California Consolidates With Michigan, Wisconsin and More US States Trying to Bringing Back Tourists from Canada with New Promotional and Marketing Campaigns as American Tourism Hitting Hard to Economy, Now Brand USA Travel Week in Toronto and Montreal Focuses Holiday Trips, Daycation and Weekend Vacations: Everything You Need To Know

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California consolidates with Michigan, Wisconsin and more US states to bring back Canadian tourists as Brand USA launches a powerful recovery strategy through Toronto and Montreal Travel Week, boosting holidays, daycations and weekend escapes.

California consolidates with Michigan, Wisconsin and more US states trying to bring back tourists from Canada through new promotional and marketing campaigns as American tourism continues hitting the economy. Meanwhile, Brand USA Travel Week in Toronto and Montreal now focuses on inspiring holiday trips, daycation experiences and weekend vacations. Consequently, destinations across the United States are intensifying digital promotions, strengthening travel trade partnerships and rebuilding traveller confidence. Moreover, the campaign targets younger Canadian visitors while encouraging repeat travel. As competition for international tourism grows, these coordinated efforts aim to restore cross-border travel demand and revive local economies.

The United States is intensifying efforts to rebuild one of its most valuable international tourism markets as several states roll out dedicated campaigns aimed at encouraging Canadians to return. Following a difficult period for cross-border travel, destinations that have historically relied heavily on Canadian visitors are investing in targeted marketing, trade partnerships and digital promotions to restore confidence and stimulate demand.

The renewed momentum comes as Brand USA prepares to launch a nationwide consumer campaign in Canada this autumn, backed by extensive market research and accompanied by the inaugural Brand USA Travel Week Canada in Toronto and Montreal. However, many states have already begun taking their own initiatives, tailoring campaigns to Canadian travellers based on regional attractions, seasonal experiences and easy accessibility.

From the beaches of Florida to California’s iconic coastline and the Great Lakes region bordering Canada, tourism authorities are repositioning their destinations to regain visitor numbers after Canadian arrivals dropped sharply during 2025.

California leads a high-profile campaign to reconnect with Canadian travellers

California has emerged as one of the most aggressive states in rebuilding its Canadian visitor base. Tourism authorities, regional destination marketing organisations and local governments have collectively launched campaigns emphasising that Canadian visitors remain highly valued.

The state’s messaging promotes California’s diverse tourism experiences, including coastal holidays, wine regions, national parks, entertainment, luxury shopping and year-round outdoor activities. Destinations such as Los Angeles, San Francisco, San Diego, Palm Springs and Anaheim have strengthened their promotional efforts across Canadian media and digital platforms.

Palm Springs, one of the favourite winter destinations for Canadians, has gone even further by publicly displaying welcoming messages specifically aimed at Canadian visitors. California’s strategy also includes targeted digital advertising in major Canadian provinces such as Ontario, British Columbia and Quebec, where outbound travel demand remains strongest.

Florida strengthens promotions for snowbirds and family holidays

Florida continues to regard Canada as one of its most important international visitor markets.

The state has expanded marketing campaigns highlighting its warm climate, beaches, theme parks, cruises, golf resorts and family-friendly attractions. Tourism officials are particularly targeting Canadian snowbirds seeking long winter stays, alongside families planning school holiday trips to Orlando, Tampa, Miami and the Gulf Coast.

Partnerships involving airlines, hotels, attractions and tourism operators are helping create attractive holiday packages designed specifically for Canadian travellers. Florida’s tourism industry hopes these collaborative promotions will accelerate visitor recovery while restoring demand for longer seasonal stays.

New York promotes city breaks and border tourism

New York State has intensified efforts to encourage Canadians to rediscover its diverse tourism offering.

While New York City remains the state’s flagship destination, regional tourism boards are also promoting Niagara Falls, Buffalo, the Adirondacks, Finger Lakes, Hudson Valley and shopping destinations close to the Canadian border.

Officials recognise that Canadian visitors contribute significantly to accommodation providers, retailers, restaurants and entertainment venues throughout the state. Marketing campaigns therefore focus on convenient road travel, cultural attractions, festivals, sporting events and premium shopping experiences that appeal to repeat visitors.

Michigan focuses on convenient cross-border travel

Michigan’s tourism strategy centres on its geographical advantage as one of Canada’s closest neighbouring states.

Tourism authorities are encouraging visitors from Ontario to explore scenic lakefront communities, outdoor recreation, golf courses, wineries, cultural attractions and family holidays. Road trips remain central to Michigan’s marketing because many Canadians can reach key destinations within a few hours by car.

Campaigns also promote Detroit’s revitalised entertainment district, museums, sporting events and waterfront developments, while highlighting the state’s thousands of inland lakes and extensive hiking opportunities.

Maine showcases coastal escapes and outdoor adventures

Maine is positioning itself as an ideal destination for Canadians seeking authentic coastal experiences and nature-based tourism.

Marketing campaigns highlight the state’s rugged Atlantic coastline, fresh seafood, picturesque fishing villages, Acadia National Park, whale watching, lighthouse trails and scenic drives. Tourism organisations are also targeting visitors from neighbouring Quebec and Atlantic Canada who can easily reach Maine by road.

The state’s strategy reflects growing demand for slower, experience-led holidays centred on outdoor recreation, wellness and sustainable tourism.

Minnesota promotes lakes, nature and sporting experiences

Minnesota continues strengthening its appeal among Canadian travellers through campaigns focused on outdoor activities and urban attractions.

Known as the Land of 10,000 Lakes, the state is promoting boating, fishing, hiking, cycling and cabin holidays alongside shopping, dining and entertainment in Minneapolis and Saint Paul.

Tourism officials are particularly targeting travellers from Manitoba and north-western Ontario, emphasising convenient driving distances and affordable family holidays.

Wisconsin highlights family tourism and outdoor recreation

Wisconsin is also expanding promotional activities across Canada.

Campaigns showcase lake holidays, state parks, cycling routes, family resorts, culinary tourism, breweries and sporting events. Officials believe Canadians seeking relaxed road-trip experiences and outdoor adventures represent an important opportunity for the state’s tourism economy.

Wisconsin’s proximity to the Canadian border allows tourism marketers to position the destination as both an accessible short break and a longer holiday option.

New Hampshire rebuilds confidence among neighbouring Canadian travellers

New Hampshire has experienced one of the sharpest declines in Canadian visitation over recent years.

In response, tourism authorities have stepped up outreach programmes highlighting the state’s mountains, hiking trails, autumn foliage, tax-free shopping, skiing and family attractions.

Officials continue working closely with travel partners to rebuild awareness while encouraging repeat visitors who traditionally crossed the border for weekend breaks and seasonal holidays.

North Dakota targets regional Canadian markets

North Dakota’s tourism campaigns remain highly focused on nearby Canadian provinces.

Marketing efforts promote outdoor recreation, wildlife, cultural attractions, national parks, heritage sites and community festivals. Easy road access continues to be one of the state’s strongest selling points, particularly for travellers looking for short cross-border holidays.

Tourism organisations also collaborate with local businesses to strengthen visitor experiences while encouraging longer overnight stays.

Brand USA supports nationwide recovery with new Canada strategy

Alongside individual state campaigns, Brand USA is preparing to launch its first major Canadian consumer marketing initiative in more than a year.

The campaign has been developed using extensive consumer research, including surveys and focus groups across Canada. Rather than targeting all travellers equally, Brand USA intends to focus primarily on younger consumers and individuals whose digital behaviour indicates a strong likelihood of considering travel to the United States.

The organisation is also expanding its industry engagement by launching Brand USA Travel Week Canada, scheduled to take place from 26 to 29 October in Toronto and Montreal. The event will bring together US destinations, travel suppliers, airlines, tour operators, travel advisers and media to strengthen commercial partnerships while showcasing new tourism experiences across the country.

Brand USA Launches New Canada Marketing Campaign as It Seeks to Rebuild Cross-Border Travel and Restore Visitor Confidence

Brand USA is preparing to relaunch its consumer marketing efforts in Canada this autumn, marking a significant step in rebuilding one of the United States’ most valuable inbound tourism markets. Following more than a year of maintaining only trade and public relations activity in Canada, the organisation believes market conditions are now favourable for a renewed consumer-focused campaign aimed at encouraging Canadians to return to the US.

The initiative comes at a pivotal time for the North American travel industry. Although forecasts still indicate growth in Canadian arrivals during 2026, the pace of recovery has slowed following weaker-than-expected demand and a sharp fall in cross-border travel during 2025. Brand USA’s latest strategy combines targeted digital marketing with expanded trade engagement, reflecting a broader effort to restore confidence among Canadian travellers and strengthen relationships with the travel industry.

Brand USA prepares a fresh consumer campaign for Canada

Brand USA revealed its renewed Canada strategy during its summer board of directors meeting, confirming that a dedicated marketing campaign will launch later this autumn.

According to the organisation, the campaign has been developed after extensive consumer research conducted across Canada. The research included both quantitative studies and focus group discussions designed to understand changing traveller sentiment, travel motivations and the factors influencing decisions about visiting the United States.

Rather than launching a broad nationwide campaign, Brand USA plans to focus on carefully selected audiences. The marketing activity will primarily target younger Canadian travellers and consumers whose digital behaviour indicates a strong likelihood of considering a holiday or business trip to the United States.

The approach reflects a growing trend in destination marketing, where organisations increasingly rely on consumer data and behavioural insights to maximise campaign effectiveness while improving return on marketing investment.

By focusing on audiences already displaying travel intent, Brand USA hopes to rebuild visitation more efficiently while responding to changing consumer preferences in one of its largest international source markets.

Research shapes the campaign strategy

Brand USA says consumer research has played a central role in shaping the campaign’s messaging, creative direction and audience targeting.

The organisation spent months analysing how Canadian travellers currently perceive travel to the United States following significant political and economic developments over the past two years.

The research examined traveller confidence, destination appeal, booking intentions and the types of experiences Canadians are seeking when planning future holidays.

Officials believe this evidence-based approach will allow the campaign to communicate more effectively with travellers who remain interested in visiting the US despite recent uncertainty.

Digital advertising is expected to form the core of the campaign, enabling highly targeted messaging across online platforms where potential travellers actively research holidays and travel experiences.

Brand USA expands Travel Week into Canada

Alongside the consumer campaign, Brand USA is also strengthening its trade engagement with the Canadian travel industry.

The organisation announced that its successful Travel Week programme will expand into Canada for the first time.

Brand USA Travel Week Canada will take place between 26 and 29 October across Toronto and Montreal, bringing together US destinations, tourism organisations, travel suppliers, media representatives and Canadian travel professionals.

The expanded event builds upon Brand USA’s existing Canada Connect programme but significantly increases opportunities for business development, networking and destination promotion.

Travel Week is expected to facilitate new partnerships between Canadian travel sellers and US tourism organisations while providing updates on new tourism products, attractions, accommodation, airline connectivity and visitor experiences across the United States.

The move highlights the importance Brand USA continues to place on trade relationships alongside direct consumer marketing.

Canada remains one of the United States’ most important visitor markets

Canada has historically been the largest source of international visitors to the United States, generating billions of dollars in visitor spending each year and supporting thousands of tourism-related jobs across the country.

Canadian travellers frequently visit the US for holidays, shopping, sporting events, entertainment, family visits and business travel, making the market particularly valuable because of its high repeat visitation and geographical proximity.

Many destinations across the United States depend heavily on Canadian arrivals, particularly border states and popular winter destinations such as Florida, Arizona, Nevada and California.

Any prolonged decline in Canadian visitation therefore has significant economic implications for hotels, airlines, attractions, restaurants, retail businesses and local tourism economies.

Tourism recovery continues despite revised forecasts

The renewed campaign comes as Tourism Economics has revised its international visitor forecast for 2026.

While international arrivals are still expected to grow overall, projections have been lowered compared with earlier estimates published in March.

Canada experienced one of the largest downward revisions among international markets, with approximately 300,000 fewer Canadian visitors now expected than originally forecast.

Despite this adjustment, Canadian travel to the United States is still forecast to increase by around four per cent compared with 2025.

Current projections estimate approximately 16.7 million Canadian visitors will travel to the United States during 2026, representing continued recovery even if growth is slower than previously anticipated.

Industry analysts note that international tourism recovery remains uneven across different source markets as economic conditions, exchange rates, consumer confidence and geopolitical developments continue influencing travel demand.

2025 decline highlighted challenges for US tourism

The latest marketing initiative follows one of the most challenging periods for cross-border tourism between Canada and the United States in recent years.

Canadian visitation declined by more than 20 per cent during 2025 after trade tensions and political rhetoric significantly affected consumer sentiment.

Many Canadians reconsidered travel plans as diplomatic disagreements and broader political developments influenced perceptions about visiting the United States.

The decline affected airlines, border destinations, hotels, attractions and tourism businesses that traditionally rely on steady Canadian visitor volumes throughout the year.

Although many travel segments have begun recovering during 2026, rebuilding traveller confidence remains an important objective for US tourism organisations.

Brand USA’s renewed marketing strategy signals confidence that conditions have improved sufficiently to resume direct consumer engagement.

Data-driven marketing reflects changing tourism strategies

The organisation’s emphasis on research-led marketing also reflects wider changes occurring across global destination promotion.

National tourism boards are increasingly using consumer analytics, behavioural targeting and digital engagement instead of relying solely on traditional advertising campaigns.

Personalised marketing enables destinations to deliver relevant content to travellers already demonstrating interest in international travel, improving campaign performance while reducing unnecessary advertising expenditure.

Younger travellers also represent an increasingly influential market segment, with many relying heavily on digital platforms, social media and online travel content when making holiday decisions.

Brand USA’s latest campaign aligns with these evolving marketing practices by combining audience intelligence with targeted digital communications.

Strong partnerships remain central to recovery

Industry observers believe successful tourism recovery will depend not only on consumer advertising but also on maintaining strong partnerships throughout the travel distribution network.

Canadian travel advisers, tour operators, airlines and destination management organisations continue playing an essential role in influencing travel decisions and packaging holidays to the United States.

The introduction of Brand USA Travel Week Canada demonstrates recognition that rebuilding demand requires collaboration across the entire tourism ecosystem.

By strengthening both consumer awareness and trade relationships simultaneously, Brand USA hopes to accelerate recovery while supporting long-term growth in one of its most strategically important international markets.

Outlook for North American tourism

As international travel continues normalising, Canada remains central to the United States’ inbound tourism strategy.

Although recent visitor forecasts have become more cautious, projected growth during 2026 suggests demand continues moving in a positive direction. The combination of targeted digital marketing, expanded industry engagement and consumer research provides Brand USA with a comprehensive approach to rebuilding cross-border tourism.

For travellers, airlines, destinations and tourism businesses on both sides of the border, the renewed campaign represents more than a marketing initiative. It signals a broader commitment to restoring one of the world’s busiest international travel corridors and encouraging Canadians to once again view the United States as a preferred destination for leisure, business and cultural travel.

Canadian travellers remain vital to the US tourism economy

Canada has consistently ranked as the United States’ largest international source market, contributing billions in visitor spending every year.

Canadian travellers support airlines, hotels, restaurants, retail businesses, attractions, cruise operators and thousands of tourism-related jobs across numerous states. Border destinations, in particular, depend heavily on repeat Canadian visitors travelling for shopping, leisure, sporting events, family visits and seasonal holidays.

Although Tourism Economics has revised down its forecast for Canadian arrivals in 2026 compared with earlier expectations, visitor numbers are still projected to rise to approximately 16.7 million, representing year-on-year growth despite ongoing economic uncertainty.

State-led marketing reflects a new era of destination promotion

The renewed campaigns demonstrate how destination marketing has evolved beyond traditional advertising. States are increasingly relying on data-driven digital campaigns, targeted audience segmentation and closer collaboration with airlines, tour operators and travel advisers to maximise marketing effectiveness.

By tailoring campaigns to the interests of Canadian travellers, individual states hope to rebuild long-standing tourism relationships while strengthening economic recovery across local communities.

As Brand USA launches its national campaign and states continue investing in customised promotions, the United States is sending a clear message that it is actively working to welcome Canadian visitors back. For destinations across the country, restoring this crucial travel corridor is expected to remain one of the defining priorities shaping North American tourism throughout 2026 and beyond.

The primary cause behind these campaigns is the sharp decline in Canadian travel to the United States during 2025, which significantly affected tourism businesses and local economies. The answer is a coordinated recovery strategy combining Brand USA’s national marketing initiative with aggressive state-led promotions, trade engagement and targeted digital advertising across Canada. The reason is simple: Canada remains the United States’ largest international visitor market, generating billions in tourism spending every year. By rebuilding confidence, strengthening travel industry partnerships and promoting holidays, daycations and weekend vacations, US destinations hope to restore visitor numbers and accelerate long-term tourism recovery.

California’s renewed tourism push, together with coordinated campaigns from Michigan, Wisconsin and several other US states, demonstrates how seriously the United States is approaching the recovery of its Canadian visitor market. Rather than relying solely on traditional advertising, tourism authorities are investing in sophisticated digital marketing, consumer research and stronger collaboration with airlines, travel advisers, tour operators and destination partners.

Brand USA’s decision to stage Travel Week in Toronto and Montreal further strengthens this strategy by creating direct opportunities for Canadian travel professionals and US destinations to build new partnerships and promote fresh travel experiences. The event also reinforces confidence in cross-border tourism while highlighting the wide variety of holidays available throughout the United States.

For destinations bordering Canada, rebuilding visitor numbers is particularly important because Canadian travellers contribute significantly to accommodation providers, restaurants, retailers, attractions and transport operators. States such as California, Michigan, Wisconsin, New York, Florida, Maine, Minnesota, New Hampshire and North Dakota all recognise that restoring Canadian demand will support employment, local businesses and wider economic growth.

As international travel continues to recover, competition for visitors is becoming increasingly intense. States are therefore focusing on personalised marketing, immersive travel experiences and seamless accessibility to encourage Canadians to return for longer holidays, spontaneous daycations and short weekend escapes.

The combined efforts of individual states and Brand USA illustrate a long-term commitment to revitalising one of North America’s busiest travel corridors. If these campaigns successfully reconnect with Canadian travellers, they could help restore billions in visitor spending, strengthen tourism resilience and position the United States for sustained international tourism growth over the coming years.

Sources

• Brand USA – Official destination marketing organisation for the United States, including information on Brand USA Travel Week and international marketing initiatives.
  Brand USA Official Website
• Brand USA Travel Week – Official information about Brand USA’s global trade event series.
  Brand USA Travel Week
• Tourism Economics – International tourism forecasts and market outlooks referenced in the report.
  Tourism Economics
• Visit California – Official California tourism organisation and Canadian visitor campaign updates.
  Visit California
• VISIT FLORIDA – Official Florida tourism marketing organisation.
  VISIT FLORIDA
• Pure Michigan – Official Michigan tourism website.
  Pure Michigan
• Travel Wisconsin – Official Wisconsin tourism website.
  Travel Wisconsin
• Visit Maine – Official Maine Office of Tourism.
  Visit Maine
• Explore Minnesota – Official Minnesota tourism website.
  Explore Minnesota
• Visit New Hampshire – Official New Hampshire tourism website.
  Visit New Hampshire
• North Dakota Tourism – Official North Dakota tourism website.
  North Dakota Tourism
• I Love NY – Official New York State tourism website.
  I Love NY