SACRAMENTO, Calif. — As California seeks to differentiate itself from the Trump administration, Gov. Gavin Newsom announced a new international advertising campaign designed to draw Canadian tourists.

Citing a decline in tourism because of President Donald Trump’s policies, the ad campaign seeks to remind Canadians that California welcomes them as relations between the longstanding allies deteriorate.

What You Need To Know

  • California Gov. Gavin Newsom announced a new international advertising campaign designed to draw Canadian tourists
  • “California is the ultimate playground — over 2,000 miles from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food and outdoor adventure — there’s something here for everyone,” the governor said in a statement announcing the campaign
  • Tourism from Canada to California fell 12% in February compared with a year earlier
  • In a recent YouGov poll, more Canadians now see the United States as unfriendly (44%) or an enemy (20%), upending decades of friendly relations

“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 in a statement. “California is the ultimate playground — over 2,000 miles from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food and outdoor adventure — there’s something here for everyone.”

Tourism from Canada to California fell 12% in February compared with a year earlier. In 2024, 1.8 million Canadians visited the Golden State, according to the governor’s office. It was the first decrease since the COVID-19 pandemic, when tourism effectively shut down. 

According to a recent YouGov survey of Canadians’ opinions, 61% of respondents said they are boycotting American companies following Trump’s tariffs on the country. In February, Trump enacted a 25% tariff on all foreign steel and aluminum. In March, he imposed a 25% tariff on Canadian imports — a move Canada met with a retaliatory tariff of 25% on $155 billion of American products.

While Trump has since temporarily reduced the import tax on Canadian products to a 10% baseline tariff, more Canadians in the YouGov poll now see the United States as unfriendly (44%) or an enemy (20%), upending decades of friendly relations. Its relationship with the United States is the top issue Canada faces today as it undergoes a national election, outranking housing, inflation, healthcare and the economy, the survey found.

“California and Canada share so much in common,” Visit California president and CEO Caroline Beteta said of the upcoming campaign. “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.”

The ad campaign announcement comes less than two weeks after Newsom directed his administration to look into arranging new trade relationships with foreign countries, days after Trump announced sweeping reciprocal tariffs on dozens of countries. A vocal critic of Trump and a potential 2028 Democratic presidential contender, Newsom has called on the state’s top trade partners of China, Canada and Mexico to exempt California products from retaliatory tariffs.