Newsom Aims To Win Back Canadian Tourists Amid Trump-Era Tensions

CALIFORNIA — Gov. Gavin Newsom is launching a new campaign aimed at rekindling California’s relationship with Canadian tourists, many of whom have threatened to stop visiting the Golden State in the wake of former President Donald Trump’s trade and immigration policies.

Canada had long ranked as California’s second-largest source of international tourism, behind only Mexico. But there are already signs that travel from the northern neighbor could take a serious hit during Trump’s second term as retaliatory tariffs and tense diplomatic rhetoric disrupt the cross-border dynamic. The GOP president has also threatened to annex the country and mocked it as the "51st state", further heightening tensions.

“Never again, until Trump’s gone,” Carol Harris, a retired Nova Scotia university professor, told CalMatters. “I will miss the desert,” she added. “I love the topography of California. I like the politics of California.” Still, she said that as an “adamantly progressive” person, not visiting the United States is “just something we have to do.”

What's more, Charlie Angus, a member of Canada's Parliament recently dubbed Trump's words as "an act of war," and told Canadians not to travel to the U.S.

California stands to lose billions if Canadians decide to plan their vacations elsewhere, but Newsom hopes he can win them back.

“Sure, you-know-who is trying to stir things up back in D.C., but don’t let that ruin your beach plans," Newsom said.

Since Trump retook the White House, tourism from Canada "dramatically declined, "dropping 12% in February compared to last year, according to Newsom's office. In response, the governor announced a $5.2 million marketing push — funded entirely through non-taxpayer dollars — aimed at re-engaging Canadian travelers.

In a video posted to social media this week, Newsom cheekily reassured Canadians that they are still welcome in the Golden State.

"California is the ultimate playground 2,000 miles from Washington and a world away in mindset," he said. "From our iconic beaches and national parks to world-class wine, food and outdoor adventure — there's something here for everyone."

On Monday, the governor also met with British Columbia Premier David Eby to discuss collaboration on multiple industries and affordable housing projects with the Golden State.

Newsom says nearly 2 million Canadians visited California last year and spent roughly $3.72 billion.

"Because here in California, we've got plenty of sunshine and a whole lot of love for our neighbors up north," he said.

Visit California, the state's nonprofit tourism arm, told the Los Angeles Times that it estimates a $6 billion decline in tourism dollars this year due to a decrease in international visitors.

“California and Canada share so much in common,” Caroline Beteta, chief executive of Visit California, told the Times. “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.”