California Governor Gavin Newsom has launched a new campaign in collaboration with Visit California to encourage Canadian tourists to visit the state, distancing it from the policies of President Trump. This initiative comes in response to a notable 12% decline in Canadian tourism due to Trump’s tariffs and threats of annexation against America’s neighbors to the north, which have led to a boycott of American products in Canada.
“We get it. The White House isn’t exactly laying out the welcome mat, but Canadians should know that California will continue to welcome them and that we remain grateful for their partnership,” a Newsom administration official told Fox News on Monday.
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Newsom’s campaign, which includes a $5.2 million marketing effort, aims to remind Canadians that California remains a welcoming destination, highlighting shared values and natural beauty.
The governor’s efforts also reflect concerns about the economic impact of reduced Canadian travel, which previously contributed significantly to California’s tourism revenue. More than 1.8 million Canadian tourists visited the state last year, generating $3.72 billion in revenue, but rates of visitation dropped 12% year-over-year in February.
Despite the campaign’s positive intent, responses from Canadians have been mixed, with some expressing reluctance to visit the US under the current administration.
Newsom has also engaged in discussions with Canadian leaders to strengthen partnerships beyond tourism, indicating a broader strategy to maintain ties with Canada.
Connor Walcott is the lead writer for Valuetainment.com. Follow Connor on X and look for him on VT’s “The Unusual Suspects.”
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