California Makes Passionate Outreach To Canadian Tourists
Words have consequences.
Statements about Canada becoming the 51st state, having artificial borders, or the amplified political rhetoric and pressures being applied on the country by its neighbour to the south, are having a profound impact on tourism, as many Canadians are having second thoughts about spending their dollars in the United States.
This is especially true for California tourism, where, in 2024, 1.8 million Canadians visited and spent their vacation dollars, making Canada the state’s second-largest global tourism market. In response to the loss of, or potential loss of Canadian tourists, Visit California, the state’s tourism board, has launched a campaign that is a direct olive branch to Canada and prospective Canadian travellers. Both Canada and California share spectacular coastlines, charming seaside villages and outstanding restaurants, so Canadians realize they have options beyond America’s most populous state and the world’s fifth-largest economy.
The campaign launched with a video posted by California Governor Gavin Newsom speaking directly to Canadians saying, “We’ve always been on the same wavelength from shared commerce and values to a love of coastlines and creativity.” The video is a heartfelt piece of gratitude and shared history addressing the ties that bind Canada and California, highlighting the shared values, natural friendship and cultural affinity between the two regions.
“California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit,” says Visit California President and CEO Caroline Beteta. “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.”
The Visit California initiative also includes a partnership with Expedia. The tourism board is teaming up with Expedia to launch a Canada-exclusive value program, offering savings of up to 25 per cent on hotels, activities and attractions. The promotion will run across Expedia’s platforms and hopes to drive users to Visit California’s Canadian landing page.
The varied initiatives build on Visit California’s $5.2 million annual marketing investment showcasing California to Canadian tourists.
“California and Canada share more than tourism a spirit of innovation, curiosity and connection,” said Visit California when making the announcement of the new and revised approach to Canadians. “Visit California is proud to carry this work forward with creativity, conviction and deep respect for a partnership that continues to shape us both.”
