Alkali and quaternary ammonium cations interact with negatively charged cellulose nanocrystals (CNCs) bearing sulfated or carboxylated functional groups. As these are some of the most commonly occurring cations CNC encounter in applications, the thermodynamic parameters of these CNC-counterion interactions were evaluated with isothermal titration calorimetry (ITC). Whereas the adsorption of monovalent counterions onto CNCs was thermodynamically favourable at all evaluated conditions as indicated by a negative Gibbs free energy, the enthalpic and entropic contributions to the CNC-ion interactions were found to be strongly dependent on the hydration characteristics of the counterion and could be correlated with the potential barrier to water exchange of the respective ions. The adsorption of chaotropic cations onto the surface was exothermic, while the interactions with kosmotropic cations were endothermic and completely entropy-driven. The interactions of CNCs with more bulky quaternary ammonium counterions were more complex, and the mechanism of interaction shifted from electrostatic interactions with surface charged groups of CNCs towards adsorption of alkyl chains onto the CNC hydrophobic planes when the alkyl chain length increased.