California sends a message of welcome to Canadian travelers

As international travel faced mounting economic and political headwinds, Visit California took deliberate, research-informed action to protect visitation and sustain brand equity in one of the state’s most critical international markets: Canada.

The “California Loves Canada” campaign was a targeted response to shifting sentiment, developed to reinforce California’s cultural connection with Canadian travelers while offering real value and a clear message of welcome.

Recent sentiment research shows a measurable decline in Canadian intent to travel to the United States, with 14% of Canadians reporting that they have canceled a planned 2025 trip and 23% saying they have postponed travel. This drop was driven by a combination of factors, including the strength of the U.S. dollar, proposed tariffs and rising anti-U.S. sentiment. Combined with campaigns promoting domestic travel within Canada and heightened media narratives, these developments have created a noticeable cooling in cross-border tourism.

California remains one of the most trusted and beloved U.S. destinations for Canadians, contributing more than $3.7 billion in annual visitor spending. For many destinations across the state, this market is essential to long-term tourism health and economic stability.

Visit California’s campaign rollout began on April 23, when President and CEO Caroline Beteta hosted a virtual town hall with over 1,000 industry members participating. Gov. Gavin Newsom joined to discuss the implications of tariffs and share support for the state’s coordinated tourism response. The town hall presented updated sentiment research, revised visitation forecasts and a preview of the campaign’s core strategy to tourism leaders across the state.

On May 6, Visit California released the new campaign video that serves as the emotional centerpiece of the effort. The video highlights Canada’s enduring cultural influence on California, from culinary staples like the California roll to contributions in architecture, arts and entertainment. It reinforces a message of gratitude and belonging, closing with a visual identity that captures the campaign’s spirit of connection and appreciation.

Also launching on May 6, Visit California partnered with Expedia to introduce the Canada Value Program. The initiative offers Canadian travelers discounts of 15 to 25% on more than 950 hotels, attractions and experiences across the state. Available through a dedicated Expedia landing page, the offer is designed to reduce cost barriers during a time when affordability is a top concern for Canadian consumers.

This campaign reflects Visit California’s broader strategy to remain flexible and proactive in a volatile global environment. As economic pressures and shifting sentiment continue to shape travel decisions, California’s strong brand and enduring appeal provide a foundation for sustained recovery. But success relies on industrywide participation.

Partners across the state are encouraged to engage with the campaign by accessing the “California Loves Canada” toolkit, which includes talking points, the California loves Canada video and branding assets. This shared effort will help reinforce California’s identity as a welcoming, world-class destination and ensure Canadian travelers continue to feel valued and inspired to return.

California’s connection with Canadian travelers runs deep, and sustaining that relationship requires continued collaboration. By working together to amplify this campaign, the industry can help ensure California remains a trusted, welcoming destination for Canadian visitors now and into the future.