With cross-border travel plummeting since the start of the U.S.-Canada trade war, Canadian tourism groups are trying to lure back American tourists with friendly ad campaigns that assure them they’re still welcome despite tensions between the two countries.

Toronto

Canadian tourism groups have seen a notable drop in American visitors, with cross-border travel falling by nearly 11% in April and over 8% in May for car travel compared to the previous year. The decline is attributed to the U.S.-Canada trade tensions that began after the change in U.S. administration, which led to concerns among Americans about their reception in Canada.

In response, tourism organizations across Canada, including in Quebec and British Columbia, have launched friendly advertising campaigns in the United States. These campaigns aim to reassure Americans that they are welcome and encourage them to visit. Some businesses, particularly those reliant on American customers, have reported significant decreases in bookings but are hopeful that the positive messaging will help restore cross-border tourism.

Canadian tourism groups use friendly ads to woo back Americans

Last December, American Dan Davis and friends planned a motorcycle trip to Ontario this summer. We're thinking in terms of 25% on Mexico and Canada. But then in January, U.S. President Donald Trump took office, began a trade war and threatened to annex Canada. Canadians got angry, even booed the U.S. national anthem at hockey games. So Davis had reservations about the trip. What were you worried Canadians might do? All it takes is one person to say, you know what, I'm going to show these guys a lesson. Whether it's, you know, vandalizing a bike or throwing a beer can at you or whatever. The number of trips Americans made to Canada has dropped, almost 11% in April and more than 8% in May for car travel compared to the same time last year. I'm American. To encourage Americans to visit, some Canadian tourism groups have launched friendly ad campaigns in the U.S., including this one by Quebec's eastern townships. What kind of concerns were you hearing from Americans about coming? They are asking if they will be welcome if they come in Quebec. So this is why we wanted to send them a message to confirm that they are surely welcome. Not to be scared to visit us. You're always welcome. In B.C., more than a dozen businesses that specialize in bear viewing tours are sending Americans the same message. Marge Lehane says at her business, American bookings are down by more than 25%. We're small operations. Every booking counts for us. We certainly don't want Americans to feel like they can't come up and share this beautiful wilderness with us. Open arms, warm hospitality. The campaigns may be working. Last week, Davis saw this Ontario-funded billboard in Cleveland encouraging Americans to visit the province. He took it as a sign. We're going forward with our trip. We all just need to come together as human beings on both sides of the border. Travel is one way to make that happen. Sophia Harris, CBC News, Toronto.

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