As relations between Canada and the US have soured in recent years, California has faced a noticeable decline in Canadian tourism, a key market for the state. Political tensions, trade disputes, and controversial rhetoric have created a rift that has deterred many Canadians from visiting the Sunshine State. In response to this downturn, Visit California has launched a bold new campaign, “California Loves Canada,” aiming to reignite the connection between the two nations. Through targeted promotions and a heartfelt video, the campaign seeks to rebuild trust, remind Canadians of the state’s appeal, and restore tourism that has seen a significant drop.

California’s Bold Push to Reconnect with Canadian Travelers Amid Changing Tides

The relationship between the United States and Canada has faced significant challenges in recent years, particularly during the presidency of Donald Trump. Controversial remarks about integrating Canada as the “51st state” and disputes over tariffs created a rift that has, in turn, impacted travel between the two nations. This cooling of relations has been felt most acutely in California, a state that has historically enjoyed a strong influx of Canadian tourists. However, the latest efforts by Visit California aim to reignite the connection and restore the flow of Canadian visitors to the Golden State.

On May 6, 2025, Visit California launched the “California Loves Canada” campaign in a bid to rekindle the bonds between the two countries and reverse the decline in Canadian tourism. This initiative, which includes a heartwarming video celebrating the deep ties between California and Canada, also offers practical incentives, such as up to 25% off on more than 1,000 hotels, attractions, and activities across the state. In collaboration with Expedia, the campaign seeks to entice Canadians back to California with the promise of value for money, making it an attractive proposition for those eager to explore the state without breaking the bank.

Facing the Reality of a Declining Market

The timing of this campaign comes in response to a 12% drop in Canadian tourism to California, recorded in February 2025. This marks the first downturn in Canadian arrivals to the state since the pandemic, signaling that the ripple effects of strained diplomatic ties are still being felt. In recent years, political rhetoric, trade wars, and changing travel habits have significantly altered the way Canadians view the U.S., especially in the context of California, a state that has long been a popular destination.

In a bid to address this issue, Visit California is hoping that the campaign’s blend of nostalgia and practical discounts will help rebuild the relationship. However, the challenge extends beyond just attracting tourists—it’s about changing the mindset of Canadian travelers who may now be more hesitant to visit the U.S. due to political tensions and changing travel dynamics.

Local Communities Join the Effort

Along with the statewide marketing campaign, local communities in California are stepping up to show their appreciation for Canadian visitors. Palm Springs, a favorite destination for Canadians, has taken a visible stance by adorning its streets with heart-shaped banners featuring the Canadian flag. This small but powerful gesture is meant to send a message of goodwill to Canadian travelers, showing that local communities value their presence and want them back.

Palm Springs isn’t alone in its efforts. Other popular Californian destinations have also expressed their gratitude, working in tandem with Visit California’s larger marketing initiative to demonstrate that the state is not just offering discounts, but is wholeheartedly welcoming back its northern neighbors.

The Economic Implications

The decline in Canadian tourism has broader economic consequences for California. The state projects a 4.3% decrease in international visitor spending for 2025, which equates to millions of dollars in lost revenue. This is particularly concerning for cities like Los Angeles and San Francisco, where tourism is a vital part of the local economy.

Los Angeles has already reported a reduction in international flights during the first quarter of 2025, suggesting that fewer Canadians are choosing the U.S. as their destination of choice. In San Francisco, Canadian arrivals have decreased by double digits, highlighting the broader trend that Canadians are becoming more selective about their U.S. travel plans.

A recent estimate projects that even a 10% drop in Canadian tourists could result in a staggering $2.1 billion loss for the U.S. economy and the loss of over 14,000 jobs. With tourism playing such an integral role in California’s economic landscape, these figures underline the urgency of reversing the trend and restoring Canadian visitors to pre-2020 levels.

The Road to Recovery: Can California Win Back Canadians?

While the “California Loves Canada” campaign is an important step in this recovery effort, experts warn that simply offering discounts might not be enough. For Canadian travelers, the challenges of traveling to the U.S. go beyond just price points—they are also influenced by the political climate and the complexities of international travel, including border policies and trade disputes.

California’s efforts need to go beyond promotional videos and discounts. It must address the underlying concerns and misconceptions that have arisen in the minds of Canadian travelers. With the shift toward more relaxed travel destinations closer to home or those offering better exchange rates, California will have to demonstrate that it can offer more than just the typical tourist experience. The state needs to show Canadians that it is a welcoming destination that values their business and understands the unique challenges they face.

While there is no doubt that California’s iconic landscapes, vibrant cities, and rich cultural offerings still hold immense appeal for Canadian visitors, the state will have to work hard to restore the trust and goodwill that once made it a top vacation choice for its northern neighbors.

A Long-Term Strategy for Rebuilding Trust

Rebuilding relationships with Canadian tourists won’t happen overnight. While the “California Loves Canada” campaign is a good start, the state must continue to engage with Canadian travelers in meaningful ways. This will involve a sustained effort to not only improve the visitor experience but to ensure that Canadian travelers feel safe, valued, and welcome.

California’s long-term success in regaining Canadian tourists will depend on its ability to adapt to changing travel dynamics, address political concerns, and offer a compelling value proposition that goes beyond just discounted hotel rooms. The state must prove that it is still a top-tier destination for Canadians, both in terms of the experiences it offers and the way it treats its visitors.

Canada and US relations have soured in recent years, leading to a decline in Canadian tourism to California. In response, Visit California is launching a bold new campaign to restore these vital tourist numbers by reconnecting with Canadian visitors.

Ultimately, while the future of California’s tourism industry may be uncertain, one thing is clear: the state is committed to winning back Canadian travelers, and it will take a combination of marketing, outreach, and cultural engagement to make it happen. Whether California can restore its position as the destination of choice for Canadians remains to be seen, but the campaign’s message is clear—California is ready to embrace its northern neighbors once again.

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