In Quebec’s scenic Eastern Townships, a newly launched summer tourism campaign delivers a heartfelt message to Americans: you’re welcome — and you might even get a hug.

A lighthearted promotional video, released on May 26, shows an English-speaking tourist shyly admitting he’s American, only to be warmly embraced by a French-speaking hotel receptionist. The CA$150,000 (US$109,000) campaign aims to reassure U.S. travelers they’re not only accepted, but genuinely invited.

“We want Americans to know they’re truly welcome this summer,” said Isabelle Charlebois, general director of Tourism Eastern Townships.

But some travelers are wondering whether now is the right time to cross the border. With U.S.-Canada political tensions rising over trade, defense, and sovereignty, concerns have spilled into tourism.

“When our administration talks about making Canada the 51st state, I wouldn’t be surprised if Canadian border patrol gets a little suspicious,” said Brian Kirchhoff of Vermont, who still plans to attend the Canadian Grand Prix in Montreal. “I just don’t know what attitudes we’ll face.”

Some travelers have even canceled plans. Melissa Curtin McDavitt, a travel advisor in California, said clients called off a trip to Quebec City, citing concerns about political tensions. “I was shocked,” she said. “Like — are you sure?”

Online forums have seen similar worries, with Americans directly asking Canadians: are we still welcome?

Andrew Siegwart, head of Ontario’s Tourism Industry Association, said the concerns are real — and growing.

“Our hotels and resorts are hearing these questions. Americans want to know: is it seamless to cross the border? Will we be welcome?”

A Warm Welcome With Real Economic Stakes

The stakes are high. U.S. travelers made up nearly 79% of international visits to Canada last summer, spending $6.6 billion in just one quarter. But travel from the U.S. has started to slip, with year-over-year declines in February and March.

Siegwart said about a third of Ontario tourism operators have reported lower bookings from Americans compared to summer 2024.

To counteract that, Canadian destinations are actively encouraging cross-border travel.

“We’re arms open to the world,” Siegwart said — a phrase intentionally flipping the “elbows up” slogan Canadians have used to protest Trump’s trade tariffs.

In British Columbia, bear-watching tour companies just launched a “Hey, Neighbor!” video campaign, where small business owners directly invite Americans to visit. Montreal is highlighting favorable exchange rates with its “stretch your dollar” campaign, featuring a live ticker tracking how far U.S. currency goes in Canada.

“We have deep historical and cultural ties with the U.S.,” said Tourisme Montreal’s Aurélie de Blois. “And Montrealers are known for being open and welcoming — that hasn’t changed.”

Tourism vs. Political Reality

Of course, warm ads don’t always reflect public opinion.

A YouGov poll last month found that nearly two-thirds of Canadians view the U.S. as “unfriendly” or even an “enemy.” Over 60% say they’re boycotting U.S. brands. At NHL and NBA games, some fans booed the U.S. national anthem.

But that doesn’t mean everyday Canadians are turning away American visitors.

“We’re not anti-American. We’re pro-Canadian,” said Jessica Langer Kapalka, co-owner of Toronto’s ultra-patriotic Grizzly Bar. “As long as Americans are respectful of our culture and sovereignty, they’re more than welcome.”

Even Canadian social media has leaned neighborly. After a Vancouver Island TikToker invited Americans to visit Nanaimo in a February video, around 500 people showed up in April for a group photo and a bite of the town’s namesake dessert.

“It filled my heart,” said creator Tod Maffin. “The kinship between Canadians and Americans is still there.”

One Reddit commenter echoed the consensus: “Lay off the 51st state jokes and you’re welcome with open arms.”

Blake Smith, a resident of Kitchener, Ontario, agreed. “We judge people as individuals here, not by party lines,” he said. His advice for visiting Americans?

“Leave your troubles at home. Don’t doom-scroll. Most Canadians just want to get along.”