Recent statistics indicate a decline in Canadian travelers visiting the United States. Factors contributing to this trend include an ongoing trade war, heightened border crossing requirements, and a weak Canadian dollar. In response, various U.S. tourist destinations are launching initiatives to entice Canadians back across the border. These efforts range from emotional appeals to financial incentives.

California has introduced a campaign titled "California Loves Canada." This initiative features television advertisements and a logo that combines a maple leaf with a heart, symbolizing the state's affection for its northern neighbor. One advertisement highlights Canada's influence on Californian culture, mentioning notable contributions such as the Walt Disney Concert Hall, designed by Canadian architect Frank Gehry, and the Hotel del Coronado, created by New Brunswick architects Merritt and James W. Reid. The ad also acknowledges that Imax is a Canadian company and credits Vancouver sushi chef Hidekazu Tojo with inventing the California roll.

In Maine, Governor Janet Mills has announced new signage at border crossings to welcome Canadians from New Brunswick and Quebec. The signs display crossed Canadian and American flags along with the message, "Bienvenue, Canadiens!" Mills expressed her desire to create a welcoming atmosphere, stating, "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."

New York State has also taken steps to attract Canadian visitors. The North Country Chamber of Commerce launched a "cross-border specials" campaign, which included a discounted rate for Canadian residents at the Bluebird Lake Placid hotel. Although these summer deals have ended, the campaign featured a television advertisement aimed at Quebecers, promoting a getaway that feels familiar. The ad concludes with a woman speaking in a French-Canadian accent, saying, "I was going to the U.S., but now I’m going to Plattsburgh and the Adirondack coast."

The Buffalo Bisons, a Minor League Baseball team affiliated with the Toronto Blue Jays, have introduced an "at par" pricing policy for Canadian fans. The team offers a 30 percent discount to Canadians with proof of residency, aligning with the current exchange rate. The Bisons stated, "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."

Rochester, New York, has launched a "Dear Canada" advertising campaign, expressing its longing for Canadian visitors. The ad states, "We’ve missed you, your curiosity, your laughter, your love of a good IPA," and concludes with, "With love, Rochester."

In Kalispell, Montana, residents created the Kalispell Canadian Welcome Pass app to address the decline in Canadian visitors. The app offers discounts, such as 10 percent off at the Kalispell Grand Hotel and two-for-one tickets to the Glacier Museum of Art. Local reports indicate that border crossings from Canada to Montana fell by 26 percent between August 2024 and August 2025, with credit card spending by Canadians in Kalispell decreasing by 39 percent during the same period. The city’s website states, "We miss you, Canada," acknowledging the challenges faced by both countries.

Burlington, Vermont, has temporarily renamed one of its streets to Canada Street in response to a drop in Canadian tourism, which accounts for over 15 percent of its summer business. City councillors unanimously approved the name change, with Councillor Becca Brown McKnight promoting the initiative by wearing a maple leaf shirt and distributing mini Canadian flags. Additionally, Jay Peak ski resort, located just south of the Quebec border, has adopted an "at par" policy, accepting Canadian currency at the same rate as U.S. dollars.

These initiatives reflect a concerted effort by U.S. cities and states to rekindle their relationship with Canadian tourists amid challenging economic conditions.