US States Launch Marketing Push Amid Canadian Tourism Slump

US states are launching marketing campaigns to counter the decline in Canadian visitor arrivals. The drop is attributed to 'America First' policies, trade disputes, and geopolitical friction.

Tourism boards across multiple US states, including Iowa, Wisconsin, California, Florida, and New York, are intensifying promotional efforts to rebuild cross-border traveler confidence.

Iowa's state tourism strategy has taken a structural departure from traditional landmark-based promotion with its 'Give It Time' campaign. The campaign invites travelers to slow down, explore rural communities, and participate in authentic regional experiences.

Visit California launched its 'California Loves Canada' initiative to preserve the market of over 1.8 million Canadian visitors who contributed approximately $3.7 billion to the state economy in 2024.