Overview

• Governor Gavin Newsom unveiled a $5.2 million tourism campaign, in partnership with Visit California, to counter a 12% decline in Canadian visitors to California reported earlier this year.
• The campaign emphasizes California’s unique attractions and welcoming culture, distancing the state from President Trump’s controversial tariff policies and rhetoric toward Canada.
• Canadian tourism contributed $3.72 billion to California’s economy in 2024, but stricter U.S. border policies and Canadian travel advisories have further discouraged cross-border travel.
• Newsom also met with British Columbia Premier David Eby to explore collaboration in the lumber industry, transportation infrastructure, and affordable housing projects.
• The campaign is part of a broader effort by Newsom to mitigate the economic fallout of U.S.-Canada trade tensions, including retaliatory tariffs and declining international tourism revenue.