Explained: Canadian tourism has plummeted in New Hampshire

Have you noticed fewer tourists in New Hampshire this year?

Tourism plays a critical role in the US economy—and in the Granite State, Canadian tourism is especially important. Visitors from Canada typically make up about 5% of all tourism to New Hampshire, with thousands crossing the border to enjoy charming small towns or outdoor excursions in the White Mountains. But New Hampshire’s tourism industry has taken a steep hit in recent years, thanks partly to Donald Trump’s divisive global trade policies.

Trade between Canada and the US was rocky in 2025. Under Trump’s guidance, the US placed  a tariff on Canadian steel and aluminum, which spurred retaliatory tariffs from Canada on American imports. This trade drama disproportionately affected New Hampshire, where a  significant portion of imports come from Canada.

Canada has since relaxed its retaliatory US tariffs, but continued tension between two countries   is reflected in recent tourism data.

According to US Customs and Border Patrol data, with the exception of January, travel from Canada to the northeast US across the northern border fell below 2024 levels for every month of 2025. In October, travel from Canada to the US fell to its lowest point in two years. This chilling effect has reached New Hampshire, where Canadian tourism declined by roughly 30% during summer 2025.

These statistics reflect a growing divide between Canada and the US—sparked not only by Trump’s trade policies, but by polarizing rhetoric that makes some Canadians feel less-than-enthusiastic about giving their tourism dollars to the US.

Sununu wants to bring Trump deeper into New Hampshire

Trump’s volatile trade strategy could soon bleed even further into the Granite State’s economy.

New Hampshire US Senate candidate John E. Sununu, once a vocal advocate for free trade, wants the president’s backing—and his shifting tone toward MAGA policies could reflect a willingness to embrace Trumpian trade strategy.

WATCH: John E. Sununu bends on Trump tariffs

The Sununu name is familiar to many Granite Staters: John E. Sununu’s father, John H. Sununu, was New Hampshire’s governor in the 1980s. His brother, Chris, was governor from 2017-2025. John E. Sununu first represented New Hampshire in Congress from 1997-2009 before losing his seat to Democrat Jeanne Shaheen and launching a career as a corporate board member.

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During his time in Congress, free trade was among Sununu’s most championed issues. In 2005, Sununu was even named the Senate’s “top free trade supporter” by the Cato Institute, a libertarian think tank. And before announcing his 2026 Senate bid in October, Sununu didn’t hesitate to criticize Trump’s trade positions.

In 2023, he said both Trump and Biden were bad for free trade.

“We need leadership. Leadership matters,” Sununu said. “Good leadership matters. And bad leadership matters, too.”

But now Sununu’s tone has shifted as he awaits a potential Trump endorsement. While he previously attempted to distance himself from Trump and MAGA, he now seems to want to have it both ways—suggesting he’s an independent thinker, while pandering to Trump when it serves him. In a recent interview with WMUR, Sununu said he would be an “effective advocate” in working with Trump.

Sununu vs. Pappas

Next year’s general election will likely offer Granite Staters the choice between Sununu and his presumed Democratic opponent, Rep. Chris Pappas, whose recent work directly addresses Trump’s tariff policies.

ON SOCIAL: Trump’s tariffs could jack up costs for NH small businesses. Enter Chris Pappas

Pappas introduced legislation in December to reimburse small businesses for the hit they’ve taken on Trump’s tariffs. The “Small Business RELIEF Act” would exempt small businesses from baseline and reciprocal tariffs and refund businesses who were forced to pay them.

“President Trump’s tariffs have forced American small businesses to freeze hiring, hit pause on plans to expand, and cut their already tight budgets to keep their doors open,” Pappas said in a press release.

Pappas is also a cosponsor of the “Prevent Tariffs Abuse Act,” which would amend existing law to make clear that the authority granted to the President does not include the authority to impose tariffs on the US. Article I of the Constitution gives Congress the power to impose taxes and tariffs.

Sununu, for his part, continues to rein in his once-steadfast belief in free trade.

“I think the point is if [other countries] want access to the American market, they’re going to have to either change those non-tariff barriers or face some form of tariff, and I think that message is an important one,” he told WMUR.

Meanwhile, Trump shows no signs of wavering on his stance toward New Hampshire’s neighbors to the north. In a May meeting between Trump and Canadian Prime Minister Mark Carney, Carney told the president that Canada “is not for sale. Won’t be for sale, ever.”

Trump responded, “Never say never.”