Relations between the US and Canada have become strained in recent months. President Donald Trump increased trade pressure on its neighbor, even threatening to annex Canada as the 51st US state and intensifying border control measures. This has led to a significant decrease in Canadian tourists visiting the US. In response, US tourist destinations are now seeking to attract Canadians back through various methods, from emotional appeals to financial incentives.

California officials launched the "California Loves Canada" campaign, featuring a maple leaf inside a heart, set against the shape of the western US state. The 30-second campaign advertisement highlights numerous Canadian contributions to Californian culture. These include the Walt Disney Concert Hall, designed by Toronto-born architect Frank Gehry; the historic Hotel del Coronado by brothers Merritt and James W. Reid; and the wine industry of Signorello Estates in Napa Valley. The advertisement also notes that Imax is a Canadian company, and the California Roll sushi was created by chef Hidekazu Tojo from Vancouver.

Logo of California's campaign to attract Canadian tourists. *Photo: Visit California*

In Maine, Governor Janet Mills unveiled a series of new welcome signs this summer specifically for Canadian visitors from New Brunswick, Quebec, and other regions. The signs feature Canadian and US flags crossed into a heart shape, alongside the French phrase: "Bienvenue, Canadiens!" (Welcome, Canadians!). Governor Mills stated, "We hope we can show our hospitality. I cannot change the president, I cannot change tariff policies, but I am placing bilingual welcome signs at all 13 border crossings between Maine and Canada." She also revealed plans for a road trip to Canada to ensure the message is clearly conveyed.

New York state also launched promotional programs for Canadian tourists, along with TV advertisements encouraging them to return. The North Country Chamber of Commerce, representing the northern part of the state, along with Akwesasne territory and a portion of southern Quebec, launched a "cross-border deals" campaign. This initiative offers discounted rates for Canadian visitors at the Bluebird Lake Placid hotel this summer. An advertisement released in early summer promised "a vacation that feels like home." It concluded with a woman speaking English with a French-Canadian accent, saying, "I'm going to the US, I'm going to Plattsburgh and the Adirondack region."

Welcome sign specifically for Canadian tourists in Maine. *Photo: WGME*

Rochester, New York, a city near the border, also launched a "Dear Canada" advertising campaign this year. The advertisement stated, "We really miss you. We miss your curiosity, your laughter, your love for beer. Sincerely, Rochester." Further east, Burlington, Vermont, located about 65 km from the Canadian border, once derived over 15% of its summer economic revenue from Canadian tourists. As this percentage declined, city officials temporarily renamed Church Street in the city center to Rue Canada.

Church Street outdoor shopping area in Burlington, Vermont. *Photo: BTB Travel*

Noticing fewer tourists from British Columbia and Alberta this year, officials in Kalispell, Montana, developed the Kalispell Canada Welcome Card app. This mobile app offers discounted deals for Canadian tourists, including a 10% discount on rooms at the Kalispell Grand hotel and a buy-one-get-one-free ticket for the Glacier Art Museum.

The impact of reduced Canadian tourism is evident. According to local officials, total entries from Canada into Montana in august decreased by 26% compared to the previous year. Canadian credit card spending in Kalispell also dropped by 39% by the end of september. "We miss you, Canada," the city government wrote on its website. "Over the past few months, our two countries have gone through a lot. But one thing is certain: we truly miss you."