• Multiple U.S. states are launching targeted tourism campaigns to recover Canadian visitor volume lost due to economic factors and political tensions.
• California’s “California Loves Canada” campaign uses emotional appeals and financial incentives, highlighting shared cultural ties (Frank Gehry, IMAX).
• Montana, Arizona, and New York are targeting specific Canadian segments with focused deals like the “Canadian Welcome Pass” and the “Snowbird Panic Plan.”
• New York’s campaign included targeted French-Canadian accented TV spots and hotel discounts to attract visitors from Quebec to the Adirondack region.

A significant trend has emerged in 2025 where numerous U.S. states, including California, Florida, Montana, New York, and Arizona, are launching highly targeted tourism campaigns to win back Canadian visitors. This strategic initiative is a direct response to a noticeable decline in cross-border travel, which has been exacerbated by a weak Canadian dollar, rising trade tensions, and political instability related to U.S. policies.

These campaigns are blending emotional appeals with financial incentives to overcome perceived barriers. California leads with its “California Loves Canada” campaign, which uses messaging emphasizing shared cultural contributions (like architect Frank Gehry and IMAX) alongside practical discounts on hotels and attractions. Montana is attracting outdoor enthusiasts with its “Canadian Welcome Pass,” a digital app providing local discounts near Glacier National Park.

States are also targeting specific Canadian demographics. Arizona launched the “Snowbird Panic Plan,” offering discounts on accommodations and golf packages to attract long-term winter visitors. New York focused its promotions on Quebecers, offering discounted hotel rates and using French-Canadian accented ads to stress the accessibility of the Adirondack region. These initiatives collectively aim to restore the vital flow of Canadian tourists by leveraging hospitality, cultural ties, and affordability, signaling a serious commitment from U.S. states to adapt to the shifting dynamics of the international travel market.