The International Bridge connecting Sault Ste. Marie, Michigan to its Canadian twin city continues to see depressed traffic levels, extending a pattern that began during the trade tensions that emerged under the previous administration. Despite hopes that cross-border movement would rebound to pre-dispute levels, recent data shows persistent challenges for communities that have historically functioned as essentially one economic zone.
“We’re seeing about 70% of the pre-pandemic traffic levels, which is concerning for businesses on both sides,” explains Carmen Rodriguez, economic analyst at the Northern Border Economic Institute. “But what’s more troubling is that commercial traffic hasn’t recovered at the rate we expected, even with the new trade agreement in place.”
The statistics paint a stark picture. According to the International Bridge Administration, passenger vehicle crossings in the first quarter of 2023 remained 32% below comparable periods in 2019, before COVID-19 further complicated the already strained relationship. Commercial truck traffic, while stronger, still trails historical averages by 18%.
For the twin Saults, this represents more than just numbers on a spreadsheet. The communities have operated with a unique interdependence for generations, with residents crossing regularly for work, shopping, family visits, and recreation. Local businesses have built their models around this cross-border clientele.
“I’ve owned this restaurant for 22 years, and we used to see at least 30% of our weekend business from Michigan,” says Diane Trudeau, owner of The Breakfast Spot in Sault Ste. Marie, Ontario. “Now we’re lucky if it’s 10%. People just aren’t making the trip like they used to.”
The lingering effects of tariff disputes on steel and aluminum that began in 2018 continue to affect the psychology of cross-border travel, even after the implementation of the USMCA trade agreement. While the agreement addressed many trade concerns, the damage to the integration of the communities appears to have lasting consequences.
Local officials point to several factors contributing to the continued depression in border crossings. The ArriveCAN app requirement, which remained in place until October 2022, created an additional hurdle for casual travelers. Even with its removal, outdated perceptions about difficult border procedures persist.
“There’s a lingering perception that it’s complicated to cross,” notes Brian Wilson, director of the Sault Ste. Marie Economic Development Corporation. “We’re working to counter that narrative, but changing public perception takes time.”
The Canada Border Services Agency reports that processing times have returned to pre-pandemic norms, with most travelers cleared in under 30 minutes. However, the psychological barrier remains significant, especially for Americans who have gotten out of the habit of crossing for casual trips.
Currency fluctuations have further complicated matters. With the Canadian dollar hovering around 73 cents to the U.S. dollar, Canadian shoppers have less incentive to cross for retail therapy, while American visitors should theoretically be enticed by their stronger purchasing power.
“The exchange rate should be driving more U.S. traffic north, but we’re not seeing that bounce,” explains Rodriguez. “This suggests there are other factors at play beyond pure economics.”
Tourism officials on both sides are stepping up efforts to revitalize cross-border visitation. The Twin Saults Tourism Alliance has launched a new campaign emphasizing the ease of crossing and the unique “two-nation destination” experience.
“We’re trying to remind people that you can essentially get two countries for one tank of gas,” says Alana Johnston, tourism director for Sault Ste. Marie, Ontario. “The natural beauty, cultural experiences, and hospitality are extraordinary on both sides of the river.”
Local businesses are adapting their strategies as well. Some restaurants in Canadian Sault now offer “par pricing” for American visitors, essentially providing a discount that neutralizes the currency difference. Retail shops increasingly advertise in Michigan media, highlighting specific products that are either unique or significantly better priced even with the exchange rate.
The Soo Locks, a major attraction drawing visitors to the Michigan side, saw attendance drop by nearly 40% during the pandemic years. Numbers have rebounded somewhat but remain below historical averages. This impacts the entire tourism ecosystem in both cities.
Meanwhile, cross-border workers face continued challenges. Approximately 1,200 people regularly cross the border for employment, primarily Canadians working in healthcare and manufacturing in Michigan. These essential crossers report ongoing stress about potential policy changes that could affect their commutes.
“I’ve been crossing daily for work for 15 years,” says Michael Orazietti, a registered nurse who lives in Ontario but works at War Memorial Hospital in Michigan. “The uncertainty during the trade disputes and pandemic was incredibly stressful. Things are more stable now, but there’s always this worry in the back of your mind about what could change overnight.”
Economic development officials from both Saults continue meeting regularly to address the situation, recognizing that their communities’ prosperity depends on maintaining the cross-border relationship. They’ve jointly petitioned both federal governments to consider the unique nature of border communities when implementing new policies.
As the situation continues evolving, the twin cities represent a microcosm of the broader Canada-U.S. relationship – historically close, occasionally tense, but ultimately bound together by geography, family ties, and economic necessity.
