Featured image: With rising tensions in the USA, women are seeking new destinations in 2025 | Photo by lucigerma on Envato

Women travellers are protesting with their wallets

by Carolyn Ray

When it comes to women’s travel, many of our decisions about where to travel are influenced by factors such as the appeal of the destination, affordability and safety. In many cases, government politics and immigration policies don’t always enter into our decision-making. But in recent weeks, that’s changing. When it comes to travel, an industry where women make most travel decisions, the places we decide to invest our dollars in can say a lot about our values and beliefs.

As America’s trade war escalates with Canada, China, Mexico and the E.U. women are exercising their solidarity, outrage and sisterhood beyond borders. Women are protesting with their wallets. And it’s having an effect. Nowhere is that more evident than in Canada, which has soundly rejected any calls for a U.S. 51st state, boycotted American-made products and U.S. travel, resulting in such a steep drop in airline bookings that airlines are now cutting back on seats.

When we asked women on our private community forum about their travel plans for 2025, we received hundreds of responses that revealed a purposeful and intentional approach to travel. Because travel is such an integral part of our lives, women aren’t shelving their travel plans; rather, they’re redirecting their purchasing power to new destinations. Canadian and American women alike say they’ve changed their travel plans to support their own local communities and other countries, notably Canada, in a strong show of support. Others are making plans to go to Europe, Mexico and Asia. If there’s ever been a time for women to consider where we travel as a powerful form of political protest, this is it.

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Canadians are the largest international market for U.S. travel

According to the U.S. Travel Association (USTA), Canadians are the largest group of foreign visitors to the U.S. annually and accounted for $20.5 billion in spending last year alone. The USTA estimates that even a 10 per cent reduction in Canadian tourism to the U.S. would spell a $2.1 billion drop in spending and a loss of 14,000 American jobs.

This week, aviation analytics provider OAG announced that forward bookings from Canada to the U.S. have fallen by more than 70 percent for every month through to the end of September compared to the same period last year. April has seen the steepest drop, with just 296,000 bookings, down 76 percent from 1.3 million. Airlines are reducing capacity on U.S.-Canada routes, cutting approximately 320,000 seats through October.

With no end in sight to the ongoing uncertainty and fears rising as more media report on harassment by US officials, Canada and several European countries have issued travel advisories urging their citizens to closely follow the U.S.’s entry rules, citing recent detentions and deportations. The U.S. administration’s attack on transgender people is also raising concerns among international travellers.

Women are travel’s primary decision-makers

It’s well known that women are travel’s primary decision makers. In fact, our recent “Invisible No More” study showed that women over 50 make a whopping 98 percent of all travel decisions in their household and take on average three trips a year.

Canadian traveller Nat Hagn, who recently moved from Montreal to Vancouver Island, says she was very eager to visit the U.S. this year, but now she’s planning to stay in her own backyard.

“I’m planning a mid-summer visit to Calgary for a music festival,” she says. “Maybe in the fall, I’ll do an epic cross-Canada road trip.”

Similarly, Canadian Jo Anne Wilson had plans to visit Florida and Arizona to stay with friends but has changed her plans. Instead, she’ll stay in Canada and head to Europe.

“I cancelled both trips and am using that money on a trip to the Maritimes,” Wilson says. “I’m planning a trip to several parts of Europe in 2026. I love so many parts of the US, having travelled there since my childhood. I’ve been to 42 of the states and to Puerto Rico. Sadly, at 76, I wonder if I will ever visit the United States again.”

Some Americans agree with this strategy. 

“As an American, I’m really glad to see people opting out of travel to our country right now,” says Rebecca H. “Spend your money elsewhere and preserve your safety by not dealing with our customs and immigration agencies. I plan to support my own state’s economy and hope to take a previously unplanned trip to Canada this year.”

“I am an American and devasted by what is happening in our own country,” says American Anne Bunting. “I plan to go out of the country this year.’

Find travel ideas in our Women’s Guide to Europe here.

Shifting plans to stay in Canada

Many women said they want to support Canadian-owned businesses and find new destinations to explore across Canada. Popular suggestions include cross-Canada road trips, the Maritimes, Quebec and Vancouver Island.

Canadian Anne-Marie Lapointe, who lives close to the US border, says she will shift her motorcycle trips away from the U.S. and will ride to Quebec and Newfoundland now.

“I’m also planning to fly to British Columbia to visit Vancouver Island and do some kayaking.”

Diane Krajewska says she had planned a US trip this year to see family but is instead going to Yellowknife. “I’m now asking them to come here. If they can’t, I’ll go to Yellowknife to see the great Northern Lights in my own country.”

“My daughter and I used to take an annual trip to the US to see a different ballpark, and we hoped to visit Seattle this year,” says Canadian Beth Pollock. “Instead, we’ll be visiting a Canadian city – we’re thinking about Charlottetown or Vancouver. I have family in the US and it’s heartbreaking to think I may not go back.”

Find travel ideas in our Women’s Guide to Canada here.

Mexico is a popular alternative

In addition to Canada, another popular choice is Mexico, which is a cost-effective destination for Canadians and Americans alike. Top destinations mentioned include Oaxaca, a favourite culinary centre, and Mexico City.

Canadian Naomi Goldstein had three leisure trips planned to the US this year and cancelled all of them. Instead, she says she’s planning a road trip to the Maritimes and heading to Mexico. “My 2026 winter trip to Florida has been replaced by one to Mexico instead.”

“I had a fantastic time in Mexico City and Oaxaca,’ says Canadian Leigh-Anne Bryant. “I came across many travellers from the US, all of whom apologized profusely for the debacle in their country.”

Canadian Elaine Hughes said she cancelled plans for a Caribbean Island trip with a US company and instead chose an art retreat in Mexico.

“I’m flying Air Mexico to avoid any US airports or airlines.” Hughes flew direct to Mexico City from Canada, then to Oaxaca. Check flights here on Skyscanner.

Find travel ideas in our Women’s Guide to Mexico here.

Editor’s note: Thank you to all the women who agreed to be quoted in this article — your actions have the power to inspire change – or at the very least consideration for a more thoughtful approach to travel. 

We want to hear from all women. How have your travel plans changed in 2025? Share your comments below.

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