Gov. Gavin Newsom, who announced a travel event on Monday urging Canadians to “experience our California love” after seeing a visit from neighbors in the northern United States, said they have been alienated by President Trump’s policies.
In the video posted on social media, Newsom focuses on the charm of the Golden State while alienating it from the Trump administration.
“Of course, you know who is trying to stir it up in DC, but don't let your beach plan ruin your beach plan,” Newsom said.
He added: “California is the ultimate playground – over 2,000 miles from Washington, there’s something here from our iconic beaches and national parks to the world of world-class wine, food and outdoor adventures.”
The governor's office said Canadian tourism in California fell 12% in February compared to the same month in 2024, the first decline since the pandemic. Many Canadians believe concerns about Trump’s policies are the reason for their travel.
Trump mocked Canada, calling it the “51st state” of the United States and threatened to use “economic power” to annex the country with 40 million people. Trump also started imposing a 25% tariff on Canadian goods this month, creating further dissatisfaction.
Canadian consulting firms also warned citizens that they should also “review” at the U.S. border.
Many Canadians have become dissatisfied with Trump’s economic and immigration policies.
Canadian fans have been booing the “Stars and Stripes” before hockey and baseball games. Retailers have been taking U.S. goods from store shelves as officials push residents to “buy Canada.”
Newsom tried to ease their fears while stressing that California would continue to welcome them with open arms.
“In California, we have a lot of sunshine and love our neighbors in the north,” Newsom said in the video.
The governor's office said that in 2024, about 1.8 million Canadians visited the Golden State, spending about $3.72 billion.
Visit California, a nonprofit dedicated to promoting tourism, predicted that the state's tourism revenue overall fell by $6 billion this year, largely due to the decline in international tourists, including Canadians.
One of the popular places is Coachella Valley, where snowbirds flock to the local economy every winter.
The city of Palm Springs recently hung a banner, announcing the “Palm Springs ♥ Canada” to welcome and encourage visitors. Palm Springs Mayor Ron Deharte told The Times this month that Canada is the city’s top international travel source.
“California and Canada have a lot in common,” California visiting CEO Caroline Beteta said in a statement. “Our inclusive values, love for natural beauty and passion for innovation have bound us, and we look forward to welcoming you with the same community spirit you have always shown us.”
Newsom has also been working to strengthen economic and political ties between California and Canada.
According to his office, he met with British Columbia Prime Minister David Eby on Monday to discuss collaboration opportunities for the timber industry, the National Transport Corridor and affordable housing projects.
Times staff member Hailey Branson-Potts contributed to the report.
