What’s happened.
The US Government Accountability Office, the agency that audits the US government, says the number of officers handling non-immigrant visas (visas for people visiting, not moving, to the US) fell from 1,342 in 2024 to 904 in 2025. It also reports that 15 cities now have the longest visitor-visa interview wait times in 2026. Fewer officers and the same number of applicants means longer lines. Someone who takes one big overseas trip a year will not wait several months for an interview. They will book another country instead.
For Canadian operators, this quietly changes where those travellers go. It helps places a visitor can book on their own timeline, and it rewards marketing that makes getting into Canada sound simple and clear. So put how easy it is to enter Canada right beside the scenery and the experiences in your ads. Start campaigns earlier, because these trips are planned far in advance. And build packages that give a visitor a reason to stay longer once they have made the long flight.
What it means for your business.
If your share of international visitors has been flat and you have treated overseas travellers as a bonus, test that market properly this quarter. The travellers hit by these waits are planning their 2026 trips right now, so your lead times, your wording, and your presence with travel agents and online travel agencies in those markets must be in place well before people book. Operators in the Rockies, Vancouver, Whistler, Toronto and Montreal that overseas travellers already know are in the best position. Everyone else should decide now whether to spend on building that recognition or focus on Canadian and drive-market visitors instead.
Explore this opportunity for your businessSources & context.
Reported developments are separated from MKTGSpace’s suggested commercial next steps. Reconfirm current conditions before acting.
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