Windsor’s 40-40 Campaign Leverages Strong U.S. Dollar to Reignite Cross-Border Tourism from Detroit
Windsor, Ontario – With summer in full swing and international travel dynamics constantly shifting, Windsor has launched a timely and inventive initiative to welcome American tourists and reconnect cross-border communities. The 40-40 Campaign, a strategic collaboration between the University of Windsor MBA program and the Windsor-Detroit Tunnel, aims to reinvigorate local tourism by highlighting the strength of the U.S. dollar in Canada and showcasing 40 unique local businesses.
Designed with a community-first mindset, the campaign highlights a 40% value boost for Americans visiting Windsor due to current exchange rates — making the city a more affordable and attractive destination for tourists crossing from Detroit, Michigan.
“It’s about connecting communities and reinvigorating tourism,” said campaign lead and MBA student Olivia Sylvestre. “We believe this is not only important now, during global uncertainty, but always important for maintaining strong regional ties.”
Digital Passport and Exclusive Offers
At the heart of the campaign is a free digital passport, a tool that encourages visitors to explore curated local itineraries and unlock exclusive discounts. Tourists can check in at any of the 40 participating businesses by scanning QR codes, which also enters them into sponsored prize draws ranging from dining experiences to local merchandise.
Each featured business offers something unique — from boutique shopping and arts venues to culinary experiences and cultural hubs. Promotions include discounts, tax cuts, and free items, appealing to a wide demographic of visitors from across the border.
Windsor’s Downtown Scene in Focus
While participating businesses are scattered throughout Windsor-Essex, the campaign focuses heavily on downtown Windsor, just steps from the U.S. border. Iconic neighborhoods like Walkerville and Erie Street also feature prominently in the list of highlighted destinations.
From a vintage baby boutique and record shops to matcha cafes, art galleries, museums, and vibrant bars — the campaign paints a full picture of Windsor’s creative and entrepreneurial spirit.
“We’ve got everything,” added Sylvestre. “Coffee shops, small boutiques, restaurants, vinyl stores — it’s about celebrating what makes our city special and helping visitors discover the hidden gems.”
Cross-Border Synergy and Community Engagement
The 40-40 Campaign began six months ago as a brainstorming project among MBA students, evolving into a cross-sector tourism push that’s gaining traction. The initiative officially launched with a media event at the Windsor-Detroit Tunnel Plaza, attended by sponsors, city leaders, and community advocates.
“We are so pleased to be working with the MBA students from the University of Windsor,” said Tal Czudner, CEO of the Windsor-Detroit Tunnel. “They are a smart, tenacious crew that’s working hard to ensure Windsor-Essex residents know it’s the perfect time to invite friends and family from Detroit for fun adventures.”
Already, campaign leaders have crossed into Michigan to promote the digital passport at key community hubs, including Eastern Market and Campus Martius. The reception has been overwhelmingly positive, according to Sylvestre.
“People are excited,” she said. “They’ve been saying, ‘We needed a reason to come to Windsor again.’ A lot of Detroiters don’t realize the incredible small businesses we have here. This campaign sheds light on them, helping places without big marketing budgets get the attention they deserve.”
Local Tourism with a Global Impact
Though the campaign targets American tourists, it also aims to inspire Windsor-Essex locals to rediscover their own backyard. By encouraging regional exploration, the campaign not only supports local business recovery post-pandemic but also reinforces cultural exchange between the U.S. and Canada.
With tourism in Canada rebounding steadily, local governments and organizations are seeking innovative ways to stay competitive — and Windsor’s approach stands out for its strategic timing and cross-border appeal. According to Destination Canada, the tourism sector in 2025 is showing strong signs of recovery, particularly in urban regions like Windsor that offer affordability, accessibility, and charm.
The campaign’s duration through July 31 aligns with peak summer travel, maximizing potential foot traffic while school holidays and vacation schedules are in full swing.
“Everyone’s off school now,” Sylvestre added. “We want people coming over and seeing what Windsor has to offer — especially with the added value of the U.S. dollar in play.”
A Model for Future Tourism Campaigns
The 40-40 Campaign may well serve as a blueprint for similar tourism drives across Canada and the United States. By blending currency value advantages with hyperlocal storytelling, digital innovation, and cross-border cooperation, Windsor is redefining what it means to promote regional tourism in a globalized world.
Whether it’s for a weekend escape or an afternoon stroll through boutique-lined streets, Windsor is ready — and this summer, it’s extending a warm and economically savvy welcome to its neighbors from across the river.
For more information on the 40-40 Campaign or to access the digital passport, visit the official Windsor Tourism or University of Windsor websites.
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