North America

No two countries are as closely integrated as Canada and the U.S. They share the longest international border in the world, and their bilateral relationship is one of the world’s closest and most extensive. More than 30 U.S. states, including Wisconsin, count Canada as their largest export market. On an average day, approximately $2.4 billion in bilateral trade of goods and services and 400,000 people cross the border between the two countries. Proximity, ease of doing business, and a common business culture and rule of law contribute to the already significant bilateral trade base and will ensure that this market will be receptive to U.S.- and Wisconsin-made goods and services in the coming years. This unique trade and investment relationship is based on an increasingly integrated supply chain; on the co-production of cutting-edge technologies; and on the positive flow of people, talent, and ideas.

Canada’s stable economic performance, mature and sophisticated market, strong acceptance of and familiarity with U.S. products, similar customer base, and solidly integrated supply chain offer excellent business opportunities for Wisconsin exporters with innovative product and service solutions. While many Wisconsin companies focus their attentions on Ontario and Quebec, western Canada—with its growing clean technology sector; strong agriculture sectors; and growing information and communications technology, artificial intelligence, and data sciences markets—provides opportunities for Wisconsin companies as well.

Canada is Wisconsin’s largest export market, with $8.4 billion in goods exported to Canada in 2023 and a bilateral trade value of approximately $14.6 billion (Wisconsin exports more than it imports). Wisconsin’s close geographic proximity and the similarity in business cultures make Canada a good first export market for Wisconsin companies. Canada has committed to net zero carbon emissions by 2050, with significant reduction targets by 2030. Opportunities in energy efficiency, carbon capture, and battery technologies focused on both industrial and consumer markets present strong prospects for Wisconsin companies.

With a population of almost 130 million, a rich cultural history and diversity, and abundant natural resources, Mexico is among the 15 largest economies in the world and the second largest economy in Latin America. The country has strong macroeconomic institutions and it is open to trade. Mexico is Wisconsin’s No. 2 export market, following Canada. Mexico’s recovery from the COVID-19 pandemic will rely on several external and domestic factors, including the speed of vaccine deliveries (and the vaccination campaign), U.S. growth dynamics, and private investment.

Mexico’s proximity to the U.S. makes it a logical market for Wisconsin exporters. It is the 11th-most-populous country in the world and is also a relatively young country with a median age of 27. Geographic proximity aside, the USMCA trade agreement gives U.S. exporters an advantage with the reduction of tariffs and the streamlining of other trade barriers such as border processing and licensing requirements for U.S. products coming into Mexico.