Canadians invited to "come experience our California Love"
California is reaching out to Canadians with a new campaign that reinforces the bonds between the Golden State and Canada, and reminds its international partners that the state remains “a welcoming, inclusive and unparalleled travel destination.”
And that message is being delivered by none other than California Governor Gavin Newsom who tells Canadians:
“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.”
The new campaign launched by Governor Newsom and Visit California comes at a time when the state’s tourism from Canada has posted dramatic declines, dropping by 12% in February compared to the previous year. That drop in Canadian visits to California marks the first decrease since the COVID-19 pandemic.
In 2024, California welcomed 1.8 million Canadians who spent $3.72 billion in the state and in announcing the new campaign, it was made abundantly clear that the Trump administration’s economic and immigration policies were hurting every economic sector, including the tourism industry.
Travel Courier reached out to Visit California President and CEO, Caroline Beteta for additional insights on the new campaign, including how it will engage the travel trade here.
“Visit California is committed to a long-term presence in Canada, and we are maintaining a $5.2 million marketing investment this year. In addition to direct-to-consumer advertising in Canada, our team in Toronto continues to engage with the travel trade, airlines, media outlets and influencers to keep the California message alive,” Beteta told Travel Courier.
Visit California is also teaming with Expedia to launch a Canada-exclusive value program, offering savings of up to 25% on hotels, activities and attractions. The promotion will run across Expedia’s platforms and drive users to Visit California’s Canadian landing page.
The campaign will also feature new content highlighting the strong bond and cultural affinity between the two regions. This content will be rolling out across digital platforms over time, and shared with media and influencer partners.
Asked for a further update on the drop in Canadian arrivals, Beteta told TC that: “Visit California is monitoring bookings and other indicators closely – and consumer sentiment just as closely. There is work to do, and we’ll continue showcasing the state as one of the world’s most welcoming destinations – while highlighting value offerings, family-friendly attractions and iconic, only-in-California experiences – to draw Canadian travellers back, whenever they’re ready.”
Visit California has also adjusted its projections for 2025 visitor spending to $160 billion, down from the $166 billion originally forecasted.
Asked about conversations that Visit California is having with Canadian tour operators and travel advisors, Beteta said: “We know many Canadians are choosing to stay home right now. No matter the reason, we understand and want Canadians to know that they are missed, they are deeply valued and they are always welcome in California.”
As for Visit California’s message to the Canadian travel trade and advice as to what they should be telling their clients, Beteta said that: “California’s open-minded values are unwavering, and Visit California is working hard to spread an inviting message in Canada and around the world.”
She continued: “The state’s hotels, restaurants and attractions — and our residents — value international visitors and stand ready to welcome you with open arms.”
And she added: “Visit California knows it’s a complicated time for our highly-valued travel trade partners in Canada and we are determined to seek value-driven opportunities that can help support those relationships, such as our upcoming partnership with Expedia.”
Summing up the message, Beteta told TC: “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.”
