American tourist destinations are deploying creative strategies to counter a significant decline in visits from their northern neighbours. A combination of political tensions, economic factors, and more stringent border protocols has led to a notable drop in Canadian travellers heading south.
Why Canadians Are Staying Home
Recent data reveals a sharp decrease in cross-border travel from Canada. Analysts point to several key factors discouraging trips to the United States. These include an ongoing trade war, controversial political rhetoric from U.S. President Donald Trump, increasingly intrusive border crossing requirements, and the persistent weakness of the Canadian dollar. This perfect storm has made many Canadians reconsider their traditional travel patterns.
Heartfelt Campaigns and Financial Incentives
In response, U.S. states and cities popular with Canadian visitors are fighting back with a mix of emotional appeals and practical financial deals designed to lure them back.
California's Love Letter to Canada
The state of California launched a comprehensive "California Loves Canada" marketing campaign. This initiative includes television advertisements and a distinctive logo featuring a maple leaf nestled inside a heart, superimposed over the state's outline. One 30-second commercial highlights Canada's profound influence on Californian culture, noting that the iconic Walt Disney Concert Hall was designed by Toronto-born architect Frank Gehry.
The ad also gives credit to Canadian contributions to the state's wine industry, mentioning Signorello Estates in Napa Valley, owned by Canadian-raised dual citizen Ray Signorello Jr. It doesn't stop there, pointing out that the historic Hotel del Coronado was designed by New Brunswickers Merritt and James W. Reid. The spot even acknowledges that the popular California roll sushi was invented by Vancouver chef Hidekazu Tojo and that the Imax film format is a Canadian innovation.
Maine's Bilingual Welcome
Further east, the state of Maine is taking a more direct approach. This summer, Governor Janet Mills announced the installation of new welcome signs at all 13 border crossings with Canada. These signs feature crossed Canadian and American flags and carry the bilingual message: "Bienvenue, Canadiens!"
"I'm hoping that we can put out the welcome mat," Governor Mills stated. She acknowledged the limitations of her influence, saying, "I can't change the presidency. I can't change the tariffs. Lord knows I would if I could change the rhetoric and the tariffs, but … we're putting out bilingual welcome signs." She added that she planned a personal road trip to Canada to ensure her message of welcome was clearly understood.
New York's Cross-Border Deals
Northern New York is also actively courting Canadians, particularly those from Quebec. The North Country Chamber of Commerce, which serves parts of northern New York and southern Quebec, created a "cross-border specials" campaign. This included a "Canadian residents rate" at hotels like the Bluebird Lake Placid. While these specific summer deals have concluded, the effort highlights a ongoing strategy.
The chamber also produced an English-language television advertisement aimed at Quebecers, promising "a getaway that still feels like home." The ad cleverly concludes with a woman speaking with a French-Canadian accent saying, "I was going to the U.S., but now I'm going to Plattsburgh and the Adirondack coast."
Buffalo's At-Par Promotion
In the world of sports, the Buffalo Bisons minor league baseball team, which is the Triple-A affiliate of the Toronto Blue Jays, is leveraging its connection to Canadian fans. The team introduced an "at par" pricing discount for Canadian visitors, accepting their currency at a one-to-one rate with the U.S. dollar.
"In appreciation for the great baseball fans of Southern Ontario … the Bisons continue their efforts to provide the absolute best value to their great fans coming from Canada," the team explained on its website. This move directly addresses the financial barrier posed by the weak loonie.
These concerted efforts from various American regions underscore the economic importance of Canadian tourism and their determination to rebuild this vital cross-border relationship through both sentiment and savings.
