US States Coordinated Effort to Reignite Canadian Tourism

California, Florida, Illinois, New York, Massachusetts, and Michigan are leading a united US-wide effort to revive the crucial flow of Canadian tourism in 2025. Faced with a sharp decline in cross-border travel and spending, these six states are rolling out innovative campaigns, emotional appeals, and targeted promotions to reconnect with Canadian visitors. This collaborative initiative aims to reignite one of North America's most important international travel relationships, supporting local economies and communities throughout the United States.

California’s Leadership in the Coordinated Effort

California is boldly leading the coordinated effort to reignite Canadian tourism with its emotionally resonant campaign, “California Loves Canada.” Launched in May 2025, the campaign masterfully blends nostalgia and economic incentives to rekindle the long-standing affection many Canadians hold for the Golden State. The offer of up to 25% discounts on over 1,000 hotels, attractions, and experiences through a dedicated Canadian booking platform highlights California’s commitment to making travel more accessible despite the challenges of a stronger US dollar and rising costs.

Beyond discounts, California’s campaign seeks to rebuild trust through heartfelt messaging. The state released a cinematic tribute video celebrating the deep connection between Canadians and Californians, coupled with a public town hall event led by Governor Gavin Newsom. This event underscored California’s deliberate effort to distance itself from divisive national politics, presenting a welcoming and warm face to potential visitors. This strategy is especially important after experiencing a 12% drop in Canadian visitors early in 2025 and a projected 4.3% decline in international visitor spending.

California’s leadership exemplifies a proactive response that is strategic, urgent, and personalized. By addressing both emotional and financial barriers, California hopes to spark a meaningful comeback and set an encouraging example for the rest of the states engaged in this collaborative movement. Their innovative use of partnerships — notably with Expedia — ensures that the state’s messages and deals reach Canadians directly, fostering a renewed enthusiasm for cross-border travel.

Florida’s Year-Round Travel Campaign Strengthens Regional Tourism Ties

Florida, a perennial favorite among Canadian travelers, is intensifying its outreach as part of the US-wide coordinated effort to reignite Canadian tourism. With over three million Canadians visiting yearly, the state is confronting new hurdles from political unease to increased travel expenses. In response, VISIT FLORIDA has amplified marketing efforts across Canada, emphasizing the state as a year-round destination filled with cultural richness, sunny skies, and warmth that Canadians value.

The state’s approach is multifaceted — promoting travel beyond the classic image of beaches and theme parks, Florida is highlighting its cultural attractions, community connections, and lifestyle compatibility with Canadian travelers. Year-round campaigns are rolled out in both English and French, targeting diverse regions including French-speaking Quebec. Signature events such as Florida Huddle and Encounter 2025 play a pivotal role in strengthening partnerships with Canadian tour operators, travel agencies, and media.

This sustained campaign recognizes the importance of snowbird visitors and families who seek not just leisure, but a home-away-from-home experience in Florida. The state’s diplomatic and inclusive marketing strategy strives to remind Canadians that Florida remains an accessible and welcoming travel choice despite the current challenges. In doing so, Florida solidifies its role in the collective endeavor to revive Canadian tourism across the United States.

Illinois Forges Diplomatic and Relationship-Driven Tourism Revival

Illinois is taking a distinctive, relationship-oriented approach within the US-wide effort to reignite Canadian tourism by focusing on diplomatic messaging and community engagement. Governor JB Pritzker, in collaboration with the Illinois Office of Tourism, released a heartfelt video message in May 2025 directly addressing Canadian audiences. The message expressed appreciation for Canadian contributions to Illinois’ culture and economy and reinforced the deep friendship shared between the two nations, especially highlighted by Chicago’s vibrancy and accessibility.

Recognizing the impact of fewer direct flights from major Canadian cities like Toronto and Montreal and the softening visitor numbers, Illinois is stepping up with personalized content strategies, regional promotions, and strong public affirmations of welcome and inclusivity. The state aims to shift Canadians’ perception from seeing themselves as mere tourists to integral members of the communities they engage with, nurturing a sense of belonging and shared identity. This human-centered, diplomatic approach uniquely complements the more promotional campaigns in other states.

Illinois’ strategy reflects an understanding that rebuilding Canadian tourism is not solely about economic numbers but about strengthening long-term ties. By invoking mutual respect and highlighting cultural affinity, Illinois is contributing a crucial piece to the broader mosaic of US states committed to reversing the decline in Canadian visitor flow through compassionate outreach.

In summary, the coordinated campaign spearheaded by California, Florida, Illinois, New York, Massachusetts, and Michigan represents a determined and multifaceted response to a sharp drop in Canadian tourism in 2025. Each state brings unique strengths: California’s emotionally charged incentives, Florida’s year-round cultural appeal, Illinois’ diplomatic outreach, and similarly focused initiatives in New York, Massachusetts, and Michigan. Together, they send an urgent, welcoming message to Canadian travelers — one emphasizing that they are valued guests who contribute significantly to local economies and communities. Moving forward, sustained collaboration, creative marketing, and the use of digital tools will be essential to restoring cross-border tourism and forging an even stronger future partnership between Canada and the United States.