WASHINGTON, DC - FEBRUARY 23: California Governor Gavin Newsom attends an event with fellow governors in the East Room of the White House on February 23, 2024 in Washington, DC. President Joe Biden, first lady Jill Biden and Vice President Kamala Harris all addressed the state and territory leaders who are in Washington for the annual National Governors Association Winter Meeting. (Photo by Chip Somodevilla/Getty Images)
Sacramento, California – California Gov. Gavin Newsom on Monday unveiled a new tourism campaign aimed at Canadians, encouraging them to “come experience our California Love” in an effort to reverse a recent drop in visitors from the north — a decline many attribute to rising tensions over President Trump’s policies.
In a sunny, upbeat video posted to social media, Newsom distanced the Golden State from federal politics, highlighting California as a welcoming alternative. “Sure, you-know-who is trying to stir things up back in D.C.,” he says, as sweeping views of beaches, the Golden Gate Bridge, and a woman flying a kite flash on screen. “But don’t let that ruin your beach plans.”
The campaign arrives after a 12% drop in Canadian tourism to California in February — the first such decline since the pandemic. According to the governor’s office, the dip follows President Trump’s recent imposition of a 25% tariff on Canadian goods and inflammatory remarks about annexing the country. Many Canadians have reported feeling alienated, with their government warning travelers to expect “scrutiny” at the U.S. border.
Newsom is betting that California’s progressive values and scenic attractions — from national parks to world-class wine and cuisine — will prove more powerful than the political divide. “Here in California, we have plenty of sunshine and a whole lot of love for our neighbors up north,” he says in the video.
In 2024, nearly 1.8 million Canadians visited California, spending an estimated $3.72 billion. That number is now at risk, with Visit California projecting a $6-billion loss in overall tourism revenue this year, driven largely by a drop in international travelers.
The Coachella Valley, a longtime destination for Canadian snowbirds, has been especially hard-hit. In response, Palm Springs has hung banners declaring “Palm Springs ? Canada.” The city’s mayor, Ron deHarte, emphasized that Canada remains the region’s top international travel market.
Caroline Beteta, CEO of Visit California, echoed that sentiment: “California and Canada share inclusive values, a love of natural beauty, and a passion for innovation. We look forward to welcoming you back.”
Newsom also met Monday with British Columbia Premier David Eby to discuss cross-border collaboration on trade, housing, and infrastructure — further reinforcing ties at a time when diplomacy may be as critical as sunshine in luring visitors back.
