Canada sends hugs, not tariffs, as viral Quebec ad counters Trump’s trade war

As the United States and Canada brace for another round of tariff tensions, a surprising message has emerged from Quebec’s Eastern Townships: a hug.

The Eastern Townships Tourism Association in Quebec has launched a new ad campaign titled “A Hug from Canada,” aimed at American tourists amid rising trade frictions between the two countries. The campaign, which has quickly gone viral, features a simple yet powerful scene, an American traveler checks into a hotel and nervously reveals he is from the United States. Instead of a cold reception, he receives a warm, genuine hug.

Link to the video: https://www.instagram.com/reel/DMFfqupqkn-/?igsh=aG4xenh3bTF6NDNw


Tourism is a vital sector for Canada, with US travelers accounting for nearly 79 percent of all foreign visits. In Q3 of 2024 alone, American tourists spent US$6.6 billion in the country. A recent dip of 12 percent in bookings from the US prompted urgency among tourism authorities, leading to the creation of this emotionally driven campaign.

The ad comes at a time when the Trump administration is preparing to impose 35 percent tariffs on a range of Canadian exports starting August 1, including steel, aluminum, lumber, cars, and maple syrup.

The move has already rattled markets. According to the San Francisco Federal Reserve, the tariffs are expected to result in a 0.2 percent drop in US employment and a 0.4 percent decline in real household income. Canada has announced retaliatory measures, including counter-tariffs and procurement restrictions targeting American companies.

Canadian innkeepers and hoteliers say they have received numerous calls from American travelers asking whether they are still welcome in Canada.

Concerned about the political climate, some US tourists have expressed hesitation about visiting.

The “A Hug from Canada” campaign has reached millions online. With over 4.2 million views across platforms in just five days, it has struck a chord with audiences on both sides of the border.

The ad’s simplicity is part of its success. There are no sweeping drone shots or dramatic music, just a quiet moment of kindness that challenges the prevailing political tone.

While governments debate tariffs, hugs are crossing the border, no paperwork required.