California Governor Gavin Newsom is reaching across borders with a new campaign aimed at attracting disillusioned Canadians frustrated by President Donald Trump's political resurgence.Why It MattersSince Trump began his second term, the friendly rapport between Canada and the United States has soured, with the White House levying a 25-percent tariff on Canadian goods and repeatedly referring to the country as America's "51st state," and threatening to use "economic force" to annex the country of 40 million people.Trump's actions have prompted Canadians to make their frustrations known. In recent months, crowds have booed "The Star-Spangled Banner" at hockey and baseball games, while retailers have pulled American products from their shelves as part of a growing push by officials to encourage consumers to "buy Canadian."But amid tension between the two countries, Newsom, who is rumored to be considering a 2028 presidential bid, is attempting to position California as a safe haven for Canadian businesses, workers, and tourists.What To KnowNewsom on Monday unveiled a tourism campaign, led in partnership with Visit California, urging Canadians to visit his state while distancing it from the Trump administration."The Golden State and Canada have always had so much in common," Newsom said in a video posted to X, formerly Twitter. "Sure, you-know-who is trying to stir things up back in D.C., but don't let that ruin your beach plans."California is the ultimate playground—over 2,000 miles from Washington and a world away in mindset, from our iconic beaches and national parks to world-class wine, food, and outdoor adventure—there's something here for everyone," he added."Here in California we have plenty of sunshine and a whole lot of love for our neighbors up north."The campaign comes at a time of escalating diplomatic tension between the U.S. and Canada, with the two countries locked in a trade war over retaliatory tariffs.The deteriorating relationship has sparked alarm among Canadian citizens and businesses, leading to a noticeable decline in travel across the border, according to a report by NBC News.According to Visit California, tourism from Canada dropped by 12 percent in February compared to the previous year—the steepest decline since the COVID-19 pandemic. Last year, 1.8 million Canadian travelers spent $3.72 billion in California. However, the organization now predicts a $6-billion drop in tourism revenue this year, largely due to decreasing international travel.Adding to the concern are recent travel advisories and warnings from Canadian immigration lawyers, who have advised citizens to bring burner phones when visiting the U.S. amid reports of Canadian travelers having their personal devices searched at the border.Meanwhile, temporary visa holders and visitors from Canada are reportedly being detained by U.S. border officials on their way into the country amid heightened immigration enforcement under the Trump administration.But Newsom is trying to ease fears about a breakdown in the relationship between two long-standing allies. "Canada, come experience our California Love," he said in a press release.Caroline Beteta, Visit California president and CEO, added: "California is committed to rolling out the red carpet for our Canadian visitors, whenever you're ready to visit."On Monday, Newsom met with British Columbia Premier David Eby to discuss collaboration opportunities in the lumber industry, national transportation corridors and affordable housing projects, according to his office.It comes after the governor said this month that he would direct his state to pursue "strategic" relationships with countries announcing retaliatory tariffs against the U.S., urging them to exclude California-made products from those taxes. Ottawa has announced a raft of retaliatory charges on U.S. goods in response to Trump's tariffs."President Trump caused this trade crisis—and Canada is responding with purpose and with force," Prime Minister Mark Carney posted on social media.What People Are SayingCaroline Beteta, Visit California President and CEO said: "California is committed to rolling out the red carpet for our Canadian visitors, whenever you're ready to visit. California and Canada share so much in common. Our inclusive values, love of natural beauty and passion for innovation bind us, and we look forward to welcoming you back with the same community spirit you've always shown us."Gavin Newsom said in a press release: "Canada, come experience our California Love."What Happens NextCarney has called snap elections for April 28 and relations between the countries are likely to be a hot topic on the campaign trail, especially after Ottawa announced retaliatory tariffs on the U.S.