News Summary

In response to the decline in cross-border travel and economic uncertainties for both the U.S. and Canada, states like California, Florida, and Illinois are launching collaborative campaigns aimed at attracting Canadian tourists by offering discounts and emotional appeals. California’s ‘California Loves Canada’ initiative offers up to 25% off on hotels and attractions, while other states are working to reaffirm their hospitality and strengthen tourist relationships. The initiatives reflect a collective effort to boost tourism and economic ties as borders open up for summer 2025.

California — In an urgent response to declining cross-border travel and the economic uncertainty facing both the United States and Canada, states including California, Florida, Illinois, New York, Massachusetts, and Palm Springs are launching campaigns aimed at attracting Canadian tourists in 2025. This coordinated effort comes as Canadian visitation has dropped significantly due to a stronger U.S. dollar, growing political tensions, and higher travel costs.

California’s initiative, dubbed “California Loves Canada,” aims to rekindle the strong cultural and economic ties shared between the two nations. The campaign offers enticing discounts of up to 25% on more than 1,000 hotels, activities, and attractions specifically targeting Canadian travelers. This promotion is facilitated through a partnership with Expedia on a dedicated Canadian landing page, aiming to simplify access to California’s tourist offerings.

In 2024, over 1.8 million Canadians visited California, a number underscoring the importance of this demographic to the state’s tourism sector. Despite the strong showing in previous years, recent trends have indicated a softening in inbound travel from Canada. California is now deploying emotional appeals and incentives tailored specifically for Canadian tourists to reignite their interest.

Similarly, Palm Springs has taken a personal approach by displaying 40 heart-shaped Canadian flags, symbolizing their desire to reconnect with the 300,000 Canadians who typically visit annually but who have been affected by the recent drop in cross-border travel.

Florida, traditionally a favorite among Canadian tourists—drawing over 3 million visitors yearly—is also feeling the impact of political tensions and economic instability. In response, VISIT FLORIDA is ramping up efforts to engage Canadian tourists by organizing outreach events and promoting travel opportunities throughout the year instead of limiting marketing to seasonal visitors.

Illinois, with a focus on fostering its relationship with Canadian travelers, has released a video message from Governor JB Pritzker acknowledging the significant impact that tourism from Canada has on the state’s economy, particularly in urban hotspots like Chicago. Meanwhile, both New York and Massachusetts have witnessed a decline in tourist traffic from Canada, with New York reporting a drop in weekend visitors from Quebec and Ontario, and Massachusetts noting fewer visits from Canadian students and holidaymakers. These states, along with governors from four other Northeastern states, have formally invited Canadian premiers to collaborate on reviving cross-border tourism.

The collective initiatives across U.S. destinations reflect a broader trend of reassessing travel behaviors influenced by geopolitical dynamics, policy changes, and rising inflation rates. Tourism boards across various states are aiming to remind Canadians of the adventures and familiar experiences awaiting them just across the border.

These campaigns are not only about attracting tourists; their success is expected to impact crucial areas such as hotel bookings, airline seat availability, and the broader economic relationship between the U.S. and Canada. The focus on directed promotions, emotional outreach, and regional diplomacy encapsulates an earnest effort to convey to Canadian tourists that they are both missed and warmly welcomed back to the U.S.

As summer 2025 approaches, U.S. destinations are hopeful that these carefully planned strategies will reverse current trends and rekindle interest among Canadian travelers, embracing the opportunity to strengthen ties and enhance cross-border tourism.