The US wants to win Canadian visitors back, but tourists say ‘it’s a wasted effort’

• Over the past year, Josh Loewen could hardly escape the charm offensive from American tourism organizations.
• Across billboards, banners, and digital platforms, US states and cities declared their fondness for Canada, promising tailored discounts to entice travelers from north of the border.
• As a marketing executive based in Vancouver, Loewen said he understands the conciliatory overtures.