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Gavin Newsom speaks at the Vogue World: Hollywood Announcement at the Chateau Marmont in West Hollywood, CA on March 26, 2025.
California launches Canadian charm offensive
California governor Gavin Newsom kicked off a campaign to promote Canadian tourism in his state, pitching its sunny beaches, lush vineyards, and world-class restaurants.
Why now? California tourism operators are feeling the pinch as relations between the US and Canada sour under Trump. Newsom reports that Canadian tourism to his state has fallen 12% compared to last year.
But his charm offensive may fall flat for reasons beyond his control. A US travel association says three times as many Canadians are staying away from the US as the industry first predicted, and southbound car trips were down by a third in March, according to Statistics Canada.
The lost business from their northern neighbors could cost Americans $6 billion this year. Canadian anger at Trump’s annexation threats are part of the problem, but so is the fear of mistreatment: The widely reported story of a Canadian actor who was held in custody for 11 days after a visa problem isn’t helping, nor are stories of people of other nationalities being turned away, detained, or having their personal devices examined. A Canadian satirical site joked that Canadian visitors could look forward to an unexpected side trip to El Salvador.
Until there is a thaw in Canada-US relations, many Canadians aren’t interested in spending their vacation dollars in Gavin Newsom’s Golden State, or anywhere else in the US for that matter.