A staggering new report from the North American Golf Tourism Board (NAGTB) has sent a ripple of concern through the American golf industry. The data reveals that U.S. courses have witnessed a dramatic decline of approximately 1.5 million rounds played by Canadian golfers over the last 18 months. This downturn represents a significant financial blow to border-state clubs and sunbelt destinations that have long relied on the steady flow of tourism from their northern neighbors.
The trend highlights a complex interplay of economic pressures, shifting travel habits, and a revitalized domestic golf market in Canada. For decades, American courses, from the lush fairways of Myrtle Beach to the desert landscapes of Arizona, were a go-to destination for Canadian “snowbirds” and weekend travelers. Now, those same clubs are facing a new reality that requires immediate and strategic adaptation.
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The Data Breakdown: A Closer Look at the Numbers The 1.5 million-round figure isn’t just a headline; it’s a reflection of a consistent downward trend. According to the NAGTB report, the decline is not uniform across the country. The hardest-hit regions are predictable: New York, Michigan, and Washington state have seen a sharp drop in weekend and day-trip golfers. These states have historically benefited from their proximity to major Canadian population centers like Toronto, Montreal, and Vancouver.
Perhaps more alarming is the data from traditional winter destinations. Florida, Arizona, and South Carolina, which cater to the long-stay “snowbird” golfer, have reported a combined decline of nearly 700,000 rounds from Canadians. This suggests the issue is more than just casual travel; it’s impacting the core of the lucrative winter golf season. The loss isn’t just in green fees ; it extends to reduced spending on accommodations, dining, retail, and other local services that form the backbone of these tourist economies.
Economic Factors: The High Cost of a Cross-Border Tee Time Analysts point to a perfect storm of economic headwinds as the primary driver behind the decline. The most significant factor is the persistent strength of the U.S. dollar against its Canadian counterpart. A few years ago, the currencies were near par, making a golf trip south of the border an affordable luxury. Today, with the exchange rate hovering around 1.35, every expense is magnified for Canadian travelers.
A $120 green fee at a desirable American course instantly becomes over $160 CAD. Add in the cost of a hotel, fuel, and meals, and a weekend golf getaway can easily cost 30-40% more than it did previously. “It’s simple math,” says economist Dr. Alistair Finch. “When your disposable income is squeezed by inflation at home and every dollar you spend on vacation costs you an extra thirty-five cents, you start looking for alternatives. The value proposition of U.S. courses has eroded for the average Canadian.”
Furthermore, general inflation and rising travel costs have compounded the issue. Increased gas prices make the long drive less appealing, while flight costs have remained stubbornly high, discouraging Canadians from flying to destinations like Scottsdale or Palm Springs for a short golf holiday.
Canada’s Booming Market and Its Impact on U.S. Courses While economic factors discourage travel south, the Canadian domestic golf market is experiencing a renaissance. The “stay-and-play” trend that gained momentum during the pandemic has shown remarkable staying power. Canadian golf courses have seen a surge in membership and public play, and they are capitalizing on it.
Many Canadian clubs have invested heavily in upgrading their facilities, from improved course conditions to renovated clubhouses and enhanced dining options. This has narrowed the perceived quality gap that once drove golfers to seek out premier U.S. courses . Why endure the cost and hassle of cross-border travel when world-class conditions and amenities are available at home for a fraction of the price?
Local tourism boards in areas like Muskoka, Ontario, and the B.C. interior have successfully marketed their regions as top-tier golf destinations, capturing dollars that might have otherwise flowed to the United States. The convenience of staying local, combined with a stronger sense of community at their home clubs, has convinced many Canadian golfers to keep their money and their tee times within their own borders.
How U.S. Courses Are Fighting Back The American golf industry is not taking this challenge lying down. Savvy operators of U.S. courses are deploying a range of strategies to win back their northern clientele. The most popular tactic is the “at-par” promotion, where courses offer to accept Canadian currency at face value for green fees or package deals, effectively neutralizing the exchange rate disadvantage.
Other strategies include:
Bundled Packages: Creating all-inclusive “stay-and-play” packages that bundle golf, accommodations, and dining at a steep discount.Targeted Marketing: Launching digital ad campaigns specifically aimed at postal codes in major Canadian cities, highlighting value and proximity.Loyalty Programs: Offering special perks and reduced rates for returning Canadian guests.Enhancing the Experience: Doubling down on what makes American golf trips unique, such as exceptional service, unique course architecture, and guaranteed sunshine in the winter months.For more ideas on how clubs are adapting, see our related article on innovative golf course marketing in a changing economy . The goal is to shift the conversation from cost to value and remind Canadians of the premium experience that awaits them.
The Outlook for Cross-Border Golf Tourism The 1.5 million-round shortfall is a clear signal that the golden era of guaranteed Canadian golf tourism is over. The future health of this market segment for U.S. courses will depend on two key factors: the macroeconomic environment and the industry’s ability to adapt.
A significant strengthening of the Canadian dollar could certainly trigger a resurgence in cross-border play, but courses cannot rely on favorable exchange rates alone. The industry must continue to innovate and prove its value. The clubs that thrive will be those that actively engage with the Canadian market, offer compelling and creative deals, and deliver an unforgettable on-course and off-course experience.
As noted by the National Golf Foundation , the overall health of the game is strong, but market dynamics are in constant flux. The decline in Canadian rounds is a potent reminder that in the competitive business of golf, no customer base can ever be taken for granted. The challenge for U.S. courses is clear: adapt, innovate, and give Canadian golfers an undeniable reason to make the trip south.
