In the picturesque Eastern Townships of southern Quebec, where rolling hills and vineyards paint a serene landscape, a heartfelt message is being sent to American travelers: you are more than welcome here. On May 26, the region’s tourist board released a promotional video that has captured the attention of many. The video features an English-speaking tourist who hesitantly admits to being American, only to receive a warm hug from a French-speaking hotel receptionist. This simple yet powerful gesture is part of a CA$150,000 (US$109,000) ad campaign timed perfectly for the start of the summer travel season, aimed at reassuring US vacationers that they are not only expected but truly embraced.

Isabelle Charlebois, the general director of Tourism Eastern Townships, emphasized the campaign’s purpose: to reassure American visitors that "they are not only expected this summer, but truly welcome." This reassurance comes at a time when some Americans are questioning whether it is the right time to visit Canada, amid rising tensions and a trade war that have cast a shadow over cross-border relations.

Brian Kirchhoff of Middlebury, Vermont, captures the sentiment of many potential travelers. "When our administration starts talking about making Canada the 51st state, I could understand if Canadian border patrol might be giving extra scrutiny to Americans," he said. Despite planning to visit Montreal for the Canadian Grand Prix next month, Kirchhoff worries that escalating rhetoric from the White House will have repercussions for Americans traveling abroad. "I just don’t know what attitudes are going to be as the situation continues to unfold," he added.

Melissa Curtin McDavitt, a travel adviser with Fora Travel in Los Angeles, California, was taken aback when clients cited concerns about politics and canceled a planned girls' getaway to Quebec City. "I was shocked," she said. "Like, ‘are you sure?’" Her clients' decision highlights a growing trend of American travelers seeking reassurance before planning trips to Canada.

Other US travelers have turned to social media forums to seek direct feedback from Canadians. "We don’t want to stir up trouble," wrote one American on Reddit. "Is it appropriate for us to visit?" Such concerns are not falling on deaf ears. Andrew Siegwart, president and CEO of the Tourism Industry Association of Ontario (TIAO), said that Canadians working at hotels, resorts, and other travel destinations are hearing similar questions from Americans. "Our members and operators across the province are fielding these types of questions," Siegwart said. "Is it going to be seamless to cross the border? Are we really going to be welcome?"

These hesitations could have significant economic implications for Canada, where Americans made up nearly 79% of international visits in the third quarter of last year. US travelers spent $6.6 billion in the same period, according to Canada’s national statistics office. "The US market is a really strong part of the economy," Siegwart noted, expressing concern over the recent slowdown in cross-border travel. US resident trips to Canada declined in both February and March, marking the first year-over-year monthly decreases since 2021. About a third of TIAO members have reported lower summer-season bookings from American travelers when compared with the same period in 2024. "We’re concerned about the impacts of the trade dispute on travel plans by our US neighbors," Siegwart said.

To counter these concerns, tourism boards and businesses across Canada are rolling out the welcome mat. "We really are ‘arms open’ to the world and our US visitors," Siegwart said, using a tagline that plays on the "elbows up" slogan that has become a rallying cry for Canadian resistance to US tariffs. "I’ve heard of a number of destinations in Ontario planning to really roll out the welcome mat."

In western Canada, a group of tour operators specializing in grizzly bear viewing is launching a "Hey, Neighbor!" campaign this month. The campaign features small business owners speaking directly to Americans. "We’ve been hearing your questions up here in British Columbia. You’re wondering if you’re still welcome," the video begins. "Come on up. You’re always welcome."

Other destinations are also beckoning US travelers with reminders that their budgets go further north of the border. On April 28, Tourisme Montreal launched a "stretch your dollar" campaign, featuring a real-time ticker tracking the favorable exchange rate between US and Canadian currencies. "In Montreal, we’re privileged to have ties with the United States that are historical, cultural, and geographical. This is just a way to encourage that to continue," said Tourisme Montreal spokesperson Aurélie de Blois. "Montrealers are known for being warm, welcoming, and open-spirited, which is not going to change."

Despite the efforts of tourism representatives, some might argue that these campaigns do not always reflect popular sentiment. Events on the national level have indeed sparked widespread anger in Canada. According to a YouGov poll last month, nearly two-thirds of Canadians now see the United States as an "unfriendly" or "enemy" country, and 61% are boycotting American companies. Canadian fans at NHL and NBA games have even taken to booing the US national anthem. However, this surge in Canadian pride is not necessarily hostile to Americans themselves.

Jessica Langer Kapalka, who co-owns Toronto’s Canada-themed Grizzly Bar, emphasized this distinction. "We welcome Americans as long as they are respectful of our sovereignty and our culture. We aren’t anti-American; we’re pro-Canadian," she said. At Grizzly Bar, visitors of all nationalities can enjoy Molson lager and elk-topped poutine in a space adorned with portraits of Canadian greats from Celine Dion to David Suzuki.

Many everyday Canadians say they have no intention of taking out political frustrations on visitors—and some are going the extra mile to be neighborly. In February, Canadian TikToker Tod Maffin posted an open invitation for Americans supportive of Canada to visit his hometown of Nanaimo on Vancouver Island. On April 26, some 500 people took him up on it, gathering for group photos with the mayor in Maffeo Sutton Park and enjoying the town’s namesake dessert: Nanaimo bars. "It filled my heart," Maffin said. "When it comes to rank-and-file Americans, nothing has changed with the relationship and love and kinship that Canadians feel with the people across the border."

Responses to Americans’ anxious social media queries have also been largely friendly. One poster suggested that Americans come but be sensitive: "Lay off the 51st state ‘jokes’ and you are welcome with open arms. Have fun, enjoy this beautiful country." In response to an American who asked on Reddit if it’s "appropriate" to visit, Blake Smith of Kitchener, Ontario, replied that even Canadians frustrated with US politics don’t have a problem with Americans as people.

Smith’s perspective is echoed by many Canadians. "I think your average person in Canada likes to judge individuals by themselves, on their own merit … not as a deep red MAGA Republican or a blue Democrat," he said. He hopes Americans who decide to vacation in Canada can treat it as a break from current events. In Canada, it’s still considered a bit impolite to talk too much about politics. "Leave your troubles at home. Turn off the part of your brain that’s doom scrolling," Smith advised. "Most people here just want to get along."

As Canada navigates the complexities of maintaining warm relations with its southern neighbor, the tourism industry stands as a beacon of hope. From the vineyard-dotted landscapes of Quebec to the bustling streets of Montreal and the majestic wilderness of British Columbia, Canada is sending a clear message: its doors are open, and its people are ready to welcome Americans with open arms. In a time of uncertainty and tension, this message of hospitality and friendship is more important than ever.