Canada, and more specifically, the eastern town of Quebec, is ready to embrace it. About an hour southeast of Montreal, the area recently launched an ad aimed at encouraging American travelers to visit during a period of tensions in Canada and US relations. The ads, released on May 26th, have now become an international sensation.
The “Come Hug It Out” tourism campaign aims to serve as a warm invitation to our visitors, and is a reminder of the constant welcome in this fascinating corner of Canada. And it has become a virus, accumulating over 7 million views. Even celebrities such as Sharon Stone commented on Buzzfeed posts about the ads. This indicates that the message resonates.
At the 30-second location, an American tourist checks in to the hotel, hesits and says to the receptionist, “I don’t speak French… I’m an American.” The close-up shows her pressing the red button under the desk, and viewers wonder if she is warning her about security. Instead, the counter is lifted and she leaves to offer her guests a hug. Launched on social media platforms in the northeastern US, the ad closes with the catchphrase “Come in the eastern town.”
Eastern Township is a region in Quebec that relies heavily on US visitors as it borders Maine, New Hampshire and Vermont. But political tensions, including President Donald Trump’s tariffs on Canadian goods and lighthearted remarks about Canada’s annexation, have made cross-border hospitality even more complicated. The president collected 25% tariffs on all goods in March, except those under the existing North American Free Trade Agreement (NAFTA).
Trump last week said he tightened his collection policy on Canada, with the US imposing a 35% import duties starting in August. In a letter posted to his social media, President Trump said Canadian Prime Minister Mark Carney would come into effect on August 1 and would rise further if Canada retaliated. The 35% tariff has already risen from the current 25% rate Trump allocated in March.
Eastern Township aims to rebuild goodwill when these political measures have negative impacts on cross-border tourism.
“American travelers are a strategic market for us, but more than that, we value the close cultural and social connections we share with our neighbors and want to continue building those bridges.”
In eastern towns, Americans generate nearly $73 million in economic benefits for the area each year.
In 2023, 2.3 million American tourists traveled to Quebec. Data released by Statistics Canada in June 2025 in June 2024 showed that Americans travelled to Canada fell 10.4%. In Québec, a decline of 10.6% has been reported, particularly Yannick Rhéaume tells Communications and Public Affays Manager, Alliance de L’Industrie Touristique DuQuébec (Bonjour Québec). This decline is primarily due to fewer day trips and shopping visits, but with longer leisure and business stays, Halle says.
The number of American aviation arriving at Montreal Trudeau Airport has decreased by 4.4% compared to June 2024.
“We wanted to actively counteract the decline in US visitors and reassure those who might be hesitant to come,” Halle says. “The message was simple yet heartfelt. You are not only expected in town, but you are truly welcome.”
Halle points out that the ads are pulling the strings of their minds, stealing people’s emotions at a time when US travelers may be worried about anti-American sentiment overseas.
“The combination of humor and integrity reminded people of our shared humanity and the bonds between our nations,” she adds.
https://www.youtube.com/watch?v=0Rauwo2S70a
And it may just be working. According to Halle, businesses in the eastern towns have reported a recent increase in bookings from US visitors, far beyond the region’s traditional northeastern markets, including California, Arizona and other western states.
“We’ve also heard directly from visitors who reassured them and convinced them to come,” Halle says far away.
And when it comes to seducing Americans, the area hasn’t stopped there. The dedicated ambassador travels eastern towns this summer to meet with tourism businesses, provide tips to welcoming American visitors, and strengthen his ability to realize the message of a campaign of reliability and warmth, Halle says.
Ambassadors provide travel operators and operators with flyers on the importance of advertising, campaigns and welcoming guests.
Additionally, the Tourism Bureau is already beginning to think about the second phase of its campaign, which will showcase the area’s spectacular autumn and winter scenery.
“By continuing to live the momentum and staying true to the values of warmth, proximity and credibility, Hale aims to continue to position the eastern town as a symbol of Canadian hospitality and a destination for Americans to truly live in their homes,” he said.
