Canadians have always made up most of Adventure Canada’s bookings, but the numbers are growing.
In 2023, the passenger breakdown was 67% Canadian and 25% American. This year, the Canadian expedition cruise company is expecting 70% Canadian passengers compared to 22% Americans.
This demographic shift is expected to grow in 2025, with (so far) 72% Canadian and 23% American passengers. And for 2026, Adventure Canada is expecting a staggering 78% Canadian clientele onboard its ships.
In February, Prime Minister Justin Trudeau of Canada responded to President Trump’s import tariffs with a plea to Canadians to choose domestic travel.
“Now is also the time to choose Canada,” he said. “It might mean changing your summer vacation plans to stay here in Canada and explore the many national and provincial parks, historical sites and tourist destinations our great country has to offer.”
While Canadians may be shifting their bookings to Canadian travel companies and itineraries — as is the case with Adventure Canada — the family-owned expedition line says that it welcomes Americans with open arms.
We hope that our American friends don't let the rhetoric between our governments discourage them from engaging with us, just as we on this side of the border need to keep that in mind, too.
“We hope that our American friends don't let the rhetoric between our governments discourage them from engaging with us, just as we on this side of the border need to keep that in mind, too,” said Cedar Swan, CEO of Adventure Canada. “The people of our two nations have a long history of friendship. Maintaining our comradery and respect during these turbulent times serves us all in the long run.”
Swan says that Americans should not be wary of visiting Canada, though she does understand how today’s political climate is impacting perceptions.
"One of the most impactful and enduring values of travel is to build connection, compassion and a true understanding between different groups of people,” she said. “The general feeling in Canada is it is more important now than ever that we continue with a healthy, open dialogue and maintain our bonds of friendship.”
Adventure Canada is the country’s only small-ship expedition line and many of its itineraries feature famous Canadian personalities, along with itineraries around the country, including Haida Gwaii, Baffin Island and Newfoundland.
“It is important to recognize the political tension as something that weighs on people's minds, but we're a welcoming bunch up here in Canada, and if you take the time to come up and visit, we think that is a wonderful thing,” Swan said. “So much of our program is focused on culture, the unique communities and places that we visit and those human connections that will always transcend politics.”
