In a bid to revive California's tourism amidst strained U.S.-Canada relations, Governor Gavin Newsom has made a heartfelt plea to Canadians, urging them to visit the Golden State. On April 15, 2025, Newsom posted a video on X (formerly Twitter) announcing a new campaign specifically targeting Canadian travelers. He emphasized that California welcomed 2 million visitors from Canada last year and expressed hope for a resurgence in travel despite the current political climate.
Newsom's video comes at a time when many Canadians are hesitant to cross the border due to the ongoing tensions with the U.S. government. In his message, he subtly referenced former President Donald Trump without naming him, stating, "Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans." This remark alludes to Trump's previous threats of annexing Canada as the 51st state and the tariffs imposed on Canadian goods and services, which have contributed to a decline in cross-border travel.
Statistics Canada reported a staggering drop of nearly one-third in the number of Canadians traveling to the U.S. by land since Trump took office in January 2017. Many Canadians have been deterred by reports of prolonged detentions at the border, with incidents involving foreign tourists, including Canadians, raising concerns about safety and treatment by U.S. officials.
As part of the campaign to entice Canadians back to California, the state government is investing $5.2 million in advertising. Newsom highlighted California's diverse attractions, stating it is "a state where there is something for everybody." This effort aims to mitigate an anticipated $6 billion loss in overall tourism revenue for California this year, largely due to reduced international arrivals.
In stark contrast to Newsom's outreach, the provincial government of British Columbia has taken a firm stance against travel to the U.S. Housing Minister Ravi Kahlon, leading the province's response to the trade tensions, reiterated the message to Canadians: "Hold the line." He noted that there has been a 70 percent decrease in British Columbians heading south for holidays, a clear indication of the backlash against U.S. policies.
Kahlon pointed out that the ad campaign from California is a direct response to the significant drop in travel. He stated, "There’s a reason why there are ads being run by U.S. states. It’s because Canadians have responded with a clear message—we’re not a 51st state. We’re not going to take this lightly, and we believe all the tariffs should come off." His comments reflect a broader sentiment among Canadians who feel disrespected by U.S. trade policies.
Newsom's video message was released shortly after a virtual meeting with British Columbia Premier David Eby, who had recently canceled a family trip to Disneyland due to the current climate. Kahlon emphasized that there are plenty of attractions in British Columbia that can rival those in California, such as the local wine regions and beautiful landscapes. He remarked, "I think Canadians understand that there are beautiful things to do here. We have Hollywood North here. We have Napa (Valley) North here. If you want to enjoy wine, go to the (B.C.) Interior."
The travel industry has been hit hard by the decline in U.S.-bound trips. Travel agents have reported a near-total collapse of business to the United States, with one consultant noting a 90 percent drop in leisure travel since February. McKenzie McMillan, a travel consultant with the Vancouver-based Travel Group, indicated that clients are opting for destinations in Europe, Asia, and Mexico instead.
Despite the efforts from California to lure Canadians back, many travelers harbor resentment towards the U.S. government. McMillan remarked, "There’s anger among Canadian travelers, not so much with Americans but with the federal government in the United States." He believes that U.S. tourism boards need to address the underlying issues fueling this anger rather than simply making promotional pitches.
Lesley Keyter, CEO of the Travel Lady agency in Calgary, echoed these sentiments, stating that concerns about safety and treatment at the border have led many Canadians to forfeit money to cancel trips to the U.S. She noted, "Even if they’re going on a Caribbean cruise, they don’t want to go down to Fort Lauderdale to get on the cruise ship." This illustrates the significant impact that political tensions and safety concerns have on travel decisions.
As the situation continues to evolve, California's proactive approach to attract tourism contrasts sharply with British Columbia's cautionary stance. While Newsom's campaign aims to rekindle the relationship between California and Canadian tourists, Kahlon remains resolute in his call for Canadians to prioritize safety and avoid unnecessary travel to the U.S.
Ultimately, the outcome of this tug-of-war between state and provincial governments will determine the future of cross-border travel, with economic implications for both regions. As Canadians weigh their travel options, the political climate and safety concerns remain at the forefront of their decision-making process.
