California Governor Gavin Newsom is turning his attention north of the border in a bid to reinvigorate tourism from Canada, launching a $5 million campaign aimed at restoring one of the state’s most valuable international visitor markets. In a video posted to X, formerly Twitter, Newsom personally invites Canadians to “come back to California,” calling for a renewed partnership that he says strengthens cultural and economic ties between the state and Canada.
The initiative is part of Visit California’s annual international marketing efforts, with this year’s Canadian campaign receiving a major boost amid concerns over declining travel figures. According to Newsom’s office, Canadian tourism generated nearly $4 billion in revenue for the Golden State in the most recent fiscal year. However, February 2025 saw a 12% decrease in Canadian visitors compared to the same time last year, a downward trend that state officials fear could accelerate due to ongoing trade tensions and tariffs affecting travel affordability.
“California and Canada have always shared a deep connection—whether it’s through business, family ties, or love of the outdoors,” Newsom says in the video, which showcases iconic California destinations like Lake Tahoe, Venice Beach, and the Napa Valley. “We’re rolling out the red carpet to our friends up north. This isn’t just a vacation invitation—it’s an open-door to deeper collaboration.”
The campaign, funded through a mix of public tourism development funds and private industry partnerships, includes digital, broadcast, and print media placements across major Canadian cities including Toronto, Vancouver, Calgary, and Montreal. Visit California’s campaign also highlights California’s diversity, year-round sunshine, culinary scene, and renowned wine regions, while offering travel deals and incentives in partnership with airlines and hospitality groups.
Canadian tourists have traditionally ranked among the top international visitors to California. Before the pandemic, they accounted for nearly 1.7 million annual visits. But recent data suggests shifting economic conditions—driven in part by a strong U.S. dollar, high fuel prices, and increased border wait times—are keeping more Canadians at home. Additionally, new tariffs on certain Canadian exports and retaliatory fees on U.S. goods are contributing to what analysts call a “cooling” of cross-border consumer movement.
Visit California President and CEO Caroline Beteta says the campaign is designed not only to restore visitor volume but to deepen loyalty from Canadian travelers. “This is a strategic push to reestablish emotional and economic connections between Californians and Canadians,” Beteta explains. “We know Canadians love California—we just need to remind them how easy and enriching it is to come back.”
Governor Newsom’s video includes a light-hearted message emphasizing hospitality, cultural inclusivity, and shared values between Californians and Canadians. It also teases special travel events and festival packages, including California’s wine harvest season, LGBTQ+ Pride celebrations, and national park experiences—all of which appeal to Canadian tourists seeking sun, culture, and outdoor adventure.
In addition to boosting tourism, the campaign also has economic implications for California’s hospitality and service sectors. Hotels, restaurants, rental car companies, and entertainment venues still recovering from pandemic-era losses are expected to benefit from any rebound in international visitors, especially those with high spending profiles like Canadians.
The Canadian marketing push is expected to continue through early 2026, with performance metrics to be released quarterly. Newsom’s office says the effort reflects a broader commitment to reviving and diversifying the state’s tourism economy, which is one of California’s largest job-producing sectors.
