Ellen Farnsworth has talked for years about taking the CAT ferry from Maine to Nova Scotia. When her daughter-in-law recently spotted a sale on tickets, Farnsworth decided it was time.

They made reservations for one car and four people during the last weekend in May. The family planned to drive through Nova Scotia, where Farnsworth, of Portland, hoped to see whales and eat local seafood.

The Canadian government reported that 1.2 million U.S. residents visited in April, up 7.3% from 2025. It was the third consecutive month of year-over-year increases in American travelers after a slump.

While many Canadians have long vacationed in Maine’s beach towns and campgrounds in the summer, fewer visited in 2025 amid political and economic tensions. Federal data showed a 25% decrease in border crossings into Maine last year.

“A lot of Canadians do not want to come here because of all that’s going on,” said Farnsworth, 83. “If they can’t come here, we’ll go there. We can have just as much fun.”

Tourism officials in Canada’s nearby provinces predicted a strong 2026, and said they hope their proximity and an exchange rate favorable to the U.S. dollar will entice Mainers to visit.

“Maine, for us, is an important market,” said Shanny Hallé, spokesperson for Tourism Eastern Townships, the southeast region of Quebec. “Mainers, they appreciate the outdoor recreation, local food, small communities and authentic experiences. Those are all reasons why the Eastern Townships are a great place for their vacation.”

‘ALWAYS WELCOME’

Even as some Canadians boycotted traveling to the United States last year, Tourism Eastern Townships launched a marketing campaign with the slogan “Come Hug It Out.” In a viral ad that got more than 20 million views on social media, a tourist approaches a hotel desk, where an employee cheerfully greets him in French.

“I’m American,” the guest says, leaning forward and lowering his voice.

“Ah,” the employee says. “OK.”

Then, she comes out from behind the desk and wraps the guest in a hug. He smiles, looking relieved, and hugs her back.

“We wanted to remind Americans that they are always welcome in the Eastern Townships,” Hallé said of the ad.

The campaign drew a 150% increase in website traffic from the U.S., and the region reported an 7.3% increase in tourism spending by Americans that summer, countering a downward trend elsewhere in the province, she said.

The agency is using a new slogan this year — “Close to you. Far from ordinaire.” — to remind New England residents of the travel opportunity just across the international border.

In 2025, Canadians had to spend nearly $1.40 for every U.S. dollar, according to the Bank of Canada. In 2021, that rate was $1.25. Tourism businesses in Maine said the exchange rate might dampen travel from Canada this year. Industry leaders in Canada said it might bring Mainers across the border instead.

Isabelle Thériault, the minister of tourism, heritage and culture in New Brunswick, said the agency considers New England an important market. Her office said U.S. visitors spent 18.7% more in the province between January and April 2026 than during the same period in 2025, and camping reservations are up nearly 30% so far for the year.

“This shows us that people from Maine, people from New England, are interested and are coming to New Brunswick,” Thériault said.

THE RIGHT TIME

Eriko Farnsworth planned to travel through Nova Scotia and Prince Edward Island with her in-laws and husband, and then fly to Newfoundland to meet childhood friends. The group booked their flights and hotels months ago, before travel prices started increasing due to the ongoing conflict in Iran.

“The petrol prices in Canada are going to be much more expensive, but we’re hoping that the exchange rate will offset that,” Eriko Farnsworth said.

She also got a good deal on the family’s fares on the CAT ferry, where advance bookings are up nearly 30% so far compared to last year. More than 17,700 passengers had made reservations for 2026 already as of May 12, and most will bring a car or even an RV on the three-hour journey.

Mark Wilson, president and CEO of Bay Ferries Ltd., said U.S. residents make up 80% to 85% of bookings so far, a slightly higher share than years past.

“There’s pent-up travel demand,” Wilson said. “There’s a strong differential between the U.S. and the Canadian dollar. Because of that, I think there is an attraction and a value for the money for U.S. residents to come to Nova Scotia and the Maritimes.”

Mark Peacock, 64, is moving from Nashville, Tennessee, to Portland in June to be closer to his son’s family in Rockland. Ever since he went to Canada for work years ago, he’s been dreaming about a road trip through New Brunswick, Prince Edward Island, Cape Breton Island and Nova Scotia. Now retired from his job as a consultant and soon to be a Maine resident, he plans to finally take that drive with his son this summer.

The cost of plane tickets and the possible hassle of new systems for foreign visitors to the European Union made the trip even more attractive this year, Peacock said.

“It may be a good time to drive rather than fly, at least from a Maine standpoint,” he said.