How some American destinations are trying to woo Canadians back
An overview of what we’re seeing
With President Trump making no secret of his desire to make Canada the 51st US state, it’s hardly surprising that Canadians are pulling back from travel to America. In May, travel from Canada to the US had declined by 38% from the previous year, and the impact on states that rely on Canadian tourism has been nothing short of profound.
In this context, we thought it’d be interesting to offer an informal review of the in-market advertising initiatives from a variety of destinations that are attempting to woo Canadians back to the US. This is not intended to be a comprehensive review, nor an analysis, but rather an overview of campaigns that are catching our eye.
California: According to CTV News, Visit California launched a "California Loves Canada" campaign in partnership with Expedia, offering Canadians discounts on hotels and attractions. This campaign, which includes a new video and special landing page, aims to highlight California's diversity and inclusivity.
Additionally, there was widespread media coverage of Governor Newsom’s video ad message imploring Canadians to visit California.
Illinois: In May 2025, Governor JB Pritzker, alongside the Illinois Office of Tourism, released a video message to Canadian audiences, thanking them for their contributions to the state’s culture and economy. The message focused on mutual respect, urban energy, and the long-standing friendship between Canada and the U.S., especially visible in the vibrant city of Chicago.
Palm Springs: According to the Economic Times, the city of Palm Springs installed banners with heart-shaped Canadian flags along Palm Canyon Drive, sending a "love letter" to Canadian visitors.
Jay Peak Resort, Vermont: Full disclosure, we're big fans of Jay here at Origin. We ski there and they've been clients for almost two decades. That said, we had nothing to do with their messaging which came at a time where most other US destinations were radio silent. Here are just two examples:
Plattsburgh, New York: To encourage their northern neighbors to visit, in April the chamber of commerce launched a TV ad campaign in Ottawa and across Quebec. It's also offering a series of tourism-related business discounts for Canadians.
Additionally, individual businesses are doing all kinds of things to woo Canadians back. A local golf club is even providing freebies to Canadians with proof of residency.
Virginia Beach, Virginia: Virginia Beach is offering “Loonie Savers” for Canadian visitors, special discounts at area attractions designed, in part, to help offset the exchange rate. It’s not a new promotion, but this year it comes with the acknowledgement that things are not as they always were. "Amid recent tariff challenges, we want Canadians to know how much we value their visits to Virginia Beach," says Nancy Helman, Virginia Beach Convention and Visitors Bureau director.
New Hampshire: The ads in Quebec lead to a French language landing page encouraging visitors to come back to the State and enjoy nature.
Border communities in Washington State unveiled Open Arms for Canada, timed around the Toronto Blue Jays vs. Mariners baseball series when thousands of Canadians usually flood Seattle. The campaign’s message to Canadians is “We love our Canadian neighbors and we regret how our federal government is treating you. So, we’re taking the Canadian Dollar at par – marking 30% off your tab to account for the exchange rate. It’s our way of saying, ‘We’re glad you’re here and we’re on your side.’”
What else are we missing? Reach out with anything you’ve seen (good or bad), we’d love to know what else is out there. Email mj@originoutside.com
