Detroit tourism bureau halts advertising in Canada amid trade war, hopes Canadians won't 'hold grudge'

Jason Viau · CBC News

· Posted: Oct 22, 2026 2:04 PM EDT | Last Updated: 36 minutes ago

Detroit’s tourism bureau has completely stopped marketing to Canada, saying they understand that the “antagonistic” American actions have strained relations between the two countries.

Historically, Visit Detroit spent seven figures annually, which is about 10 per cent of its budget, trying to lure Canadians across the border.

Once tensions settle between the two nations, Visit Detroit said “we are so ready” to welcome Canadians back and don’t “begrudge” those who are avoiding U.S. travel, according to president & CEO Claude Molinari.

“I don’t think it’s unpatriotic to point out that a lot of the federal government policies of the United States that have been, to a certain degree, antagonistic toward Canada have impacted us negatively,” said Molinari.

Over the last two years, Visit Detroit said there’s been a 30 per cent drop in Canadians coming into their jurisdiction, although there’s been a seven per cent bump in the last two months.

“I can understand why Canadians are upset with us and I don’t hold that against Canadians,” said Molinari. “When the situation, I hope, normalizes in the very near future, that we’ll be able to welcome our Canadian friends back and they will not hold a grudge,” said Molinari.

Claude Molinari is the president and CEO of Visit Detroit. (Jason Viau/CBC)

In the meantime, Visit Detroit has re-routed the marketing dollars once spent in Canada in an attempt to bring people from Europe to the Motor City.

He said marketing efforts will resume in Canada when the issue of tariffs is resolved, and a greater level of “respect and positive relationship” exists between Ottawa and Washington.

U.S. President Donald Trump has imposed tariffs on a number of Canadian goods in recent months, which is particularly affecting Windsor's automotive industry in a big way. Canada has also introduced a number of retaliatory tariffs in response.

Ohio zoo holds annual Canadian appreciation day

Despite the tension, the Toledo Zoo in Ohio is forging ahead with a Canadian member appreciation day on Saturday.'

"We stay in our lane, which is animals and conservation and that's what our focus and our mission is and we welcome everyone to the zoo," said Tana Benford, vice president of development and membership at the Toledo Zoo.

It's an event for the more than 100 members offering them free perks, including a special lunch, to thank them for continuing to visit.

The Canadian event in Toledo first started after the COVID pandemic in response many of those members keeping memberships active despite not being able to cross the border.

"We're so glad and appreciative that [Canadians] have stuck with us ... some of the nicest, friendliest people" said

Even though the Canada-U.S. relationship is "strained," Molinari said he hope Canadians will return to Detroit land re-establish the historic connection.

"I don't want to be tone deaf and just assume 'ok all is forgiven, we're coming all back,'" said Molinari. “We miss our Canadian friends for sure."