California Sees Fewer Canadian Tourists, Launches Campaign to Welcome Them Back

While blaming President Trump’s economic policies, Gov. Newsom said in a video that his state has ‘a whole lot of love for our neighbors up north.’

California Gov. Gavin Newsom speaks in Los Angeles on Sept. 25, 2024. John Fredricks/The Epoch Times

Gov. Gavin Newsom is partnering with the state’s tourism commission to launch a campaign targeting Canadians after California saw a drop in tourism from the nation’s northern neighbor.

The commission, known as Visit California, reported visits from Canadians dropped 12.3 percent during February. This was the first decrease in Canadian tourism to California since the COVID-19 pandemic, the governor’s office said.

Newsom blamed President Donald Trump’s economic and immigration policies for the drop in tourism in a statement issued by his office Monday.

“In response to recent declines in tourism created by President Trump’s policies, Governor Newsom and Visit California today announced the state will be launching a new international campaign to help maintain the strong tourism partnership between California and Canada, reminding Canadians that California is a grateful partner and remains one of the best — and most welcoming — destinations in the United States, and the world,” the statement read.

The governor also posted a tourism campaign video, inviting Canadians back to the state, which has “plenty of sunshine and a whole lot of love for our neighbors up north.”

“The Golden State and Canada have always shared so much in common. Sure, you know who’s trying to stir things up back in D.C., but don’t let that ruin your beach plans,” Newsom said in the video released April 14, without naming Trump.

“California is the ultimate playground — over 2,000 miles 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.”

Newsom owns wineries, bars, restaurants, and hotels as part of his portfolio of investments in California’s wine industry.

According to the governor, nearly 2 million Canadians visited California last year.

Visit California’s President Caroline Beteta affirmed that in the statement released by the governor’s office: “California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit.”

In a statement Feb. 3, the U.S. Travel Association, a nonprofit, reported Canada was the top source of international visitors to the United States, with 20.4 million visits in 2024, generating $25.5 billion in spending, which supported 140,000 jobs.

Trump’s tariffs on Canada, which started March 4, could discourage Canadian visits and purchases in the United States, according to the association.

The top five most visited states by Canadians are Florida, California, Nevada, New York, and Texas, which could see declines in retail and hospitality revenue, as shopping is the top leisure activity for Canadian visitors, the group reported.

A 10 percent drop in Canadian travel could mean 2 million fewer visits, $2.1 billion in lost spending, and thousands of lost jobs, according to the association.

Visit California reported 1.8 million Canadians visited in 2023, making them the second-largest group of international visitors to California, following Mexicans.

In February, California recorded an 8.8 percent decline year-over-year in international arrivals, according to Visit California. Among ports of entry, Los Angeles experienced the steepest year-over-year decline, the commission reported.