TORONTO — The latest numbers from the Angus Reid Institute show that Canadian views of the U.S. are now at historic lows.

Almost three-quarters of Canadians (73%) now view the U.S. unfavourably, according to the survey. Some 2,005 Canadians took part, from Feb. 27 – March 3.

Just 17% hold a favourable view of the U.S. president, compared to four-in-five (79%) who view him unfavourably.

The new data also finds Canadians feeling angry (55%), betrayed (37%) and anxious (29%) ahead of the implementation of tariffs on Canadian goods entering the U.S.

Meanwhile the proportion of Canadians who support retaliatory measures in response to Trump’s tariffs has grown since January. There has been a six- to eight-point increase in support for three policy responses, including a blanket 25-per-cent tariff on U.S. goods (66% support), targeted tariffs on key U.S. imports (70%), and a ban on critical Canadian exports to the U.S. (65%).

“WE WILL NOT BACK DOWN FROM A FIGHT”

Prime Minister Justin Trudeau spoke about the trade war this morning, as the new tariffs took effect.

“Canadians are reasonable, and they are polite, but we will not back down from a fight,” he said.

Canada’s trade war strategy will start with 25% tariffs on $155 billion of American goods, he said.

Canada’s tariffs will stay in place until the U.S. rescinds their tariffs, “and not a moment sooner.”

Trudeau also addressed the American people: “We don’t want this. We want to work with you as a friend and ally. We don’t want to see you hurt either. But your government has chosen to do this to you. … There is no justification or need whatsoever for these tariffs.

“We will be there as needed to help. We will defend Canadian jobs. We will stand up for Canadians every single second of every single day, because this country is worth fighting for,” he added.

“IT’S SPARKED A RESURGENCE OF CANADIANA”

More travel advisors are telling Travelweek that negative sentiment towards the U.S. is impacting bookings for south of the border.

Following up on coverage last month as the trade war loomed, Travelweek spoke with two travel advisors both seeing downward pressure on U.S. bookings.

“As a travel advisor, I’ve been seeing a shift in my Canadian client’s travel preferences. Many clients are starting to reconsider plans to travel to the U.S. due to the current state of Canada-U.S. relations,” says Pink Palm Travel’s Jennifer Gaskell.

While most clients whose trips were already booked are still proceeding – mostly cruises sailing out of the U.S., “there has definitely been a slowdown in new bookings to the U.S.,” says Gaskell.

She’s seeing more travellers opt for destinations that offer better value for their dollar – like all-inclusives in Mexico and the Caribbean instead of Walt Disney World in Florida – “or where they feel more confident about their purchases.”

She’s also noticing some clients choosing to stay within Ontario. Gaskell specializes in luxury travel, and she says high-end properties like the JW Marriott The Rosseau Muskoka are being promoted as alternatives to luxury U.S. hotels. “Resorts of Ontario is doing an excellent job promoting these options,” she says.

“Other clients are taking advantage of competitive pricing in southern destinations like Mexico. I’ve personally sold multiple rooms in Mexico as an alternative to places like Myrtle Beach.”

Meanwhile Gilbert Manza with Executive Travel Services Inc. says he’s had numerous clients rethinking travel to the U.S. – from bachelorette / bachelor parties, to regular vacations.

“It has sparked a resurgence of Canadiana I have not seen in  a long time,” says Manza. “There have definitely been more inquiries for this summer about travel within Canada. I think this is also due to not only the tariff situation but also our dollar.”