By Michael Baginski/ Acknowledging that “you-know-who is trying to stir things up back in D.C.,” California Gov. Gavin Newsom is urging Canadians not to let that “ruin” their beach plans and instead come back to a state he maintains is not only 2,000 miles away from the capital, but also “a world away in mindset.”
Taking to social media, Newsom touted a destination with something for everyone – “from our iconic beaches and national parks to world-class wine, food, and outdoor adventure” – and a place ready show its northern neighbours some “California love.”
Moreover, he announced a new international marketing campaign by Visit California designed to counter tourism declines “created by President Trump’s policies” that will emphasize the strong tourism partnership between California and Canada, and remind Canadians that California is “a grateful partner and remains one of the best – and most welcoming – destinations in the United States, and the world.”
Canadians are the second-biggest international spenders for California’s tourism economy, and state tourism officials say visits by Canadians dropped 12% in February compared with the same month last year – a year that saw 1.8 million Canadian visitors to the state, according to Visit California.
“California is taking decisive, strategic action – not only to stem this tide, but to send a clear message: California is open, welcoming, and deeply values its international visitors, especially Canadians. The upcoming campaign will extend Visit California’s $5.2 million annual marketing investment in Canada,” said a statement on the California government website.
“California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit,” Visit California President & CEO Caroline Beteta added. “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…”
In a letter to industry partners, Beteta said, “California’s arms remain wide open to our neighbours up north.”
She also revealed that Visit California’s newest campaign, launching the first week of May, will speak directly to the enduring relationship between California and Canada and will feature 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
Visit California is also partnering with Expedia to launch a Canada-exclusive value program, offering savings of up to 25% on hotels, activities and attractions. The promotion will run across Expedia’s platforms and drive users to Visit California’s Canadian landing page, starting at the end of April.
“These initiatives,” Beteta wrote, “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.”
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