Dear Industry Partners,
Yesterday, Governor Newsom offered Canadians a message only California can deliver — grounded in connection, mutual respect and a deep sense of shared purpose. It served as a powerful reminder that California’s arms remain wide open to our neighbors up north.
Read Governor Newsom’s full statement
Watch his message to Canadian travelers
As I shared last week, shifting sentiment in Canada, driven by political tensions and economic pressure, is already impacting travel behavior. Canada isn’t just one of our top international markets — it’s part of California’s cultural and economic DNA. As Governor Newsom said, we’ve always been on the same wavelength — from shared commerce and values to a love of coastlines and creativity. This connection runs deep, and Visit California is working to carry that message forward and drive impact to every corner of our state that relies on Canadian travelers.
California wouldn’t be California without Canada
Launching the first week of May, Visit California’s newest campaign layer speaks directly to this enduring relationship. It’s a cinematic tribute to the many ways Canadians have helped shape the Golden State — from IMAX and the California sushi roll to vineyard owners and visionary designers — all framed through a heartfelt lens of gratitude and shared history.
Expedia partnership
We’re also teaming up with Expedia to launch a Canada-exclusive value program, offering savings of up to 25 percent on hotels, activities and attractions. The promotion will run across Expedia’s platforms and drive users to Visit California’s Canadian landing page. Partner opt-in runs April 14-27, with the program launching immediately after. To join this Canada-only value program, sign up via Expedia Partner Central or contact your local Expedia Market Manager.
These initiatives build on our existing $5.2 million annual marketing investment showcasing California as the Ultimate Playground in Canada. These new layers come at a critical time; rising political and economic headwinds are tempering intent to travel from Canada. That’s why we’re stepping up: to reinforce confidence, restore momentum and remind Canadians that in the Golden State they are welcome and valued.
We’ll explore these insights, and a broader look at the travel landscape, during our virtual Travel in the Time of Tariffs Town Hall on Wednesday, April 23 at 1:30 p.m. PT. Register here.
California and Canada share more than tourism — a spirit of innovation, curiosity and connection. Visit California is proud to carry this work forward with creativity, conviction and deep respect for a partnership that continues to shape us both.
