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By Martha McHardy
US News Reporter
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California is seeing a sharp drop in Canadian visitors, dealing a blow to one of its key international tourism markets even as Governor Gavin Newsom makes a direct appeal to travelers from the north.
Why It Matters
Since President Donald Trump began his second term, the friendly rapport between Canada and the United States has soured, with the White House levying a 25 percent tariff on Canadian goods and repeatedly referring to the country as America's "51st state," and threatening to use "economic force" to annex the country of 40 million people.
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In recent months, Canadian crowds have booed the American national anthem at hockey and baseball games. Retailers have also pulled American products from their shelves as part of a growing push by officials to encourage consumers to "buy Canadian."
But amid tension between the two countries, Newsom, who is rumored to be considering a 2028 presidential bid, is attempting to position California as a haven for Canadian businesses, workers and tourists. However, his efforts appear to have been in vain.
What To Know
Tourist arrivals from Canada to California declined in both February and March, according to newly released data, raising concerns about a potential slowdown in international travel from the state's largest overseas market.
A report published last week by Visit California, the state's tourism board, reveals that air arrivals from Canada decreased 15.5 percent in March compared to the same month the previous year, dropping to 81,225 passengers. Despite the decline, Canada remains California's top international source of visitors.
The downward trend began earlier in the year, with February arrivals down 12 percent year-over-year—the steepest decline since the COVID-19 pandemic started. Overall, 1.8 million Canadians visited California in 2024, spending an estimated $3.72 billion.
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In San Francisco, tourism officials had hoped for a stronger 2025, citing an improved convention calendar. However, data from San Francisco International Airport show that arrivals from Canada in February were virtually unchanged from the previous year. The airport figures, however, do not differentiate between tourists and returning Bay Area residents, leaving some uncertainty about the actual state of inbound leisure travel.
Visit California highlighted concerns over cross-border travel, ongoing political tensions, including tariffs imposed by the Trump administration, and the strong U.S. dollar's relative strength against foreign currencies as key barriers to international tourism.
It comes at a time of escalating diplomatic tension between the U.S. and Canada, with the two countries locked in a trade war over retaliatory tariffs.
The deteriorating relationship has sparked alarm among Canadian citizens and businesses, resulting in a noticeable decline in cross-border travel.
Adding to the concern are recent travel advisories and warnings from Canadian immigration lawyers, who have advised citizens to bring burner phones when visiting the U.S. amid reports of Canadian travelers having their devices searched at the border.
Meanwhile, temporary visa holders and visitors from Canada are reportedly being detained by U.S. border officials as they enter the country, amid heightened immigration enforcement under the Trump administration.
But Newsom is trying to ease fears about a breakdown in the relationship between two long-standing allies.
Earlier this month, Newsom unveiled a tourism campaign, led in partnership with Visit California, urging Canadians to visit his state while distancing it from the Trump administration.
"The Golden State and Canada have always had so much in common," Newsom said in a video posted on X, formerly Twitter. "Sure, you-know-who is trying to stir things up back in D.C., but don't let that ruin your beach plans.
Palm Springs also placed pro-Canada signs around the city to attract tourists earlier this month.
Meanwhile, concerns over Trump's border policies and his tariff program have also affected tourism to the Golden State from Mexico.
According to Visit California, arrivals from Mexico in March were down 24.2 percent to 36,279 compared to the previous year. Deplanements from Latin America were down 3.7 percent compared to last year.
What People Are Saying
Visit California President and CEO Caroline Beteta said: "California is committed to rolling out the red carpet for our Canadian visitors, whenever you're ready to visit. California and Canada share so much in common. Our inclusive values, love of natural beauty and passion for innovation bind us, and we look forward to welcoming you back with the same community spirit you've always shown us."
California Governor Gavin Newsom said in a press release: "Canada, come experience our California Love."
What Happens Next
Visit California now predicts a $6 billion drop in tourism revenue this year, primarily due to a decline in international travel. Overall, international tourists make up 6 percent of California visitors, but 17 percent of spending.
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