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August 28, 2025By: Rana PratapErie and Niagara Counties together with Jefferson, St.Lawrence, and Clinton counties will have to confront a new reality in tourism in 2025. The momentum that boosted Erie and Niagara Counties in 2024 comes to a halting stop. This shift is also seen in St. Lawrence, Jefferson, and Clinton counties and seems to be a trend across the whole New York State and even the entire US.The tourism momentum in New York is essential to the Erie and Niagara counties which prefer boasting about the arrivals, hotel stay, and the Canadian day trips. Jefferson, St. Lawrence, and Clinton counties depended on traffic, shopping, and holiday visits to the shop. In 2024, with the recorded high spending by the travel and tourism industry on dining, shopping and accommodation coupled with a surge in Canadian border traffic, New York was the top-rated destination in the US. The drop will be historically high in 2025, plunging New York and the whole US in the gap that is created by the lack of cross border travel.Even if the decline is a gradual one, the difference in results is striking. Jefferson, St. Lawrence, and Clinton counties, along with Erie and Niagara, will most likely face the same consequences of dratic drop in international visitors and border spending. Experts point to the fact that political instability, changes in currency, and visa restrictions all have a part to play. As a whole, New York tourism ends up with a reduced dynamic even if the US metropolitan domestic travelers continue to pour in.The story extends beyond Erie and Niagara County, Clinton, Jefferson, and St. Lawrence. It captures the entire New York and the rest of the US in terms of how quickly the momentum of tourism can change. After reaching record highs in 2024, the CSTEP report illustrates that 2025 proved to be challenging even for the strongest of destinations. Still, Erie and Niagara County along with Clinton, Jefferson, and St. Lawrence, continue to make efforts to adapt and sustain their tourism-based economies.A Record Year That Now Feels DistantIn 2024, the tourism sector throughout New York State achieved unprecedented milestones. Visitors were spending money in the counties of Erie, Niagara, Clinton, Jefferson, and St. Lawrence. Local economies thrived as businesses—restaurants, hotels— were bustling. In addition, cross-border shopping trips from Canada contributed to the buzz. Taxpayer spending also enjoyed relief as public costs and subsidized jobs were covered, in part, due to the spending from visitors.Now, as 2025 unfolds, the record year feels more like a snapshot from a different era. Visitors from counties around New York’s international border are experiencing a stark international tourism and travel slow down. This, in addition to dwindling Canadian visitors and international long-haul arrivals, coupled with political and economic headwinds, are increasingly reshaping the outlook.Constructing a narrative around 2024’s achievements places tourism leaders in Erie, Niagara, Clinton, Jefferson, and St. Lawrence Counties in a fine blend of optimism and caution. The story, although devoid of collapse, hints towards the shifting momentum that demands responsive action and analysis.Erie County: Buffalo’s Boom Meets Border HeadwindsVisitors to Erie County, which contains Buffalo and the Peace Bridge, set record spending in 2024. Total spending by visitors to the region increased by 2.7 billion dollars, which indicates a 7.2% growth when compared to 2023. Domestic visitations from cities like New York, Boston, Chicago, and DC spurred growth in Hotels, Restaurants and Attractions.The succes Buffalo saw is attributed to the cities transformation to put in place a cultural and tourism hub which is inclusive of the cities architecture, new eateries, and a waterfront. Its estimated tourism resulted in nearly 30,000 jobs being created as well as a reduction in the household tax of approximately $700.2025 is a stark contrast to 2024. Looking at the Vehicle Peace Bridge crossings from Canada to Western New York, the numbers fell by double digits in the summer and spring seasons. Local representatives are citing the strong US dollar, Canadian political boycotts, and rigorous visa requirements as the primary reasons for the deceleration.Erie County retailers and small businesses are feeling a hit as the absence of Canadian shoppers and visitors is becoming increasingly evident, despite the continued growth of regions domestic markets.Niagara County: Falls Still Flow, But Visitors DipVisitors to Niagara County and Niagara Falls USA received good news in 2024. User spendings increased to 1.16 billion dollars which is 6.4% greater than 2023. Tourism in the region also facilitated in the creation of 15,000 jobs. In addition to this, the region was also accumulating over $1,200 in household tax savings. Households also received significant tax savings.Niagara Falls is one of the premier natural wonders in the North American continent and continues to capture the interest of families and tourists from around the globe. In 2024, Canadians traversing the Rainbow, Whirlpool and Lewiston-Queenston bridges were pivotal in filling hotels and shops.However, the same bridges will be witnessing a steep decline in traffic in 2025. As compared to 2024, crossings experienced a decline of over 25% in the spring summer months. In a county where a quarter of the labour force relies on tourism, this decline is quite worrying.Niagara County is no longer focusing on Canadian tourists. Instead, the county is targeting domestic travelers from the East Coast and Midwest cites tourist. The same approach was executed in Erie County. To combat the softening Canadian numbers, they are marketing region-specific cultural and nature-based festivals while still focusing on heritage tourism.Clinton County: Plattsburgh Feels the PinchClinton County, located in the North Country, has historically depended on visitors from Canada, especially those hailing from Quebec. One of the most congested border crossings in New York, the Champlain Port of Entry, experienced a 26% decline in vehicle traffic relative to 2025 JJ’s over the previous year.Canadian expenditures and bookings from visiting Canadians have sharply decreased for local businesses in Plattsburgh. According to a regional business survey, around 70% of business operators reported a decline in Canadian clientele this year. Businesses, especially restaurant and retail shops, catering to the Montreal short stay visitors are experiencing a downturn.Clinton County tourism spending, job growth, and tax revenue experienced steady growth in 2024, which was a bright spot for the region’s economy. 2025 showed a decline which serves as an example of how swiftly external factors including exchange rates, tariffs, and geo-political issues can change the outlook of border economies.Jefferson County: Thousand Islands Traffic DownJefferson County also encountered problems in 2025, particularly with vehicle crossings which decreased over 30 percent in April compared to the previous year. Local businesses that depend on summer Canadian tourism for boating, fishing, and other recreational activities report a drastic decline in visitors to marinas, hotels, and campgrounds.The scenic Thousand Islands region still remains a hidden treasure, however, the region’s dependence on Canadian travelers makes cross border fluctuations troubling. While visitors strongly flocked to Jefferson County during the summer in 2024, the current downturn emphasizes the lack of resiliency that comes with relying on cross border tourism.Jefferson County officials are actively working on strategies to diversify the counties tourism offerings to shift the focus from Canadian tourists. Domestic travelers are being encouraged to explore designated heritage sites and the counties other offerings, including outdoor activities and family-friendly adventures, which in turn, could help reduce the negative impacts from international tourism shifts.St. Lawrence County: Ogdensburg Sees DeclinesThe slowdown of Canadian travelers has also impacted St. Lawrence County that borders Ontario and is served by the Ogdensburg Port of Entry. The data as of April 2025 is stark – crossings are down over 30% from the previous year. Business traffic and sales for the local restaurants and retailers have noticeably dived too.In 2024, the county was benefiting from increased visitor spending which supported thousands of jobs and increased tax revenue. The sudden and drastic change in 2025 is a stark reminder of how modest shifts in currency values, political rhetoric, or even the mere talk of a new policy can impact the local economies that are dependent on cross-border short haul Canadian markets.Essex and Franklin Counties: Regional Ripple EffectsEven though Essex and Franklin Counties do not have the most active border crossings, they are still integrated into the North Country tourism system. As noted in the 2025 Business Diary, many enterprises in the region are experiencing a decline in Canadian bookings and cross-border spending.The absence of consistent Canadian tourism is, however, softening demand for lodgings and recreational activities in the Adirondacks. This region is still a draw for domestic tourists, and the Canadian absence is also noted in the Adirondacks. This, in turn, illustrates the North Country tourism economy interdependence, where the well-being of one county usually determines the prosperity of others.Why Canadian Tourism Matters So MuchThe reduction in Canadian Travelers Visiting The Region is not just a minor development. For cross-border towns, Canadians have always comprised a significant portion of day visits, shopping trips, and overnight visits. They are important, steadfast, and frequently high-spending travelers.The 2025 Dip Can Be Explained By A Few Contributing Details:Exchange Rate Pressures: A Canadian dollar makes visits less expensive.Geopolitical Strains: Strained relations and calls for boycott have discouraged some Canadians.Visa and Travel Barriers: Increased international travel restrictions and red tape have made international travel more tedious.All, in conjunction, are altering travel patterns in wa.ys that directly impact county-level economies.Domestic Markets Provide Some CushionThe encouraging news for New York is that domestic travel is still strong. Residents of New York City, Boston, Philadelphia, Chicago, and Washington, D.C. are helping to fill some of the gaps left by Canadians. The county tourism boards are purposefully focusing their marketing efforts on these areas as they are of higher value.Take, for example, the revitalized cultural and culinary tourism in Buffalo and Erie County which is now drawing visitors from downstate and out of state. The Niagara County still promotes the Falls as a domestic trip that should never be missed. The North Country still sells outdoor recreation, heritage tourism, and their small towns as well.While these markets are insufficient for the volume of Canadians supplied, these markets are vital in preventing a sharper decline.Broader Lessons for US TourismNew York’s border counties showcase how other U.S. regions can learn from them. Everything can come crashing down in an instant after a record year. A sole source market, in this example Canada, is heavily relied upon, which raises issues.Investing in marketing to different regions and diversifying the visitor base places counties in a better position to weather shocks. In addition, building resilience is possible through year-round attractions and experiences.The story showcases the significance of international relations and travel policies. Local businesses far from Washington or Ottawa are affected by political signals, visa policies, and exchange rates.The Road Ahead for New York CountiesThe tourism managers in Erie, Niagara, Clinton, Jefferson, and St. Lawrence are keeping pace. They are still advancing community investments and adapting to changing conditions, as well as pushing forward with marketing community-attraction campaigns.While it may seem like 2025 is a step down from the 2024 boom, the fundamentals have not shifted. New York still draws in hundreds of millions with its natural attractions, cultural offerings, and its historic towns. The focus now is to adapt with a declining Canadian and long-haul international traveler demographic while still building resilient diversification.ConclusionIn 2025, New York’s border counties tell a story of extremes. Erie, Niagara, and Clinton counties, along with Jefferson and St. Lawrence, broke records in tourism for 2024. Now, international visitors have diminished, Canadian crossings have decreased, and tourism growth has stagnated.The key takeaway: tourism thrives as fiercely as it can crash. It’s clear how vital flexibility and constant vigilance to both local and international dynamics are. As these counties pivot from a post-pandemic business boom towards recession planning, their experiences could greatly shape strategies for the rest of the American tourism industry.

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