by Natasha Lair
Last updated: 8:25 AM ET, Mon November 3, 2025
Visit California is bringing one of its largest-ever delegations north of the border this week as part of a “CEO Mission” designed to re-engage the Canadian market and rebuild travel demand.
From November 4–6, Visit California president and CEO Caroline Beteta will lead a delegation of 17 tourism CEOs representing destinations and businesses across the state.
The group will visit Toronto, Calgary and Vancouver for a series of trade and media meetings, airline discussions, and consumer events aimed at reaffirming California’s long-standing relationship with Canada—its second-largest international market.
In an interview with TravelPulse Canada, SVP of Communications and Strategy at Visit California, Ryan Becker, shared, “This is the largest CEO delegation that we’ve had, really representing the importance of the Canada market to California’s tourism industry."
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“We’re just trying to build on the strong relationship between Canada and California—maybe spark some new relationships—and really emphasize that California is ready to welcome Canadians when the time is right.”
Canada’s Recovery Lagging Behind
The renewed focus comes as visitor spending from Canada remains below pre-pandemic levels. While domestic travel continues to drive growth within California—accounting for 94% of total visitation and 83.5% of all travel spending last year—Canadian visitation has seen the steepest decline among the state’s top international markets.
Becker acknowledged that the numbers tell a difficult story.
“For the U.S. as a whole, spend from Canada is down almost 18% year to date. In California, visitor spending is down 19%—dropping from $3.7 billion in 2024 to $3 billion in 2025,” he said.
“Losing close to a billion dollars is a significant gut punch to the tourism industry here.”
The effects are being felt widely, “It’s the hotels, the transportation companies, the attractions—and even our wine regions. When Canadians aren’t coming to California in the same numbers, it’s also reflected in reduced product demand on shelves.”
Toronto Raptors superfan Nav Bhatia (Photo Credit: Visit California)
California Loves Canada
To encourage Canadians to return, Visit California launched its “California Loves Canada” campaign earlier this year, including a partnership with Expedia offering up to 25% off hotels, activities, and attractions across the state.
“Partners here in California—hotel and attractions partners—offered up to 25% discounts to Canadian travellers exclusively,” Becker said. “This isn’t just platitudes to say we want Canadians to come back. Businesses are really putting their money where their mouth is.”
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So far, the program has generated 26,000 room nights booked by Canadians. While modest in the big picture, Becker said it signals that “there is still that desire and demand for visitation to California from Canada, despite the larger concerns.”
Engaging Canadians Through Sport
As part of the CEO Mission, Visit California will host a California Superfan Draw at Toronto’s Union Station on November 4th, in partnership with Toronto Raptors Superfan Nav Bhatia. The sports-themed pop-up will offer Canadians the chance to win tickets to major 2026 events in California, including the FIFA World Cup, Super Bowl LX, NBA All-Star Game, U.S. Open Golf at Pebble Beach, and the Toyota Save Mart 350 NASCAR race.
“Sports and travel are both incredible acts of diplomacy,” Becker said. “At their heart, they’re about human connection and cultural exchange. That’s what this whole mission is about—making sure those person-to-person connections remain strong.”
Visit California also launched a tongue-in-cheek digital out-of-home campaign during the World Series, greeting Toronto Blue Jays fans at Los Angeles’ Dodger Stadium with the message: “Canada, We’re Glad You Came to Play.”
Long-Term Commitment
While short-term recovery may take time, Becker emphasized that Visit California remains deeply committed to the Canadian market.
“Visit California has been working in Canada since 1998, which really speaks to the longevity of the relationship,” he said. “This isn’t a quick fix. It’s the long game—and we’re backing that up with a $3 million marketing investment this fiscal year.”
The delegation’s message, Becker added, is "California wouldn’t be California without Canada."
More information here.
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