Québec’s Eastern Townships Welcome Americans with Hugs

As family travel between the United States and Canada has slowed, Québec’s Eastern Townships launched a campaign to assure Americans of a warm welcome. The new ad, aired throughout the Northeast, shows an American visitor welcomed with a hug and in English — a reminder travelers don’t need to speak French in these Québec towns just across the Vermont border.

The message of “We’re glad to have you!” reflects the hospitality this border region is known for. The Eastern Townships, unlike the rest of Québec province, were settled largely by English-speaking families from New England, so the landscape and villages of white houses look little different from those across the border.

Signs and menus are in both English and French and the food will be familiar to kids. And with the favorable exchange rate, American dollars will go farther here. The gentle, rolling landscape invites outdoor activities, with hiking and bike trails, nature reserves, and lakes for water sports. Local foods are promoted here, and families can visit farms to meet animals, walk through fields of lavender and watch as milk is turned into cheese.

Ski resorts such as Bromont are transformed into sports centers, with scenic mountain rides, a water park and mountain biking. Mount Orford invites hikers and climbers to enjoy the region’s best views, and within Mount Orford National Park are lakes and beaches for swimming and water sports.

Karine Guilbault, the region’s marketing director, explained, “This isn’t just a tourism campaign, it’s a love letter. We want our neighbors to the south to feel welcome on a truly emotional level. The Townships are close, safe, and feel familiar with just enough ‘abroad’ to make it magical