CEO Update: Canada CEO Mission Showcases Unity Value and Welcome

Dear Industry Partners,

Last week, Visit California led a CEO mission to Canada at a pivotal moment, as economic headwinds and shifting perceptions continue to influence travel to the United States.

Our goal was clear: to reaffirm California’s long-standing connection to Canada, our No. 2 international market. In 2024, 1.8 million Canadian visitors spent $3.7 billion across the state. In 2025, Visit California is forecasting a decline in both visitation and spending, driven by currency fluctuations, trade dynamics and traveler uncertainty. Against this backdrop, our mission focused on strengthening partnerships, deepening media relationships and re-inspiring Canadian travelers with a message of welcome, value and shared experience.
 
I was joined by an extraordinary group of tourism CEOs whose leadership helped deliver a unified message of trust, optimism and long-term commitment. Over five days in Toronto, Calgary and Vancouver, we met with airline and tour operator executives, top-tier media and consumers — reaffirming that California’s door remains open and its story continues to resonate.
 
Toronto set the tone for the mission, beginning with a Travel Trade CEO Roundtable where partners shared candid concerns about affordability, exchange rates and hesitation toward U.S. travel. Even with those headwinds, demand for California remains strong, especially for luxury, multigenerational trips and short getaways.
 
We leaned into California’s mega-event momentum throughout the mission, using every opportunity to highlight the world-class experiences ahead. In Toronto, the Visit California Superfan Draw at Union Station brought that energy to life. Featuring Raptors Superfan Nav Bhatia, the activation offered a 360-degree photo booth, exclusive giveaways and a sweepstakes for tickets to major sporting events. It captured the spirit of the Golden State and sparked early buzz for the FIFA World Cup, Super Bowls 60 and 61 and the LA28 Olympic and Paralympic Games.
 
In Calgary, we met with more than 50 WestJet executives and tourism partners at the airline’s headquarters. WestJet has remained a consistent and valued partner, maintaining key California routes even during periods of volatility. This meeting was a chance to reaffirm our shared commitment and align on future growth.
 
We concluded the mission in Vancouver with a media briefing and interviews, followed by a Canada insights panel featuring leaders from Destination Vancouver, BC Business and Wells Luxury Travel. The discussion focused on what drives Canadian travel decisions today — trust, shared values and a desire for meaningful connection. The takeaway was clear: California stands apart from the broader U.S. narrative, defined by its creativity, diversity and openhearted spirit.
 
Throughout the mission, we embraced a tone of diplomacy and appreciation, acknowledging the broader political climate while reinforcing that California’s doors remain open. Our longstanding relationship with Canada is grounded in shared values and mutual respect.
 
Looking forward, Visit California will invest $3 million in the market in 2025, evenly split between trade engagement and consumer marketing — a continuation of the consistent presence we’ve maintained since 1998.
 
I am deeply grateful to the tourism leaders who joined me:
  

• Visit California Commissioner Stephen Revetria, President, Giants Enterprises
• Visit California Commissioner Sima Patel, Chief Executive Officer, Ridgemont Hospitality
• Daniel Kuperschmid, President and CEO, San Diego Tourism Authority 
• Mike Waterman, President and CEO, Visit Anaheim
• Rob O’Keefe, President and CEO, See Monterey
• Julie Wagner, President and CEO, Beverly Hills Conference and Visitors Bureau
• Peter Gamez, President and CEO, Visit Oakland
• Tom Kiely, President and CEO, Visit West Hollywood
• Claudia Vecchio, President and CEO, Sonoma County Tourism
• Cathy Cartier, President and CEO, Visit SLO CAL
• John Hutar, President and CEO, The San Francisco Peninsula
• Kathy Janega-Dykes, President and CEO, Visit Santa Barbara

 
Their presence helped ensure California’s message was delivered with sincerity, clarity and purpose.
 
Canada has always been more than a key market. It is part of California’s story. As we look ahead, we do so with optimism, gratitude and a heartfelt invitation to return to the Golden State.

Sincerely,
Caroline Beteta
President & CEO
Visit California