'Dear Canada, we miss you': What these U.S. cities and states are doing to woo Canadians back
Recent data from both sides of the border show that Canadians are travelling to the U.S. in much smaller numbers, thanks to an ongoing trade war, U.S. President Donald Trump’s talk of annexation, more intrusive border crossing requirements and a weak Canadian dollar.
But U.S. tourist destinations are fighting back with a variety of schemes to lure Canadians back across the border, either by tugging at their heartstrings or their pursestrings. Here are a few of them.
‘California loves Canada’ ad campaign
California rolled out an entire “California Loves Canada” campaign, with television ads and a logo featuring a maple leaf in the centre of a heart, superimposed over the state shape.
One 30-second ad rattles off Canada’s many contributions to Californian culture, including the Walt Disney Concert Hall (designed by Toronto-born Frank Gehry), wine-making — Signorello Estates in the Napa Valley is owned by Canadian-raised dual citizen Ray Signorello Jr. — and the historic Hotel del Coronado, which was designed by New Brunswickers Merritt and James W. Reid .
The ad also notes that Imax is a Canadian company, and that even the California roll was dreamed up by Vancouver sushi chef Hidekazu Tojo.
Maine revamps border crossing signs
This summer, Maine governor Janet Mills announced new signage welcoming Canadians from New Brunswick, Quebec and beyond. The signs feature crossed Canadian and American flags and the message: “Bienvenue, Canadiens!”
“I’m hoping that we can put out the welcome mat,” she said. “I can’t change the presidency. I can’t change the tariffs. Lord knows I would if I could change the rhetoric and the tariffs, but … we’re putting out bilingual welcome signs at all 13 border crossings between Maine and Canada.”
She added that she was planning to make her own road trip to Canada, “to make sure that my message is clear.”
Une amie avait ça sur son FB…
— Caroline Lessard (@CarolineLessar8) September 30, 2025
C’est elle qui l’a pris.
BIENVENUE, CANADIENS !
Le Maine accueil nos amis…. pic.twitter.com/2PhRWJc3NR
New York state rolls out savings and TV spots
The North Country Chamber of Commerce covers northern portions of the state but also says it serves “the Akwesasne Territory and parts of southern Quebec.” This year it created a “cross-border specials” campaign that included a “Canadian residents rate” at the Bluebird Lake Placid hotel, although both these summer deals have since ended.
The campaign also featured a TV spot (in English) aimed at Quebecers, released at the start of the summer travel season, and promising “a getaway that still feels like home.” The ad ends with a woman with a French-Canadian accent saying: “I was going to the U.S., but now I’m going to Plattsburgh and the Adirondack coast.”
Buffalo Bisons accept Canadian cash at par
The Buffalo Bisons (also known as the Herd) are a Minor League Baseball team and the Triple-A affiliate of the Toronto Blue Jays, so there’s a certain logic in their “at par” pricing discount for Canadians.
“In appreciation for the great baseball fans of Southern Ontario … the Bisons continue their efforts to provide the absolute best value to their great fans coming from Canada,” the team said on its website .
Canadians with proof of residency get a 30 per cent discount, roughly equivalent to the exchange rate on the U.S. dollar.
Rochester writes: ‘Dear Canada, we’ve missed you’
Describing itself as “just down the QEW and across the border,” the New York city launched a “Dear Canada” ad campaign this year.
“We’ve missed you,” the ad states, “Your curiosity, your laughter, your love of a good IPA.” It signs off: “With love, Rochester.”
Kalispell creates welcome pass for Canadians
When locals in this city of 25,000 noticed fewer Canadians arriving from B.C. and Alberta this year, they built an app called the Kalispell Canadian Welcome Pass . It can be loaded on a phone and offers discounts to travellers from Canada, including 10 per cent off at the Kalispell Grand Hotel, and two-for-one tickets to the local Glacier Museum of Art.
“We miss you, Canada,” the city says on its website, adding: “For the last several months, our countries have been going through some things. But there’s one thing we know and it’s this – we miss you.”
Burlington (temporarily) renames one of its streets for Canada
The city, roughly 65 kilometres from the Canadian border, says a significant portion of summer business, over 15 per cent, is from Canadian tourists.
When those numbers started dropping this year, a group of city councillors proposed (temporarily) renaming one of Burlington’s central avenues from Church Street to Canada Street, or Rue Canada.
Councillor Becca Brown McKnight donned a maple leaf shirt and handed out mini Canadian flags to the other councillors. The motion was passed unanimously.
A little more than an hour’s drive to the north (and just south of the border with Quebec), Jay Peak ski resort offers an “at par” policy for Canadian travellers, with Canadian money accepted at the same rate as American dollars.
Our website is the place for the latest breaking news, exclusive scoops, longreads and provocative commentary. Please bookmark nationalpost.com and sign up for our daily newsletter, Posted, here.