In a time marked by strained political relations and falling tourism rates between Canada and the U.S., a warm-hearted video from Quebec’s Eastern Townships is changing the conversation.
The campaign, featuring a hug between a Canadian concierge and an American tourist, has gone viral — not just as an ad, but as a gesture of unity that’s resonating around the world.
Heartfelt Hug in Quebec Ad Rekindles Canada-U.S. Relations as Tourism Numbers Decline
Aiming to bridge the divide caused by months of political taunts and trade tensions, the Eastern Townships tourism board launched the “Come Hug It Out” campaign. The ad centers on a simple yet powerful image: a Canadian concierge welcoming an American tourist with a heartfelt hug. The goal? To remind both nations of their deep-rooted friendship — and encourage travel.
According to Statistics Canada, travel between the two countries has suffered significantly. In June alone:
- U.S. tourism to Canada by car dropped nearly 11%
- Canadian car travel to the U.S. fell by over 33%
These numbers reflect a worrying downturn and add urgency to the campaign’s call for reconnection.
Viral Ad Sends Global Message of Unity as BBC Highlights Strategy Behind It
The ad quickly gained international attention, with media outlets like the BBC spotlighting its message. Reporter Nadine Yousif emphasized that the campaign isn’t just about showcasing a beautiful Canadian destination — it’s also a masterclass in emotional marketing and soft diplomacy.
By promoting warmth, empathy, and open borders, the campaign transcends traditional advertising. It shows that sometimes, a hug really can go a long way — not just in tourism, but in healing strained relations.