Even as Florida celebrates a record year in tourism, there’s a noticeable shift in who’s walking through the gates of its top destinations like Walt Disney World Resort. International visitors, particularly from Canada, are taking a step back—and the reasons appear to be more than just seasonal.
Florida Governor Ron DeSantis recently announced that 2024 marked a new all-time tourism record, with 143 million total visitors, including 130.65 million domestic travelers and 3.41 million from Canada. The momentum continued into early 2025, with 41.2 million visitors arriving in the first quarter alone. In a press release, DeSantis declared that Florida remains a “global tourism powerhouse.”
Yet, despite these encouraging totals, the mood was a bit more measured during a recent Orange County Tourist Development Council meeting, where Visit Orlando presented fresh insights. According to Click Orlando, Maria Henson, Visit Orlando’s senior director of market research, offered a metaphorical weather report on the region’s tourism outlook: “If you look at my forecast today, it’s mostly sunny with part clouds.”
And one of those clouds? Canadian tourism.
Travel to Orlando from international markets is down by 8%, closely reflecting a broader 9% dip in U.S.-bound international travel. Henson stated clearly, “And this is definitely not an ‘If.’ It’s more of a ‘How much?’”
Among the reasons for the decline is a rise in political and economic friction. Canadian travel agent Deborah Goldberg, who works with families booking Disney and Universal packages through ClickTheMouse Travel, has seen the change firsthand. “I would say travel is probably down about 30%,” she said. “It’s not COVID times for sure. But we’ve seen a decline.”
Goldberg also cited broader concerns about U.S.-Canada relations. “A lot of this has to do with the tit-for-tat on tariffs between Canada and the United States,” she said.
President Donald Trump’s past tariff policies and controversial remarks—such as calling Canada the “51st U.S. state”—have reportedly left a mark, affecting how some international tourists view U.S. travel.
Theme park construction may be contributing as well. With Walt Disney World undergoing several large-scale changes, some potential visitors may be holding off until the dust settles. Over at Magic Kingdom, a Cars-themed expansion is in development. Disney’s Hollywood Studios is getting ready to welcome Monstropolis, while Disney’s Animal Kingdom is in the process of transforming DinoLand U.S.A. into the Tropical Americas.
It’s prompted some international guests to wonder: Is now the right time to visit?
Despite the slump, Visit Orlando says it’s not backing off from international marketing efforts. In a statement to News 6, the organization said, “We have seen a softening in travel demand from Canada, which is expected to continue through the remainder of the year.” However, they added that seasonal trends offer some optimism.
“Nearly half of all Canadian travel to Orlando typically occurs between January and April,” they shared. “With that seasonal trend in mind, we are hopeful that a substantial portion of annual Canadian travel has already occurred, even as we anticipate a softer second half of the year.”
As Central Florida’s major theme parks continue to welcome strong numbers of domestic visitors, the hope remains that international travelers—especially from just across the northern border—will soon be back in full force.
Have you noticed any changes this season at the parks? Share your thoughts with us in the comments below!
