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A New Ad Campaign Aims to Heal Fraying U.S.-Canada Relations

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A New Ad Campaign Aims to Heal Fraying U.S.-Canada Relations


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  • Courtesy of Tourism Eastern Townships

Feeling skittish about visiting Vermont’s provincial neighbor to the north because of President Donald Trump’s remarks about annexing Canada as a 51st state? Have you found yourself instinctively apologizing to anyone sporting a red-and-white maple leaf or wearing a Canadiens hockey jersey? Are you ordering more poutine in restaurants as a silent act of international solidarity?

If any of the above apply, the tourism board for Québec’s Eastern Townships has a message for you: “Come hug it out in the Eastern Townships.”

“At a time when global travel feels uncertain and international relations seem complicated, a corner of Canada is reaching out with a simple and heartfelt message: We miss you,” reads a new marketing campaign that launched on Memorial Day, which is considered the official start of the U.S. summer travel season.

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The Canadian ad campaign kicked off with a 30-second video that is now airing in New York and New England on Facebook, YouTube and some broadcast television channels. Created by the Montréal agency La Bande and produced by Tourisme Cantons-de-l’Est (aka Tourism Eastern Townships), the ad features a somewhat hesitant American tourist being welcomed to Québec not just in English but with open arms — literally.
“Our American guests are more than tourists, they’re part of our story,” Isabelle Charlebois, general director of Tourism Eastern Townships, explained in a press release. “This ad campaign is our way of saying: we appreciate you and we can’t wait to welcome you again.”

Given the rising political tension between Washington, D.C., and Ottawa, the reciprocal trade tariffs, and growing nationalism, travelers in both countries have been rethinking their international vacation plans, inflicting pain on both sides of the border. As Seven Days reported last week, only 98,000 visitors crossed into Vermont from Canada last month by car, down from 147,000 in April 2024 and just slightly more than the 84,000 who came in April 2022, when COVID-19 travel restrictions were lifted.

Summer’s Back, but Canadian Tourists Are Not

Summer’s Back, but Canadian Tourists Are Not

By Derek Brouwer

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At stake are tens of millions of tourism dollars — and loonies. In March, the number of trips into Canada by U.S. residents declined by 6.6 percent, including an 8.7 percent drop in automobile travel compared with the same month last year, according to Statistics Canada. That decline has been acutely felt in the Eastern Townships. a collection of small, tourism-dependent villages, towns and cities in southeastern Québec.

It need not be like this. Many Vermonters feel a special affinity for our Québécois neighbors. We ski many of the same mountains, eat too much of the same cheese and accept nothing less than real maple syrup.

So, if you’ve been asking yourself, Are Americans even welcome in Canada right now?, you have an answer. To our friends in the Eastern Townships: Merci pour l’invitation. À bientôt!

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Vermont school district sparks outrage after raising Somali flag on campus

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Vermont school district sparks outrage after raising Somali flag on campus


A Vermont school district has sparked national outrage after district leaders raised the flag of Somalia on campus.

The Winooski School District — located just outside Burlington, where roughly 9% of students are Somali — raised the light-blue flag on Monday to honor the “Somali youth and families in Winooski and Vermont.”

The clip of the flag-raising was shared online and was quickly flooded with hundreds of furious messages. It came after bombshell revelations about a massive $1 billion aid fraud scandal involving Somali immigrants in Minnesota.

The district held a Somali flag-raising ceremony on Monday. Winooski School District

The backlash forced district officials to shut down its website and disconnect many of its phones on Monday, VT Digger reported.

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“First, we want to assure everyone that the United States flag remains in its proper place at the highest point, in full compliance with the U.S. Flag Code,” the district said in a statement.

The flag-raising sparked national backlash after video was widely shared on social media. Winooski School District

“The district has three flag masts: the U.S. flag on the top mast, the Vermont state flag on the second, and— this week — the Somali flag on the third.”

The Winooski School District said it planned to raise the flag for one week “as a gesture of support for Somali students and families.”

“Winooski is a proudly diverse community, and we are committed to recognizing and uplifting the cultures and identities represented in our schools,” it added in the statement.

President Trump last week raged against Minnesota’s Feeding Our Future fraud scandal and torched “Squad” Rep. Ilhan Omar — who represents the North Star State — as a “terrible person.”

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Wilmer Chavarria, the Winooski schools superintendent, claimed the school was the target of a “coordinated national campaign.”

As the calls began pouring in, the district routed callers directly to voicemail. Some callers screamed racial slurs while others issued explicit threats, officials said.

The Somali flag was raised beside an American and Vermont state flag. Winooski School District

It also temporarily shut down its website, which was replaced by a warning that its site had been “removed from public view” while it worked to “address and mitigate an unprecedented volume of illegitimate traffic targeting our services.”

The school district notified the Winooski Police Department, which was visibly present on campus on Monday.

Conservative podcaster Benny Johnson commented on the flag-raising video on X, writing, “I’ve got a suggestion for ICE’s next stop.”

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“Is the American flag burning ceremony next week?” another critic commented in response.

“I hope the school district loses all federal funding. There is only one flag — the American flag,” another wrote.



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Vermont beekeepers raise alarm over bee decline

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Vermont beekeepers raise alarm over bee decline


BURLINGTON, Vt. (ABC22/FOX44) – More than half of bee colonies in Vermont were lost over the last year, according to a survey by UVM’s Bee Lab.

“This is not a normal loss year – this is an emergency signal.”

The Vermont Beekeepers Association (VBA) highlighted the report on Monday. They wrote that pesticide use and a parasite that feeds on honeybees have been the main forces behind the more than 56% drop.

According to the USDA, the average annual losses were around 20% before 2006, and have been above 30% in recent years, but this is the highest rate recorded.

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UVM’s survey reportedly covered more than a third of registered bee colonies in the state.

“Beekeepers are doing everything they can, but we cannot solve this alone,” said Andrew Munkres, former president of the VBA. “These numbers prove that bee health is now a food system issue. Vermont needs to respond at a food system scale.”

A survey released earlier this year by Auburn University showed similar losses across many parts of the country.

Also according to the USDA, honey prices have risen sharply this century. After adjusting for inflation, honey was almost three times the price in 2024 across the country compared to 2000.

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Which Vermont soccer teams earned top sportsmanship honors?

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Which Vermont soccer teams earned top sportsmanship honors?


Four Vermont high school soccer teams have been recognized with regional awards for setting the standard in sportsmanship this season.

The Vermont Soccer Officials Association named the Enosburg Falls Hornet boys and U-32 Raider girls from the north, along with Fair Haven Slater girls and Sharon Academy Phoenix boys from the south, as winners of the state’s 2025 Sportsmanship Award.

This inaugural award follows a new process where referees rated teams after every regular-season and tournament game on player, coach, fan and administrative behavior, according to an announcement from the association. Officials worked more than 1,700 games this fall.

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Association president Marvin Pritchard said, “The school, community and soccer official relationship you have developed is a model for others to emulate.”

Frank Martel, a longtime referee and Northern Vermont Athletic Conference assignor, said true sportsmanship means respecting opponents and officials — even when calls don’t go your way.

The association also highlighted finalists that displayed exemplary conduct. Southern Vermont League finalists included MSJ, Stratton and Randolph girls and Otter Valley, Brattleboro and West Rutland boys. Northern finalists included Caledonia United, South Burlington and Richford girls and Richford, Essex and BFA Fairfax boys.

Eric Evans, Southern Vermont League assignor, noted that poor sportsmanship is common nationwide but praised Vermont’s positive culture. “It is refreshing to see Vermont high school soccer be immune to this trend,” Evans said.

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Athletic directors at the winning schools are planning recognition events. Association officials are expected to attend and present banners and certificates to the honored teams.

This story was created by Dave DeMille, ddemille@gannett.com, with the assistance of Artificial Intelligence (AI). Journalists were involved in every step of the information gathering, review, editing and publishing process. Learn more at cm.usatoday.com/ethical-conduct.



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