Boston, September 3, 2025
News Summary
In a concerning trend, Massachusetts is experiencing a 10% decline in international tourism in 2025, primarily due to a significant drop in visitors from Canada. Local businesses in downtown Boston report revenue losses, with some retailers reporting a 40% drop in sales. As state officials strategize to counter these losses, the focus on adjusting marketing efforts and enhancing community engagement is critical to attract international travelers and support affected sectors.
Boston — Massachusetts is facing a notable drop in international tourism in 2025, with the sharpest falls coming from Canadian visitors, industry forecasts show. MeetBoston is projecting a 10% decline in international tourism this summer compared with last year, driven largely by an expected 20–25% decline in visitors from Canada. Local businesses in downtown Boston report a quieter season, with some retailers and hospitality operators seeing severe revenue losses.
Key facts and immediate impacts
– A downtown Boston retailer reported a 40% drop in sales, attributing the shortfall primarily to the absence of international travelers, especially Canadians.
– The Massachusetts Office of Travel and Tourism expects a 4.4% decline in overseas visitors statewide compared with last year.
– World Travel and Tourism Council forecasts indicate a broad drop in foreign visitor spending to the United States for 2025, suggesting U.S. tourism may fall behind other countries.
– MassPort data shows international flight counts into Boston have remained stable, though overall tourism predictions remain negative.
– Some tourism operators, including certain tour companies, have seen an increase in group reservations and international visitor numbers early in 2025, indicating uneven effects across the sector.
What businesses are experiencing
Retailers, restaurants, tour operators and hotels report a mix of outcomes but a clear overall downturn driven by fewer Canadians and reduced visitors from the UK, France and Germany. Impacts include lower shop and restaurant sales, falls in hotel occupancy, and reduced revenue for seasonal destinations such as Cape Cod. Small businesses are responding by cutting staffing hours or rethinking pricing and staffing strategies to stretch limited revenue. Community festivals and cultural events face funding shortfalls and uncertainty about attendance levels.
State and sector response
Massachusetts officials are working to counter negative perceptions and attract international travelers by adjusting marketing strategies and increasing community engagement. U.S. tourism officials describe the outlook with cautious optimism while acknowledging ongoing challenges. Local leaders emphasize that foreign visitors, and particularly Canadians, play a large role in hotel occupancy and local hospitality revenues, and they are seeking ways to shore up those markets.
Underlying factors and broader context
Analysts and officials point to several contributing factors for the downturn. Changes in federal policy, including tariffs and intensified immigration enforcement, are cited as part of the environment that may deter some international visitors. Stricter border security and negative sentiment toward certain U.S. policies have been identified as additional deterrents, with Canada singled out as a market especially sensitive to those issues. The situation follows broader global travel patterns and predictions that U.S. travel may decline relative to other destinations in 2025.
Where the data diverges
Official flight records indicate that international flight volumes into Boston have not dropped significantly, suggesting that flight connectivity alone is not the sole driver of lower visitor numbers. However, projected spending and visitor counts still point downward, which implies shorter stays, fewer overnight visits, or changes in traveler origin and behavior. Some sub-sectors of tourism are performing better than others, with evidence of increased group bookings for specific attractions even as overall foot traffic at local shops remains light.
Economic ripple effects
Declines in international visitors threaten job stability in hospitality and retail, especially in seasonal markets such as Cape Cod. Lower tourist spending impacts everything from hotel staffing and tour operator schedules to vendor income for festivals and cultural programs. Municipalities and tourism businesses are monitoring occupancy and sales trends closely and are prioritizing marketing investments that aim to restore confidence among international travelers.
What officials and businesses are doing next
Actions underway include targeted marketing campaigns, outreach to international travel partners, adjustments to event planning and pricing strategies, and efforts to reassure travelers about the state’s welcome and safety. Longer-term work aims to build a more resilient tourism sector through diversified markets and greater emphasis on domestic and group tourism to offset shortfalls.
Summary
Massachusetts is experiencing a measurable decline in international tourism in 2025, with Canada accounting for the most pronounced drop. Forecasts and industry reports point to reduced visitor spending and lower overseas arrivals, while flight volumes remain relatively steady. The downturn is affecting downtown Boston retailers, Cape Cod businesses, hotels and cultural events, prompting industry and state responses aimed at stabilizing the sector and restoring international demand.
Frequently Asked Questions
Why is international tourism declining in Massachusetts in 2025?
The decline is linked to a mix of global and domestic factors, including changes in federal policies, tariffs, and immigration enforcement, as well as shifts in traveler sentiment and economic conditions in key source countries. Canada is the most affected market for Massachusetts.
How large is the projected decline?
MeetBoston projects a 10% decline in international tourism for the summer compared with last year, with a 20–25% drop in Canadian visitors. The Massachusetts Office of Travel and Tourism expects a 4.4% decrease in overseas visitors statewide.
Are flights into Boston down?
MassPort reports that international flight counts into Boston have been stable, indicating that flight availability is not the sole cause of lower visitor numbers. Changes appear to be in traveler behavior, origin, or spending patterns rather than connectivity alone.
Which businesses are most affected?
Retailers, hotels, restaurants, tour operators and seasonal destinations such as Cape Cod are among those most affected, with small businesses and event organizers facing funding and staffing challenges.
What steps are state and local leaders taking?
Efforts include targeted marketing to rebuild international demand, community engagement to promote a welcoming environment, outreach to travel partners, and measures to diversify visitor sources and strengthen resilience in the tourism sector.
Quick reference table: 2024 vs 2025 projections and impacts
| Metric | 2024 (baseline) | 2025 Projection / Reported | Notes |
|---|---|---|---|
| Overall international tourism (summer) | Baseline year | -10% (MeetBoston projection) | Driven largely by declines from Canada |
| Canadian visitors | Major source market | -20% to -25% (projected) | Strongly affects Boston and Cape Cod revenues |
| Overseas visitors (statewide) | Baseline year | -4.4% (Massachusetts Office projection) | Refers to visitors from outside North America |
| Reported retail impact (example) | Previous summer sales | -40% (single retailer report) | Illustrates severe local retail impacts in downtown Boston |
| International flights into Boston | 2024 flight levels | Reported as stable (MassPort) | Flight counts are steady despite lower projected visitor spending |
| Other affected markets | UK, France, Germany | Projected declines reported | Compounds impact from Canadian shortfall |
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Additional Resources
- MassLive: Boston tourism projected to see 10% drop in international visitors in 2025
- Wikipedia: Tourism in the United States
- Boston Herald: Tourism down between 20% and 60% in several Northeast states
- Google Search: Tourism trends in the United States
- Boston Globe: Decrease in international travel to the U.S. may last beyond summer
- Encyclopedia Britannica: Tourism
- Travel and Tour World: Massachusetts unites with major cities to promote U.S. travel
- Google News: Travel in the United States
- Cape Cod Times: Cape Cod tourism marketing initiatives
- Google Scholar: Tourism impacts 2025
Author: STAFF HERE BOSTON WRITER
BOSTON STAFF WRITER The BOSTON STAFF WRITER represents the experienced team at HEREBoston.com, your go-to source for actionable local news and information in Boston, Suffolk County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Boston Marathon, Head of the Charles Regatta, and Boston Harborfest. Our coverage extends to key organizations like the Greater Boston Chamber of Commerce and Associated Industries of Massachusetts, plus leading businesses in finance, biotech, and insurance that power the local economy such as Fidelity Investments, Biogen, and Liberty Mutual Insurance. As part of the broader HERE network, we provide comprehensive, credible insights into Massachusetts's dynamic landscape.
