The Golden Gate Bridge in San Francisco, California, stands as an iconic landmark. Travel Pulse
California Governor Gavin Newsom has a clear message for Canadian vacationers: Don't let the politics of Washington D.C. stop you from enjoying the Golden State. In a new marketing video, Newsom emphasizes that California is "2,000 miles away" from Washington D.C. and is a "world away" in terms of its mindset. He wants to reassure Canadian travelers that the state remains welcoming, despite the policies of President Donald Trump.
Trump's rhetoric and policies have made it harder for Canadians to feel welcome in the U.S. The president’s repeated remarks calling Canada the "51st state" and imposing tariffs have caused tension between the two countries. As a result, many Canadians have decided to stay home for their vacations, choosing to explore domestic options instead. Prime Minister Justin Trudeau has encouraged Canadians to spend their vacations within Canada, enjoying the many national parks and tourist sites that the country offers.
The shift in Canadian travel habits is evident in the data. Flight Centre Travel Group Canada, a major travel agency, reported a 40% drop in bookings to the U.S. in February compared to the previous year. Many travelers are canceling their U.S. trips and heading to other destinations, such as Mexico and the Caribbean.
Canada is a crucial source of visitors to the U.S. In 2024, Canadians accounted for over 20 million visits, contributing $20.5 billion to the U.S. economy and supporting 140,000 jobs. If the trend continues, the U.S. could lose millions of visitors and billions of dollars. A 10% decline in Canadian travel could result in a $2.1 billion loss and around 14,000 job cuts.
California, in particular, has felt the impact of this shift. In 2023, around 1.8 million Canadians visited the state, contributing $3.72 billion to California’s economy. However, figures show a 12% drop in Canadian visitors to California in February. This marks the first decline in Canadian tourism to the state since the pandemic recovery began.
In response, Governor Newsom is taking action to attract more Canadian visitors back to California. One of his efforts includes a recent meeting with British Columbia Premier David Eby, where they discussed potential cross-border cooperation on trade, housing, and transportation. Another part of his strategy is a new marketing campaign aimed directly at Canadian travelers.
The marketing video promotes California’s iconic attractions, highlighting its beaches, national parks, and world-class wine and food. It also emphasizes the state’s friendly atmosphere, with Newsom personally narrating that California is still the welcoming place it has always been, despite federal policies. "There’s something here for everyone," Newsom says, adding that California has "plenty of sunshine and a whole lot of love for our neighbors up north."
California has long been a leader in U.S. tourism, with over $150 billion spent by visitors in 2023. This generated $12.7 billion in state and local tax revenue. Newsom's efforts aim to restore the flow of Canadian visitors to California and keep the state’s tourism economy strong.
