On a cold January afternoon in Niagara Falls, on the border between the U.S. and Canada, the traffic is mostly flowing one way: northward.

Cars from New York and Pennsylvania are backed up for 30 minutes on the Rainbow Bridge into Canada, while the southbound lanes are clear.

A 34 percent plunge in the Canadian dollar since 2011 is spurring a reversal of traffic along the longest undefended border in the world. Americans are heading north for bargains with a U.S. dollar that stretches to about C$1.42, and Canadians are staying home. Border towns such as Niagara Falls, Ontario, where honeymooners have been taking in the sights next to North America’s biggest waterfall since the early 1800s, are getting a boost.

“I can’t remember the last time we were doing so well,” said Charlie Burland, president of family-owned Niagara Clifton Group, which operates about 22 tourism-related businesses around the city’s strip of kitschy wax museums, souvenir shops and motels advertising heart-shaped Jacuzzis. “I’m going to say it was long before September 11, 2001. Back in the early 1990s was the last time we saw this kind of activity.”

Sales at the Niagara Clifton Group were up 20 percent in 2015, Burland, 49, said in an interview in his office, where mementos from his family’s 90 years in tourism dot the walls. Visits of U.S. residents to Canada reached 3.24 million in July 2015, the highest for the month since July 2008. Tourism meanwhile, contributed C$7.84 billion ($5.5 billion) to Canadian gross domestic product in the third quarter of 2015, up 5.6 percent from the third quarter of 2013.

The industry is one of the few bright spots in a Canadian economy that has been dragged down by the slump in commodity prices and slowing global growth. While holding interest rates steady at its policy announcement Wednesday after cutting twice last year, the Bank of Canada highlighted tourism as one of the domestic industries starting to feel the positive effects of a weaker currency.

The loonie, as the Canadian dollar is known for the image of the aquatic bird on the C$1 coin, hit a 13-year low of C$1.4690 per U.S. dollar this week and traded at C$1.4187 as of 5:20 a.m. New York time on Friday. That move is seen as overdone by analysts who forecast a rise to C$1.39 by the first quarter of 2016 and to C$1.37 by the end of the year, according to the median of estimates compiled by Bloomberg.

The forecasts may be optimistic if the central bank is prompted to cut interest rates again. Derivatives traders see about a 40 percent chance that the bank will cut its benchmark rate by April, and about a 50 percent probability of a move by May, according to data compiled by Bloomberg.

Brad Brennand and his girlfriend, Krissy Breeden, were taking advantage of the low loonie last week. They flew from Bethlehem, Georgia, for a six-day romantic getaway, gambled in the casino and ate in upscale restaurants. He proposed on a horse-and-carriage ride through Niagara-on-the-Lake, a nearby wine region.

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