Thursday, June 5, 2025
Facing a sharp decline in Canadian travel and spending, California, Florida, Illinois, New York, Massachusetts, and Michigan are now driving a coordinated US-wide effort to win back visitors from one of America’s most vital international markets. With a stronger U.S. dollar, political tensions, and rising travel costs discouraging cross-border tourism in 2025, these six states are rolling out tailored campaigns, emotional outreach, and targeted travel deals to reconnect with Canadian travelers and revive a long-standing relationship that fuels local economies nationwide.
With Canada historically ranking as the second-largest source of international visitors to the U.S., the sudden downturn has hit border economies and tourism revenue hard. But rather than sitting still, these states are leading a coast-to-coast effort to revive one of America’s most dependable travel relationships — and they’re doing it with urgency, creativity, and a personal touch.

California Rekindles a Special Bond

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California has taken the lead with a bold, emotionally-driven campaign titled “California Loves Canada.” Launched in May 2025, the campaign blends nostalgia with incentives, aiming to rekindle the strong connection Canadians have long felt for the Golden State. In partnership with Expedia, the state is offering up to 25% off on more than 1,000 hotels, attractions, and activities — all through a Canadian-focused booking platform.
But the real heart of California’s campaign lies in its messaging. A cinematic tribute video, a public town hall hosted by Governor Gavin Newsom, and a clear attempt to distance California from national politics show a serious commitment to rebuilding trust. After experiencing a 12% drop in Canadian visitors this February and anticipating a 4.3% decline in international visitor spending, California isn’t just reacting — it’s trying to lead the recovery from the front.

Florida Focuses on Year-Round Travel

Florida, another top destination for Canadian travelers, is fighting to protect its market share. The Sunshine State typically welcomes over 3 million Canadians each year, but in recent seasons, a mix of political unease and rising costs has cooled that enthusiasm. In response, VISIT FLORIDA has stepped up its outreach across Canada, promoting year-round travel and working with Canadian tour operators through flagship events like Florida Huddle and Encounter 2025.
The state’s strategy focuses on reminding Canadians that Florida is more than beaches and theme parks — it’s a place of cultural connection, sunshine in every season, and familiar warmth. With campaigns aimed at travelers in both English and French-speaking provinces, Florida is reasserting itself as a natural extension of the Canadian travel lifestyle, especially for snowbirds and family vacationers.

Illinois Builds Bridges Through Diplomacy

Illinois is taking a more diplomatic and relationship-driven approach. In May 2025, Governor JB Pritzker, alongside the Illinois Office of Tourism, released a video message to Canadian audiences, thanking them for their contributions to the state’s culture and economy. The message focused on mutual respect, urban energy, and the long-standing friendship between Canada and the U.S., especially visible in the vibrant city of Chicago.
As part of its tourism revival plan, Illinois is targeting Canadian travelers with personalized content, regional promotions, and public affirmations of its welcoming environment. With direct flights from Toronto and Montreal to Chicago declining in frequency, and visitor numbers softening, Illinois recognizes the importance of acting fast — not just to maintain its international profile, but to remind Canadians that they’re not just tourists here, they’re part of the community.

New York: Reaffirming Cross-Border Friendship

New York State has long enjoyed strong ties with Canadian travelers, particularly those coming from Ontario and Quebec for shopping weekends, city breaks, and cross-border road trips. But even New York has seen a drop in Canadian foot traffic in 2025, prompting leaders to get proactive. In early May, the state joined with five other Northeastern states in signing a formal letter to Canadian premiers, urging a renewed spirit of cooperation and tourism revival.
The letter wasn’t just symbolic. New York has committed resources to reintroduce the state through cross-border campaigns, promotional events, and tourism partnerships that emphasize shared values and accessibility. With efforts being rolled out in both English and French-speaking regions, New York is hoping to spark renewed interest in everything from upstate wine trails to Broadway nights in Manhattan.

Massachusetts: Reviving Educational and Heritage Tourism

Massachusetts is also moving to restore momentum. Known for its educational ties, historical landmarks, and deep cultural roots, the state has always drawn Canadian students, vacationers, and heritage travelers. But recent data shows a troubling dip in arrivals, particularly in group travel and school-related tourism, which have historically been strong from Canada.
In response, Massachusetts tourism officials are crafting a 2025 Canadian Engagement Plan. This strategy includes curated travel packages, academic collaborations, and cultural exchanges designed to build on the state’s longstanding appeal to Canadian visitors. With Boston serving as a familiar and accessible entry point, the state aims to reinforce its image as a place where Canadian values and American experiences naturally align.

Michigan: Driving Regional Recovery Through Local Events and Digital Tools

Michigan, home to the iconic Great Lakes and scenic roadways, is anchoring its response with a focus on regional travel and local storytelling. The state’s tourism sector is seeing signs of life in 2025, particularly in areas like the Keweenaw Peninsula, where an early summer tourism boost has been attributed to unique festivals like Bridgefest, Pasty Fest, and the Juhannus Celebration.
To build on this momentum, Michigan is embracing digital tourism trends — with Visit Michigan working to ensure its online content, social media presence, and AI-compatible resources are up-to-date and engaging. By targeting short-haul Canadian travelers, especially from Ontario, and emphasizing its natural beauty and cultural familiarity, Michigan is positioning itself as a laid-back, accessible alternative in a time of rising global travel costs.

Cross-Border Travel Falls Sharply in 2025

The push to reignite Canadian tourism isn’t without urgency — the latest data paints a stark picture. In April 2025 alone, the number of Canadian residents returning home by air from the U.S. dropped by 19.9% compared to April 2024. The situation at land borders was even more dramatic, with automobile return trips plunging 35.2% year-over-year. These figures, released by Statistics Canada, signal a serious slowdown in one of the most important international travel relationships in North America.
Several factors are behind the downturn. A weaker Canadian dollar has made U.S. vacations more expensive, while border delays, tighter entry policies, and a lingering chill from past political tensions have further discouraged travel. For states that rely heavily on Canadian visitors — especially those near the border or with strong snowbird ties — the ripple effects are already visible. From fewer hotel bookings to quieter shopping districts, the economic impact is becoming harder to ignore, prompting states to act swiftly and decisively.

A United Front for a Shared Future

What binds these six states together is more than geography — it’s a shared understanding that Canadian tourism matters deeply, not only to their economies but to their identities. A 10% drop in Canadian visitors could cost the U.S. $2.1 billion and more than 14,000 jobs. That’s not just a number — that’s real people, real communities, and real opportunity on the line.
In the face of currency gaps, political divides, and evolving travel habits, California, Florida, Illinois, New York, Massachusetts, and Michigan aren’t waiting for the storm to pass. They’re sending a message loud and clear: Canadian travelers are not just welcome — they’re wanted, missed, and actively being invited back.

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Tags: California, Canada, florida, Illinois, massachusetts, Michigan, New York, US

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