The Golden State is showing Canada some love.
At a time when many Canadians have soured on trips to the U.S. because of ongoing political disputes and President Donald Trump’s tariffs and 51st state comments, Visit California has launched a new campaign ” to show Canadians that they are missed, they are deeply valued, and they are always welcome in California.”
“California would not be the same without Canadians,” Visit California officials said. ” In 2024, California welcomed 1.8 million Canadian visitors, making it the state’s second-largest global tourism market.”
California Governor Gavin Newsom has a fun, cheeky video on YouTube in which he calls California “the ultimate playground.”
As the background shifts quickly to a photo of the White House, Newsom says “You know who’s trying to stir things up back in DC, but don’t let that ruin your beach plans.” He goes on to say that California “is 2000 miles from Washington, and a world away.”
It will surely enrage a few people, but I love the video.
Visit California President and CEO Caroline Beteta in a statement that the Canadian appreciation campaign will launch the first week in May.
“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,” she said.
“As I shared last week, shifting sentiment in Canada, driven by political tensions and economic pressure, is already impacting travel behavior,” Beteta said. “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.”
Beteta said Visit California is 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.
The city of Palm Springs recently unfurled downtown banners with a Canadian flag symbol and a similar message.
Beteta and Newsom said the Canada campaign will be focused on highlighting the shared values, natural friendship, and cultural affinity between the two regions.
I think that’s a very important statement. There’s a strong cultural affinity between Canada, where I’ve lived for 43 years and 15 days, and California, where I was born and raised and lived for almost 25 years before moving north to marry a Canadian. Like Canada, California is a very diverse place, with people from around the world. The largest population of Cambodians outside Cambodia can be found in Long Beach, California. San Francisco’s Chinatown is considered the largest and oldest in North America.
If you check out restaurants in the San Francisco Bay Area or in Southern California, you’ll find many of the same types of places you’ll find in Vancouver or Montreal or Toronto; Indian cuisine, Thai food, Mexican/Latin American, French; you name it.
Chinatown in San Francisco, California. Jim Byers Photo
Even more important in my mind is the line from Beteta and Newsom about shared values.
Canadian and California friends both ask me how I’ve adjusted to life in Toronto. I often tell them, “Well, the weather’s a little different from San Francisco, but the culture and the way people look at life are quite similar.”
Unlike some (okay, many) Americans, most people in the bigger cities of California are very much in favour of gun control and believe women have the right to birth control and should be the ones who make decisions about their bodies. They str0ngly believe in LGBTQ rights. They like the idea of public health care, and most wish they had what Canadians have. They value diversity, and appreciate living in a place with people from around the world who bring their own cherished traditions and cultures.
Take away the climate, and you’ve got a lot of similarities in the way most (but not all) California people approach life and the way most (but not all) Canadians look at things. San Francisco, in particular, is very socially conscious about things like the environment and women’s rights and public transit and boosting multiculturalism. I’d say most Angelenos are the same, as are most residents of progressive cities like Santa Monica, West Hollywood, Santa Cruz, Santa Barbara and many other California cities.
Grand Central Market in Downtown Los Angeles serves up food from around the world. Jim Byers Photo
So, when Visit California says they want to celebrate the shared values, natural friendship, and cultural affinity between their state and Canada, they’re not just reaching into a dictionary of politically correct marketing words.
“California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit,” Beteta said. “California and Canada share so much in common. 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 campaign will include different initiatives designed to extend the olive branch to prospective Canadian travellers.
As someone with a foot in both California and Canadian society, I understand the time may not be right for Canucks to head south to the U.S. for a holiday. But when you feel comfortable with the idea, you can rest assured you will be welcomed in my home state with open, inviting, appreciative arms.
