Americans don’t know much about Canada and aren’t interested in visiting.

That shocking trend is contributing to a 34 percent drop in visits to the country by Americans since 2000 and threatening a chunk of a major industry in Canada, according to a recent study. Factors the study didn’t mention include the strict border rules and the rising Canadian dollar.

Apparently prospects aren’t likely improve either:

Boomers and their elders, tend to have a more favorable impression of Canada than Generations X and Y, who view Canada as an average, even boring, travel prospect.