Relations between the United States and Canada are a little rocky at the moment, but one corner of Quebec is offering Americans something a lot softer: a hug.
A short tourism ad from Quebec’s Eastern Townships is making waves online — and if the comments are any indication, it’s already melting hearts across the border.
The 30-second Tourism Eastern Townships spot, which debuted on May 28, 2025, features a nervous American traveller approaching a hotel reception desk in Quebec. “Sorry, I don’t speak French. I’m just visiting,” he says. Then, in a whisper: “I’m American.”
Without hesitation, the receptionist hits a red button under the counter, opens a hidden gate, and walks over to give him a full-on hug.
The ad is part of a new campaign called “Come Hug It Out,” launched by Tourism Eastern Townships to remind Americans they’re welcome, even amidst ongoing trade tensions between Canada and the United States.
The video was posted just a few weeks after a Leger survey found that 58% of Quebecers revealed they did not feel welcome in the United States.
“Americans are more than tourists, they’re part of our story,” said Isabelle Charlebois, the region’s tourism director, in a press release. “This is our way of saying we appreciate you and we can’t wait to welcome you again.”
The campaign, produced with Montreal-based agency La Bande, is airing in key U.S. markets like New York and New England on platforms like YouTube, Facebook, and connected TV. It highlights more than just travel deals or scenery — it’s pitching a feeling.
With a strong U.S. dollar, beautiful landscapes, and an easy drive from states like Vermont and Massachusetts, the Eastern Townships have long been a go-to for American road-trippers looking for a peaceful but not-too-foreign getaway. However, tourism from the U.S. has slowed in recent months.
On social media, viewers didn’t hold back. Some said they teared up, others shared memories of past trips, and many promised to visit soon.
“Kindness lives in Canada. I cannot stress how much I appreciate our neighbours to the North,” wrote one Instagram user.
“This American in Texas would like a Canadian hug, please,” another added.
Actress Sharon Stone chimed in too, leaving the following comment under the Instagram post: “Thanks we need a hug.”
While politics between the North American nations remain tense, Quebec’s message to American travellers is simple: the door is still open.
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