In a striking display of cross-border charm, a new tourism advertisement from Quebec’s Eastern Townships has captured international attention by offering a symbolic embrace to American visitors. The 30-second video spot, which debuted last week across digital platforms, shows local residents literally opening their arms to welcome travelers from south of the border.
“We wanted to create something genuine that cut through typical tourism marketing,” explains Marie Deschamps, director of Eastern Townships Tourism Board. “Americans have always been important visitors to our region, and after years of pandemic restrictions and political tensions, we felt a simple human gesture—a hug—could speak volumes.”
The advertisement, filmed across picturesque locations including Lac-Brome, Magog, and North Hatley, features residents of all ages extending welcoming gestures against stunning backdrops of Quebec’s countryside. The simple tagline “Come as you are, leave as family” concludes the spot, which has garnered over 3 million views on social media platforms within its first week.
Tourism data from CO24 Business indicates the timing couldn’t be better. Cross-border tourism from the United States to Canada has rebounded to 85% of pre-pandemic levels, with Quebec seeing particularly strong growth in weekend travelers from New England states.
Dr. Thomas Reynolds, professor of marketing psychology at Concordia University, notes the advertisement’s effectiveness lies in its emotional directness. “The genius is in the simplicity,” Reynolds told CO24. “It bypasses rational decision-making and taps directly into the emotional need for connection that many Americans feel is missing in their highly polarized country right now.”
Local businesses throughout the Eastern Townships are already reporting an uptick in American inquiries. Jean-Pierre Belanger, owner of three boutique hotels in the region, confirms: “Our phone lines and online reservations from U.S. zip codes have increased 32% since the ad launched. People specifically mention the ‘hug ad’ when they call.”
The campaign represents a significant shift from previous tourism marketing strategies that typically emphasized activities or scenery. This human-centered approach resonates with post-pandemic travel trends identified in CO24 News reporting, where travelers increasingly seek authentic connections and experiences over traditional sightseeing.
Tourism Minister Catherine Lafortune praised the campaign during a press conference in Quebec City yesterday. “What makes Quebec special isn’t just our landscapes or cuisine—it’s our people. This campaign beautifully captures the genuine warmth of Quebecers toward our American neighbors.”
The advertisement has sparked conversations on World News platforms about the role tourism can play in diplomatic relations. Some commentators note that people-to-people connections often remain strong even when official government relations between nations face challenges.
As summer tourism season reaches its peak, the Eastern Townships are preparing for what could be their busiest season in years. The region’s blend of French culture, outdoor activities, and world-class cuisine has long made it popular with American visitors seeking an international experience without crossing the Atlantic.
As borders become increasingly politicized around the world, can a simple gesture of welcome from ordinary citizens accomplish what official diplomacy sometimes fails to achieve?
