California is launching a new tourism campaign aimed at welcoming back Canadian visitors, following a sharp decline in travel from its northern neighbor.
Governor Gavin Newsom is leading the effort, sending a clear message: California remains open and inviting, regardless of what’s happening in Washington, D.C.
“California is 2,000 miles from D.C.,” Newsom says in a new promotional video released on X, formerly known as Twitter. “And we’re a world away in mindset.”
The message targets Canadian travelers who may have been discouraged by former President Donald Trump’s policies and rhetoric. Since taking office in January, Trump’s actions—including referring to Canada as “the 51st state” and imposing tariffs—have strained relations between the two countries.
As a result, many Canadians have decided to cancel trips to the United States. This trend is part of a larger pattern that includes travelers from other countries who are concerned about the U.S. political climate and reports of border detentions.
Canadian Prime Minister Justin Trudeau has also encouraged citizens to explore destinations within Canada instead. In a statement, he said, “Now is the time to choose Canada… It might mean changing your summer vacation plans to stay here in Canada and explore the many national and provincial parks, historical sites and tourist destinations our great country has to offer.”
Travel industry data shows a significant shift. According to Flight Centre Travel Group Canada, leisure bookings to the U.S. fell 40 percent in February compared to the same month last year. The agency also reported a 20 percent cancellation rate for trips to the U.S., with many travelers rebooking vacations to places like Mexico and the Caribbean.
Canada is the largest source of international visitors to the U.S. In 2024, Canadians made 20.4 million visits and spent $20.5 billion. This spending supported about 140,000 jobs in the U.S. tourism sector.
A 10 percent drop in Canadian travel could mean a loss of two million visits, $2.1 billion in spending, and 14,000 jobs, according to the U.S. Travel Association.
California, a top destination for Canadians, is already feeling the impact. In 2023, 1.8 million Canadians visited the state, down from nearly two million the year before. These visitors brought $3.72 billion into the state economy. But in February this year, the number of Canadian travelers to California fell by 12 percent compared to the same time last year. It marks the first year-over-year decline since California’s tourism sector began recovering after the pandemic.
Tourism officials in the state believe the decrease is linked to federal policies introduced by Trump. A recent report from Travel and Tour World supports this view.
To address the issue, Governor Newsom has taken several steps. He recently met with British Columbia Premier David Eby to discuss ways the two regions can work together on trade, housing, and transportation.
The new marketing video is part of a wider international campaign to boost Canadian tourism to California. The ad highlights the state’s beaches, national parks, and outdoor adventures. It also features California’s world-class food and wine scenes.
Newsom’s narration in the video reinforces the state’s welcoming nature.
“There’s something here for everyone,” he says. “Here in California, we have plenty of sunshine and a whole lot of love for our neighbors up north.”
California continues to lead in tourism among U.S. states. In 2023, visitor spending in the state topped $150 billion, generating $12.7 billion in tax revenue for state and local governments.
With the new campaign, California hopes to show Canadian travelers that while federal policies may have changed, the Golden State’s warm welcome has not.
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