Over the past year, Josh Loewen could hardly escape the charm offensive from American tourism organizations. Across billboards, banners, and digital platforms, US states and cities declared their fondness for Canada, promising tailored discounts to entice travelers from north of the border.
As a marketing executive based in Vancouver, Loewen said he understands the conciliatory overtures. Canadian travel to the United States plunged after President Donald Trump returned to office with remarks about making Canada the 51st state. An acrimonious trade war now is threatening to reinforce the informal boycott just as it appeared to be easing slightly.
