Latest news with #TourismEasternTownships
Fast Company
17 hours ago
- Business
- Fast Company
This viral travel ad for Canada is trying to woo American tourists
To help American visitors feel more welcome in Canada at time when relations are strained, one local tourism office is playing Canada nice. In a 30-second spot, a tourist shown checking in at a hotel front desk tells the receptionist he doesn't speak French and sheepishly admits, 'I'm American.' For a split second, a close-up shot of the receptionist clicking a red button underneath the desk might make viewers wonder if she's calling security, given the state of U.S.-Canada relations. But no, she's simply opening the front desk countertop so she can go and give the man a friendly embrace. 'Come hug it out in Eastern Townships' is the ad's closing tagline. Tourism Eastern Townships is a tourism office for a region in Quebec that's an hour's drive from Montreal, and the region is especially reliant on U.S. visitors since it borders Maine, New Hampshire, and Vermont. President Donald Trump's tariffs on Canadian imports and calls for making Canada a state, though, haven't been good for business. Travel from the U.S. to Canada by automobile is down by 10.4%, according to data from Statistics Canada, the Canadian government's statistical office, meaning the supply of U.S. visitors to the region that it once could count on for reliable day or weekend trips is drying up. 'Americans were actually, literally calling our hotels and attractions asking, 'Am I still welcome? Are people going to be nice to us if we come? Are we going to be served in English?'' Tourism Eastern Townships director of visitor services Catherine Carignan-Lavasseur told the Canadian news network CTV News. Those calls from Americans 'sparked a red flag,' according to Carignan-Lavasseur, since U.S. tourists represent 6% of visitors to the region. The ad was meant to welcome them back. 'The ad is a warm, humorous 30-second ad, but it's also truly an invitation,' she said. Trump's antagonistic stance toward Canada has inspired a defensive 'elbows up' response that's shown up in Canadian consumer brand marketing and political messaging, but it goes against the stereotype of Canadians being unusually nice. While defensiveness and defiance might work well in politics, trade wars, and dealing with Trump, it's bad for tourism, so Tourism Eastern Townships is trying an opposite approach. For Americans considering a trip to Eastern Townships, the tourism office's hugging ad arrives like a generous helping of warm Canadian maple syrup or a surprise Justin Bieber album at the end of a long week. While politics and borders divide us, a hug is universal. And by using an embrace to tell American tourists that they're invited, the spot makes sure the message needs no translation. Visitors are welcome.
Time Out
4 days ago
- Entertainment
- Time Out
A Quebec tourism ad is making Americans emotional but not for the reason you think
Know anyone in the U.S. who needs a hug? An ad from the Eastern Townships tourism board offering hugs to Americans visiting Quebec has gone viral, even scoring a celebrity endorsement from an Academy Award winner. The Eastern Townships, just north of Vermont and a short drive from Boston and New York City, is one of our favourite getaways. The 'Come Hug It Out' ad campaign, which shows an American tourist approaching the front desk at a hotel. 'Sorry, I don't speak French. I'm just visiting,' he says, before leaning in and adding in a whisper: 'I'm American.' Without missing a beat, the clerk reaches under the desk and presses a red button — which swings open the counter, allowing her to step out and give him a warm hug. The lighthearted ad hints at the considerable political tension between Canada and the U.S., and arrives on the heels of a new US travel requirement in addition to the updated U.S. travel rules and safety advisories—plus a travel warning sharing risks and recommended precautions for U.S. citizens travelling to Canada. The post on Instagram shared the following message: 'What if this summer, we opened our arms wide to warmth, smiles, and genuine moments? In the Eastern Townships, hospitality isn't something we say — it's something you feel. Come hug it out in the Eastern Townships — Close to you. Far from ordinaire.' Online, viewers shared comments like: 'This American in Texas would like a Canadian hug, please.' Even actress Sharon Stone chimed in, leaving the message: "Thanks we need a hug." In a press release, Isabelle Charlebois, General Director of Tourism Eastern Townships, wrote: 'Our American guests are more than tourists, they're part of our story. This ad campaign is our way of saying: we appreciate you and we can't wait to welcome you again.'
Yahoo
11-06-2025
- Politics
- Yahoo
Fewer Americans are visiting Canada. Ad campaigns assure them they're welcome here
Late last year, Dan Davis of Cleveland, Ohio, began planning a motorcycle trip with friends this summer that includes several days in Ontario. But those plans became a little uncertain after U.S. President Donald Trump took office in January and imposed tariffs on Canada, sparking a trade war. That, coupled with Trump's frequent threats to make Canada the 51st state, has sparked anger among many Canadians. Davis noted that, in February, Canadians booed the U.S. national anthem at several NHL hockey games, and in March, the Canadian government ran a billboard campaign in a dozen U.S. states, including Ohio, declaring that Trump's "tariffs are a tax." "Those things just made us wonder, 'Wow, are we going to be welcome in Canada?' " said Davis, adding that the licence plates on the group's motorcycles reveal they're from Ohio — a state Trump won in the 2024 election. "On a motorcycle, you're a little more vulnerable," he said. "All it takes is one person to say, 'You know what, I'm going to show these guys a lesson,' whether it's vandalizing a bike or … throwing a beer can at you." Fewer U.S. tourists visiting Canada Since Trump took office and Canada-U.S. relations have become strained, fewer Canadians are visiting the U.S., and fewer Americans are coming to Canada. The number of trips Americans took to Canada by car declined 10.7 per cent in April and 8.4 per cent in May compared to the same time last year. Air travel declined 5.5 per cent in April and 0.3 per cent in May. Some tourism associations worry a number of Americans may be staying away because they fear a chilly reception, so they've launched ad campaigns which assure their neighbours they'll be warmly welcomed. It's a worthy cause considering what's at stake: The majority of Canada's tourists come from the U.S., and they spent $15.3 billion in the country last year. "It was really important for us to send the message to these visitors … that they are truly welcome, not to be scared to visit us," said Isabelle Charlebois, general director of Tourism Eastern Townships, a region in southeastern Quebec near the U.S. border. The group launched a TV ad in late May, running in New England and New York state. Set in the Eastern Townships, it shows a U.S. tourist whispering sheepishly to a hotel clerk that he's American. The clerk smiles knowingly, and gives the American a big, warm hug. "Come hug it out in the Eastern Townships," says the tagline. WATCH | Quebec tourism group offers to 'hug it out': Charlebois says the ad campaign was partly inspired by the fact that local tourism operators were fielding numerous calls from concerned Americans. "They were calling … asking if they should postpone their trip, or if they will be welcome in Quebec," she said. "This relationship we have with our neighbour is really important for us. That's why we sent this message, and I hope it works." 'Perception is reality' In May, out of the 200 businesses surveyed by the Tourism Industry Association of Ontario, 32 per cent reported lower summer bookings by Americans compared to the same time last year. John Kinney, owner of Whirlpool Jet Boat Tours, says, so far this season, his location just outside Niagara Falls has seen 15 per cent fewer American customers compared to this time last year. "Unfortunately, perception is reality," said Kinney. "If it's perceived that there's political woes, people say, 'I hear Myrtle Beach is nice.' They just go to a completely different area." To encourage Americans to heard north, Niagara Falls Tourism has launched a page on its website just for them. Along with listing attractions, it declares, "To our friends in the U.S.A. — we can't wait to welcome you!" Back in Cleveland, Davis spotted a billboard last week on the highway and says he took it as a sign he's welcome in Canada. This time, instead of denouncing Trump's tariffs, the billboard invited Americans to visit Ontario and take advantage of the low Canadian dollar. Destination Ontario, the province's tourism organization, launched the campaign in several U.S. states last month. "It's good to see that they are encouraging visitors," said Davis, who is now looking forward to his Ontario trip. "We all just need to come together as human beings on both sides of the border and embrace each other." B.C. bear tour operators beckon Americans Over on the West Coast, British Columbia businesses that specialize in bear viewing are also rolling out the welcome mat. More than a dozen took part in a video, posted on YouTube on May 30, which promises Americans "open arms" and "warm hospitality." B.C.'s Commercial Bear Viewing Association, which put together the ad, says it will soon be launched as part of a social media campaign in select U.S. markets. WATCH | B.C. businesses welcome U.S. tourists: Marg Leehane, general manager of Great Bear Lodge in Campbell River, B.C., shouted out, "You're always welcome," in the video. It's a message she hopes will resonate, as American bookings at her lodge are down by 28 per cent so far compared to this time last year. "Americans always make up a good percentage of our visitors, and we're disappointed to not have them coming," she said. "I think they're worried the political message will get reflected on them. But of course, that's not how most Canadians feel." Leehane says she's getting more Canadian bookings this year than usual, which helps offset the decline in American customers. Still, she worries that decline could have lasting repercussions. "We don't want to lose that pipeline of American visitors," she said. "They would have come back as repeat guests. So it's not just this year that we would lose out on those visitors, it's the future years." 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Yahoo
10-06-2025
- Politics
- Yahoo
Fewer Americans are visiting Canada. Ad campaigns assure them they're welcome here
Late last year, Dan Davis of Cleveland, Ohio, began planning a motorcycle trip with friends this summer that includes several days in Ontario. But those plans became a little uncertain after U.S. President Donald Trump took office in January and imposed tariffs on Canada, sparking a trade war. That, coupled with Trump's frequent threats to make Canada the 51st state, has sparked anger among many Canadians. Davis noted that, in February, Canadians booed the U.S. national anthem at several NHL hockey games, and in March, the Canadian government ran a billboard campaign in a dozen U.S. states, including Ohio, declaring that Trump's "tariffs are a tax." "Those things just made us wonder, 'Wow, are we going to be welcome in Canada?' " said Davis, adding that the licence plates on the group's motorcycles reveal they're from Ohio — a state Trump won in the 2024 election. "On a motorcycle, you're a little more vulnerable," he said. "All it takes is one person to say, 'You know what, I'm going to show these guys a lesson,' whether it's vandalizing a bike or … throwing a beer can at you." Fewer U.S. tourists visiting Canada Since Trump took office and Canada-U.S. relations have become strained, fewer Canadians are visiting the U.S., and fewer Americans are coming to Canada. The number of trips Americans took to Canada by car declined 10.7 per cent in April and 8.4 per cent in May compared to the same time last year. Air travel declined 5.5 per cent in April and 0.3 per cent in May. Some tourism associations worry a number of Americans may be staying away because they fear a chilly reception, so they've launched ad campaigns which assure their neighbours they'll be warmly welcomed. It's a worthy cause considering what's at stake: The majority of Canada's tourists come from the U.S., and they spent $15.3 billion in the country last year. "It was really important for us to send the message to these visitors … that they are truly welcome, not to be scared to visit us," said Isabelle Charlebois, general director of Tourism Eastern Townships, a region in southeastern Quebec near the U.S. border. The group launched a TV ad in late May, running in New England and New York state. Set in the Eastern Townships, it shows a U.S. tourist whispering sheepishly to a hotel clerk that he's American. The clerk smiles knowingly, and gives the American a big, warm hug. "Come hug it out in the Eastern Townships," says the tagline. WATCH | Quebec tourism group offers to 'hug it out': Charlebois says the ad campaign was partly inspired by the fact that local tourism operators were fielding numerous calls from concerned Americans. "They were calling … asking if they should postpone their trip, or if they will be welcome in Quebec," she said. "This relationship we have with our neighbour is really important for us. That's why we sent this message, and I hope it works." 'Perception is reality' In May, out of the 200 businesses surveyed by the Tourism Industry Association of Ontario, 32 per cent reported lower summer bookings by Americans compared to the same time last year. John Kinney, owner of Whirlpool Jet Boat Tours, says, so far this season, his location just outside Niagara Falls has seen 15 per cent fewer American customers compared to this time last year. "Unfortunately, perception is reality," said Kinney. "If it's perceived that there's political woes, people say, 'I hear Myrtle Beach is nice.' They just go to a completely different area." To encourage Americans to heard north, Niagara Falls Tourism has launched a page on its website just for them. Along with listing attractions, it declares, "To our friends in the U.S.A. — we can't wait to welcome you!" Back in Cleveland, Davis spotted a billboard last week on the highway and says he took it as a sign he's welcome in Canada. This time, instead of denouncing Trump's tariffs, the billboard invited Americans to visit Ontario and take advantage of the low Canadian dollar. Destination Ontario, the province's tourism organization, launched the campaign in several U.S. states last month. "It's good to see that they are encouraging visitors," said Davis, who is now looking forward to his Ontario trip. "We all just need to come together as human beings on both sides of the border and embrace each other." B.C. bear tour operators beckon Americans Over on the West Coast, British Columbia businesses that specialize in bear viewing are also rolling out the welcome mat. More than a dozen took part in a video, posted on YouTube on May 30, which promises Americans "open arms" and "warm hospitality." B.C.'s Commercial Bear Viewing Association, which put together the ad, says it will soon be launched as part of a social media campaign in select U.S. markets. WATCH | B.C. businesses welcome U.S. tourists: Marg Leehane, general manager of Great Bear Lodge in Campbell River, B.C., shouted out, "You're always welcome," in the video. It's a message she hopes will resonate, as American bookings at her lodge are down by 28 per cent so far compared to this time last year. "Americans always make up a good percentage of our visitors, and we're disappointed to not have them coming," she said. "I think they're worried the political message will get reflected on them. But of course, that's not how most Canadians feel." Leehane says she's getting more Canadian bookings this year than usual, which helps offset the decline in American customers. Still, she worries that decline could have lasting repercussions. "We don't want to lose that pipeline of American visitors," she said. "They would have come back as repeat guests. So it's not just this year that we would lose out on those visitors, it's the future years." Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
10-06-2025
- Business
Fewer Americans are visiting Canada. Ad campaigns assure them they're welcome here
Late last year, Dan Davis of Cleveland, Ohio, began planning a motorcycle trip with friends this summer that includes several days in Ontario. But those plans became a little uncertain after U.S. President Donald Trump took office in January and imposed tariffs on Canada, sparking a trade war. That, coupled with Trump's frequent threats to make Canada the 51st state, has sparked anger among many Canadians. Davis noted that, in February, Canadians booed the U.S. national anthem (new window) at several NHL hockey games, and in March, the Canadian government ran a billboard campaign (new window) in a dozen U.S. states, including Ohio, declaring that Trump's tariffs are a tax. Those things just made us wonder, 'Wow, are we going to be welcome in Canada?' said Davis, adding that the licence plates on the group's motorcycles reveal they're from Ohio — a state Trump won in the 2024 election. On a motorcycle, you're a little more vulnerable, he said. All it takes is one person to say, 'You know what, I'm going to show these guys a lesson,' whether it's vandalizing a bike or … throwing a beer can at you. Fewer U.S. tourists visiting Canada Since Trump took office and Canada-U.S. relations have become strained, fewer Canadians are visiting the U.S. (new window) , and fewer Americans are coming to Canada. The number of trips Americans took to Canada (new window) by car declined 10.7 per cent in April and 8.4 per cent in May compared to the same time last year. Air travel declined 5.5 per cent in April and 0.3 per cent in May. Some tourism associations worry a number of Americans may be staying away because they fear a chilly reception, so they've launched ad campaigns which assure their neighbours they'll be warmly welcomed. It's a worthy cause considering what's at stake: The majority of Canada's tourists come from the U.S., and they spent $15.3 billion (new window) in the country last year. It was really important for us to send the message to these visitors … that they are truly welcome, not to be scared to visit us, said Isabelle Charlebois, general director of Tourism Eastern Townships, a region in southeastern Quebec near the U.S. border. The group launched a TV ad in late May, running in New England and New York state. Set in the Eastern Townships, it shows a U.S. tourist whispering sheepishly to a hotel clerk that he's American. The clerk smiles knowingly, and gives the American a big, warm hug. Come hug it out in the Eastern Townships, says the tagline. WATCH | Quebec tourism group offers to 'hug it out': Début du widget Widget. Passer le widget ? Fin du widget Widget. Retourner au début du widget ? Charlebois says the ad campaign was partly inspired by the fact that local tourism operators were fielding numerous calls from concerned Americans. They were calling … asking if they should postpone their trip, or if they will be welcome in Quebec, she said. This relationship we have with our neighbour is really important for us. That's why we sent this message, and I hope it works. 'Perception is reality' In May, out of the 200 businesses surveyed by the Tourism Industry Association of Ontario, 32 per cent reported (new window) lower summer bookings by Americans compared to the same time last year. John Kinney, owner of Whirlpool Jet Boat Tours, says, so far this season, his location just outside Niagara Falls has seen 15 per cent fewer American customers compared to this time last year. Unfortunately, perception is reality, said Kinney. If it's perceived that there's political woes, people say, 'I hear Myrtle Beach is nice.' They just go to a completely different area. To encourage Americans to heard north, Niagara Falls Tourism has launched a page on its website just for them (new window) . Along with listing attractions, it declares, To our friends in the U.S.A. — we can't wait to welcome you! Destination Ontario launched a billboard ad campaign last month in many U.S. border towns inviting Americans to visit Ontario and take advantage of the low Canadian dollar. (Destination Ontario) Photo: (Destination Ontario) Back in Cleveland, Davis spotted a billboard last week on the highway and says he took it as a sign he's welcome in Canada. This time, instead of denouncing Trump's tariffs, the billboard invited Americans to visit Ontario and take advantage of the low Canadian dollar. Destination Ontario, the province's tourism organization, launched the campaign in several U.S. states last month. It's good to see that they are encouraging visitors, said Davis, who is now looking forward to his Ontario trip. We all just need to come together as human beings on both sides of the border and embrace each other. B.C. bear tour operators beckon Americans Over on the West Coast, British Columbia businesses that specialize in bear viewing are also rolling out the welcome mat. More than a dozen took part in a video, posted on YouTube on May 30, which promises Americans open arms and warm hospitality. B.C.'s Commercial Bear Viewing Association, which put together the ad, says it will soon be launched as part of a social media campaign in select U.S. markets. WATCH | B.C. businesses welcome U.S. tourists: Début du widget Widget. Passer le widget ? Fin du widget Widget. Retourner au début du widget ? Marg Leehane, general manager of Great Bear Lodge in Campbell River, B.C., shouted out, You're always welcome, in the video. It's a message she hopes will resonate, as American bookings at her lodge are down by 28 per cent so far compared to this time last year. Americans always make up a good percentage of our visitors, and we're disappointed to not have them coming, she said. I think they're worried the political message will get reflected on them. But of course, that's not how most Canadians feel. Leehane says she's getting more Canadian bookings this year than usual, which helps offset the decline in American customers. Still, she worries that decline could have lasting repercussions. We don't want to lose that pipeline of American visitors, she said. They would have come back as repeat guests. So it's not just this year that we would lose out on those visitors, it's the future years. Sophia Harris (new window) · CBC News ·
