Visit California! Gavin Newsom launches tourism campaign to attract Canadian visitors
Governor Gavin Newsom has launched a tourism campaign to attract Canadian visitors, after following a significant drop.
California Governor Gavin Newsom has launched a tourism campaign aimed at attracting Canadian visitors to the Golden State, in a response to a decline in travel from Canada. The campaign comes after a 12% drop in Canadian tourism to California in February 2025, making the first decline since the pandemic.
In a new social media video, Newsom highlights the state's beauty and invites the northern neighbours to experience the sunshine, beaches, and attractions that make California unique, while distancing the Golden State from President Trump's controversial policies.
“Come experience our California Love”
Newsom unveiled a tourism campaign on Monday, urging Canadians to “come experience our California Love”. On a video, posted on social media, the Golden State Governor makes distance from Trump's administration.
In the video, Newsom talks while images of the Golden Gate Bridge and a woman flying a kite appeared on the video. “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans,” said.
“California is the ultimate playground — over 2,000 miles (ca. 3,219 km) from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food, and outdoor adventure — there’s something here for everyone,” he adds.
According to Los Angeles Times, Canadian tourism has dropped 12% in February compared to the same month in 2024; the first decline since the pandemic, remarked on governor's office.
In a survey, Canadians citing concerns about Trump's policies as their reason for nixing trips. Moreover, the U.S. President has mocked Canada as America's “51st state”, and threatened to use “economic force” to annex the country of 40 million people.
Trump, his month, also began levying a 25% tariff on Canadian goods, generating further resentment. Travelers have also been alarmed by Canadian advisories warning citizens that they should “expect scrutiny” at the U.S. border.
Canadian fans have been booing the “The Star-Spangled Banner” before hockey and baseball games. Additionally, retailers have been removing American goods from stores shelves, as officials push residents to “buy Canadian”. The state of California, however, aims to reassure its Canadian neighbours by showing that it remains a hospitable destination.
“Here in California, we have plenty of sunshine and a whole lot of love for our neighbors up north,” Newsom says in the video.
Canada and California, a strong friendship build
In 2024, according to the governor's office, around 1.8 million Canadians visited the Golden State and spent roughly $3.72 billion. Visit California, the nonprofit organization dedicated to promoting tourism, predicts that the state will see an overall $6-billion decline in tourism revenue this year.
Coachella Valley is one of the hardest-hit places, where snowbirds flock every winter, funneling millions into the local economy.
The city of Palm Springs recently hung banners proclaiming “Palm Springs ♥ Canada” to welcome and encourage visitors. Canada is the top international travel source for the city, in an interview with the LA Times, Palm Springs Mayor Ron deHarte told.
Caroline Beteta, chief executive of Visit California, said in a statement that “California and Canada share so much in common”. “Our inclusive values, love of natural beauty and passion for innovation bind us, and we look forward to welcoming you back with the same community spirit you’ve always shown us.”, added.
Newsom has also worked to strengthen economic ties with Canada, meeting with British Columbia Premier David Eby to discuss mutual cooperation on issues such as the lumber industry, transportation, and affordable housing projects.