Travel from Canada to California has dropped by 19% since trade tensions between the two countries began earlier this year. While recent Canadian tourism data suggests that Canada’s travel industry is thriving without relying on American visitors , the same can’t be said for California. According to Visit America, the Golden State remains notably dependent on Canadian tourists, a market it can’t afford to lose.

As Air Canada strategically expands its U.S. flight network , many Canadian snowbirds are rethinking their southbound plans amid rising travel costs and financial pressures. Aware of the slowdown, California's tourism industry is rolling out a two-pronged strategy to win Canadians back — softening its political image by distancing itself from federal controversies, while offe

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