A lucrative tourism season this summer is in jeopardy due to ongoing tariff threats between Canada and the U.S., which is brewing a lot of uncertainty for Island businesses and prospective travellers looking to visit local gems, including Saysutshun. (Dreamstime)

By Alex Rawnsley

unanswered questions

‘The most uncertain the industry has been in many years:’ tariffs threatening Island tourism season

Feb 12, 2025 | 6:18 AM

NANAIMO — Political uncertainty involving Canada-US relations is now being felt locally in the Island tourism sector.

A budding trade war sparked through tariff threats from the new American administration is putting a wrench in many people’s summer holiday plans, either out of political opinion or budgeting.

Brian Cant, vice-president of 4VI (formerly Tourism Vancouver Island), said while the data isn’t showing much yet, he’s heard anecdotally many people are reconsidering their plans during the lucrative summer season.

“I can confidently say this is the most uncertain the industry has been in many years. We’re watching the political maneuvers closely, working with provincial counterparts…really been exploring what is the tariff impact, the response, how do we continue to move forward.”

The crux of the issue revolves around tariffs threatened by the American government and indications of retaliatory measures by Ottawa and the provinces.

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Impacts from these tariffs could severely impact business bottom lines, or the updated affordability of already-booked travel.

The ongoing dialogue is also shaking the confidence of travellers in their vacation choices, according to Cant.

“Things have changed a lot. I think that feeling of uncertainty is not lost on anyone in the tourism industry whether you’re choosing to travel or running a business.”

Roughly half of all visitors to B.C. are from the United States, according to Cant, and it’s not clear yet how the political climate will adjust those numbers.

Work has been underway for years to try to grow the number of places visitors come from.

“There’s been a lot of effort in the last few decades to diversify the market of visitors through marketing efforts. That includes our international markets like the U.K., Germany, Japan, Australia, but we’ve also got a lot of people who are aware of the opportunities that exist to travel domestically.”

Cant insisted B.C. and Vancouver Island are not turning its back to American visitors, but they want to be prepared in case tourism from Canada’s southern neighbour drops substantially.

Included in the work is promoting Vancouver Island on more domestically-focused platforms, to lure visitors from eastern Canada and the Prairies, out west.

Cant said before the U.S. election in November 2024, the Island was looking “relatively strong compared” compared to the summer just gone.

He added since then, what will happen is anyone’s guess.

— with files from Jon de Roo, 97.3 The Eagle

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