizations strong. Key points: remove politics from travel, ensure no surprise fees or border process changes, align positive binational messaging on value and safety, and coordinate advocacy—especially among U.S. associations active in Washington—to restore predictability. He condemned disrespectful statements, affirmed the historic friendship across the longest undefended border, and said many in the industry urged action.

 

From BBTC’s perspective, the fix requires stable, transparent policies, harmonized communications, and targeted recovery for hard‑hit gateway communities. With risks of prolonged damage into the 2026 season, the coalition calls for immediate, binational collaboration among policymakers, tourism boards, and trade associations to depoliticize travel, rebuild confidence, and safeguard livelihoods.

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From Best Friends to Elbows UP: Tourism Leaders Call Time Out on the U.S.–Canada Travel Meltdown :: December 2025

The Beyond Borders Tourism Coalition (BBTC) warns that the long-standing ease of U.S.–Canada travel has given way to a policy environment that is actively depressing visitation and destabilizing border economies. Canadian car trips to the U.S. are down nearly 20 percent, with some states reporting campground bookings from Canadians plunging by over 70 percent, while certain destinations—like Montana and New Hampshire—are seeing profound declines among their historically high share of international visitors. Compounding the demand shock, new per-person surcharges of $100 at iconic U.S. national parks and a tripling of international annual pass prices—applied mid-season—are eroding contracts and trust for tour operators who sold itineraries 12–18 months in advance. Group travel via motorcoach generated nearly $70 billion in direct traveler spending and supported more than 890,000 U.S. jobs in 2024, yet international group bookings are already down 30 percent, hitting rural gateway communities hardest.

 

The release links surprise fees, tariffs, and antagonistic rhetoric to a chilling effect on cross-border tourism, including concerns over digital privacy at the border. Indigenous and rural communities—whose livelihoods depend on predictable cross-border flows—are watching carefully built partnerships wobble as policy whiplash undermines long-lead planning. BBTC’s recommendations are clear: stop surprise fee changes by instituting transparent timelines and meaningful consultation; reassess travel-related tariffs and costs that drain border economies; retire tough-talk messaging in favor of pro-tourism, pro-trade language; and invest in joint marketing, recovery programs, and support for gateway and Indigenous communities. This call to action frames the U.S.–Canada tourism relationship as a valuable economic asset requiring immediate, cooperative advocacy to restore confidence, demand, and jobs across both nations.

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Association Leaders Unite to Tackle Obstacles to Tourism Growth :: September 2025

Leaders across the U.S. tourism ecosystem, and Beyond Borders Tourism Coalition founders —Catherine Prather (NTA), Terry Dale (USTOA), Carylann Assante (SYTA), and Fred Ferguson (ABA)—highlighting how post-pandemic gains are now threatened by policy volatility, funding cuts, and weakening inbound demand. Core concerns include reduced federal support for destination marketing (notably Brand USA), trade and visa friction that can quickly depress cross-border visitation, and the cascading economic effects on national parks, suppliers, and communities dependent on tourism.

 

Leaders underscore that tourism is a top-tier employer—surpassing sectors like retail and manufacturing—yet it remains under-recognized in policy debates. Funding reductions at the federal level shift burdens to states, which are already redirecting tourism dollars elsewhere. The result: fewer staff, diminished experiences, and a chilling effect on investment. Meanwhile, inbound declines—particularly from Canada, historically the U.S.’s number one market—are pushing operators to pivot to domestic travel while seeking stability in cross-border flows. 

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Borders or Barriers? Why Suspending Youth Travel Jeopardizes Cultural Understanding and Impacts Future Generations :: August 26, 2025

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North American Tourism at a Crossroads: Beyond Borders Tourism Coalition Urges Action as New Tariffs and Political Instability Stall Recovery for Tourism Industry (en français) :: July 30, 2025

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Beyond Borders Tourism Coalition - The Future of Travel in North America :: April 16, 2025