‘California Love’ Campaign: Gavin Newsom Woos Canadian Tourists Mad At Trump

India-West News Desk

SACRAMENTO, CA — In a bold response to slumping Canadian tourism numbers, California Governor Gavin Newsom is launching an international charm offensive — and it’s aimed directly north.

On April 14, Newsom joined forces with Visit California to unveil a new tourism campaign designed to remind Canadians that California remains a welcoming, diverse, and sunny sanctuary — despite tensions stirred up by federal policies under former President Donald Trump.

“Sure, you-know-who is trying to stir things up back in D.C.,” Newsom says in a cheeky new ad promoting the campaign. “But don’t let that ruin your beach plans. California is the ultimate playground — over 2,000 miles from Washington and a world away in mindset.”

The campaign, dubbed California Love, is a direct counter to the fallout from Trump-era economic and immigration policies that state officials say have had a chilling effect on international tourism, especially from Canada — one of California’s most vital travel markets.

According to the governor’s office, Canadian tourism to California dropped 12% in February compared to the previous year — the first significant decline since the COVID-19 pandemic disrupted global travel. In 2024, 1.8 million Canadians visited California, injecting $3.72 billion into the state’s economy.

“President Trump’s economic and immigration policies are hurting nearly every economic sector, including the tourism industry,” Newsom’s office said in a statement. “This isn’t just about beach vacations — this is about jobs, hospitality, and cultural exchange.”

Visit California, the state’s nonprofit tourism arm, is spearheading the campaign with funding from private hospitality businesses. No tax dollars will be used, it noted.

“California is committed to rolling out the red carpet for our Canadian visitors, whenever you’re ready to visit,” said Caroline Beteta, President and CEO of Visit California. “California and Canada share so much in common. Our inclusive values, love of natural beauty and passion for innovation bind us.”

From the vineyards of Napa to the cliffs of Big Sur, the California Love campaign will showcase the Golden State’s iconic destinations, multicultural cities, and progressive values — a not-so-subtle contrast to the message coming from Washington during the Trump presidency.

“Our message to Canada,” Newsom said, “is simple: We see you. We appreciate you. And we’ve got a beach chair waiting for you.”