California Appeals Directly to Canadians as Border Visits Decline

Amid rising political tensions and economic friction between Canada and the United States, Canadian travellers are increasingly turning their backs on visits south of the border—prompting U.S. states like California to launch targeted tourism campaigns aimed at reversing the trend.

California Governor Gavin Newsom recently unveiled a direct video appeal to Canadians, positioning his state as a welcoming, vibrant destination far removed from Washington politics. “California—it’s the ultimate playground. 2,000 miles away from Washington and a world away in mindset,” Newsom said, highlighting the state’s iconic attractions from sun-kissed beaches to world-renowned vineyards.

The Golden State and Canada have always shared so much in common.

Sure, you-know-who is trying to stir things up back in DC, but don’t let that ruin your vacation plans.

We’re launching a new international campaign to welcome and encourage Canadians to visit the Golden State. pic.twitter.com/ko24o5WkWp

— Governor Gavin Newsom (@CAgovernor) April 15, 2025

But his outreach may be too little, too late.

According to a recent survey by the Travel Health Insurance Association of Canada (THIA), 70 per cent of Canadians say they are unlikely to visit the U.S. this year. Border crossings by car plummeted by 32 per cent in March alone, Statistics Canada reports, signalling a steep drop in leisure travel that industry experts attribute to a combination of political, economic, and cultural factors.

Will McAleer, Executive Director of THIA, noted that Canadians are growing more selective in their travel choices due to mounting trade tensions, the weakened Canadian dollar, and dissatisfaction with the current U.S. administration. “The political environment is starting to impact the places Canadians want to travel,” McAleer said.

The backlash intensified after controversial remarks by former U.S. President Donald Trump referring to Canada as the “51st state,” coupled with punitive tariffs on Canadian imports.

Airlines are responding to the shifting travel preferences by cutting U.S.-bound flights and redirecting capacity to overseas destinations. Andrew Stafford, a travel expert with Flight Centre Canada, reported a 40 per cent drop in Canadian bookings to the U.S. in recent months. “There’s also been a significant number of cancellations,” he added.

In their quest for better value, Canadians are increasingly exploring destinations where their dollar stretches further. Japan, the Netherlands, Spain, Costa Rica, Australia, and Colombia have emerged as popular alternatives, offering both cultural appeal and economic advantages.

Despite these changes, Governor Newsom remains hopeful. “Here in California, we’ve got a whole lot of sunshine and a whole lot of love for our neighbours up north,” he said, signaling that efforts to win back Canadian tourists are far from over.

The trend, however, is not limited to Canadians. Tourism data reveals a broader decline in visitors to the U.S. from Western Europe, with countries such as Ireland, Norway, and Germany reporting drops exceeding 20 per cent.