The northern lights lit up the night sky over Kalispell, Montana, on November 5, 2001. Now, this small community — located about five hours south of Calgary — is launching a new campaign to invite Canadian travellers to return and explore the area once again. The Associated Press
The city of Kalispell, Montana, known for its mountain views and outdoor adventures, is reaching out to Canadians with a heartfelt message — “we see you, and we miss you.” Hoping to rekindle cross-border travel, the tourism group Discover Kalispell has launched a new campaign called the Kalispell Canadian Welcome Pass.
The pass includes 15 local businesses offering discounts on hotels, dining, retail, and museums. It’s part of a push to encourage Canadians, particularly those from Calgary and southern Alberta, to make the short drive — about five hours south of the border — to visit again.
“We just want our Canadian neighbours to know that despite everything happening politically, we’d love to welcome them back,” said Diane Medler, executive director of Discover Kalispell.
Tourism Drop Hits Local Economy
Tourism plays a key role in northwestern Montana’s economy, and recent years have been challenging. Medler shared that border crossings have fallen between 15 and 25 per cent, while international credit card spending is down by nearly 40 per cent.
“For northwest Montana, tourism is our leading industry,” Medler said. “We’re a seasonal and recreational destination, and we depend on visitors.”
The decline in Canadian travel stems from several factors — a weaker Canadian dollar, rising travel costs, and political tensions between the two countries. Comments made by U.S. leaders, including remarks about making Canada the “51st state,” have also soured some Canadians’ views of travelling south.
Other U.S. Regions Try Similar Strategies
Kalispell isn’t alone in its outreach. Travel consultant McKenzie McMillan, based in Vancouver, noted that several U.S. regions — including Seattle, King County, and eastern Washington’s wine regions — have also launched campaigns aimed at Canadian tourists.
“They’re offering deep discounts and even Canadian-at-par rates,” McMillan said. “But so far, it hasn’t really changed the numbers.”
McMillan believes that many tourism campaigns ignore the bigger issue — Canadians’ frustration with U.S. political actions and trade policies. “People aren’t just staying away because of money,” he said. “They’re upset about how Canada has been treated politically.”
He estimates that Canadian travel to the U.S. has dropped by as much as 90 per cent, though trips to Europe and Mexico remain strong alternatives for many travellers.
California’s Example Shows Some Hope
McMillan pointed to California’s earlier outreach as one of the few campaigns that made a difference. Governor Gavin Newsom invited Canadians to “look past the politics” and enjoy the state’s beaches and wine regions. “That campaign seemed to resonate more,” McMillan said. “Some clients told me they felt more comfortable going back to California afterward.”
Local Tourism Groups Stay Hopeful
Back in Alberta, Erin Crane, CEO of Tourism Lethbridge, said her region has actually seen more visitors recently, including Americans exploring Canada. “While Kalispell is focused on attracting Canadians, we’re working to welcome both domestic and international travellers,” she said.
Kalispell’s message remains clear: despite political tension and economic hurdles, the town wants Canadians to know they’re always welcome. With special offers and a neighbourly spirit, the city hopes to restore the steady stream of visitors who once filled its hotels, restaurants, and scenic trails.
