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.