California is set to launch a new international tourism campaign aimed at strengthening ties with Canada. Governor Gavin Newsom and Visit California are spearheading this initiative to highlight the state’s appeal as a premier travel destination amidst declining visitation rates attributed to federal policies.
Governor Newsom commented on the venture, stressing California’s appeal, “Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans. 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. Canada, come experience our California Love.”
This campaign comes in the wake of a reported 12% drop in Canadian tourists in February, the first noted decrease since the COVID-19 pandemic. Last year saw 1.8 million visitors from Canada spending approximately $3.72 billion in California.
Visit California, a nonprofit funded by private businesses, is extending its $5.2 million annual marketing efforts in Canada through this campaign. Its President & CEO, Caroline Beteta, reaffirmed the state’s commitment: “California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit. 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 campaign underscores California’s emphasis on its welcoming atmosphere and diverse landscapes, positioning itself as a distinct and preferred destination. Visit California assures that no tax dollars are allocated to this campaign.
In a broader context, Governor Newsom has ambitions to extend economic partnerships with international allies beyond tourism, focusing on economic resilience and strengthening trade relationships. This priority includes new dialogues with Canadian leaders on shared goals, notably in industries like lumber and transportation.
California maintains its prestigious status as the top U.S. destination for tourism, with travelers contributing over $150 billion in state revenue in 2023.
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