Appeals from American tourism organizations seemed to be everywhere Josh Loewen looked over the last year. Billboards and banners proclaimed a state or city’s love for Canada. Online and social media ads offered special deals for travelers from north of the border.

As a Vancouver resident and marketing executive himself, Loewen said he understands the conciliatory overtures. The number of Canadians traveling to the United States plunged after President Donald Trump returned to office with remarks about making Canada the 51st state. An acrimonious trade war between the two countries now is threatening to reinforce the informal boycott just as it appeared to be easing slightly.

“It’s such a big ask right now,” Loewen, 45, said of the U.S. tourism industry’s attempts to woo Canadians like him back before a new president occupies the White House. “It’s just a wasted effort.”