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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

Tourism

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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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Why VT students are signing letters of intent with local employers

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Why VT students are signing letters of intent with local employers


Students who plan to enter the workforce after graduation are being celebrated at the Northwest Career & Technical Center’s 2026 Skilled Trades Signing Day.

The event is scheduled for 1 to 2:30 p.m. June 5 in the BFA Saint Albans Gymnasium, according to a community announcement.

Modeled after collegiate athletic signing days, the event will feature students signing “letters of intent” with future employers. The ceremony aims to recognize students for their hard work, technical skill development and commitment to pursuing careers in Vermont’s workforce.

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Students from various programs at the Northwest Career & Technical Center are expected to participate, including those entering fields such as electrical, construction, cosmetology and engineering.

Participating students and their future employers include:

  • Theodore DeCiantis – Alliance Group (Electrical)
  • Nolan Howrigan – BP Construction
  • Lexie Lemieux – Downtown Cuts
  • Brayden Rooney – Engineers Construction Inc.
  • Hunter Gagne – Engineers Construction Inc.
  • Nicholas Boomhower – Engineers Construction Inc.
  • Quinton Nicholas – Handy Toyota
  • Natalie Powers – Hayward Tyler
  • Kaleb Bocash – Hazelett
  • Damien Callan – Husky
  • Hailey Carey – Jubilance Salon
  • Hallie Robtoy – Jubilance Salon
  • Ryiah Gaudiaso – Lake Shore Hair
  • Kris Mumert – MEI Electrical Contractors
  • Logan Little – Milton CAT
  • Alisa Freighberger – Nail Nook
  • Jonas Wagner – Omega Electric
  • Collin Langevin – PC Construction
  • Vernon Ouellette – PC Construction
  • Brandon Murray – RPM Engines
  • Wyatt Blake – United Ag & Turf
  • Edan Peters – VHV
  • Owen de Jesús López – VHV
  • Grace Robert – Villa Rehab Center

“We are incredibly proud of these students and the opportunities they have earned,” said Lisa Durocher, assistant director at Northwest Career & Technical Center. “This event highlights the value of career and technical education and the strong partnerships we have with local employers who are investing in the next generation of skilled professionals.”

The Northwest Career & Technical Center, located in St. Albans, provides career and technical education opportunities for high school students and adult learners throughout northwestern Vermont. Programs include automotive technology, building trades, cosmetology, culinary arts, digital media, electrical, engineering technologies, human services, medical professions, outdoor technology and public safety and law enforcement.

This story was created 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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Essex’s Hannah Knickerbocker and Burlington’s Niah LeMay capture singles titles

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Essex’s Hannah Knickerbocker and Burlington’s Niah LeMay capture singles titles


The 2026 individual Vermont High School tennis tournaments concluded on Sunday, May 31 with a quartet of first-time winners.

Both girls match-ups went to a third set tiebreak with Essex senior Hannah Knickerbocker capturing her elusive title. Burlington High School swept the boys singles and doubles tournaments becoming the first school to accomplish that feat since St. Johnsbury did it in 2019.

Read on below for a recap from both tournaments’ finals.

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Hannah Knickerbocker upsets top-seed in final; while Stowe’s freshman tandem wins doubles

In the last two individual tournaments, Hannah Knickerbocker advanced to the semifinals before her run ended there. This past offseason, Knickerbocker spent a lot more time honing her tennis skills. With a stronger tennis IQ, Knickerbocker cruised into the finals with a trio of straight set wins.

“Consistency and shot choice,” Knickerbocker said. “I think I improved with knowing when to go for a win and when not too.”

There Knickerbocker earned a match with No. 1 seeded Anna Dauerman from Champlain Valley, the 2024 champion and last year’s runner-up. The match was competitive with Knickerbocker winning a three-set thriller 6-4, 4-6, 10-8, becoming the first female Hornet to win an individual title since 2007.

The skills Knickerbocker worked on in the offseason paid off in her match against Dauerman.

“Anna’s a really hard fighter so a lot of balls come back and if you go for too much on the wrong one then she would beat you,” Knickerbocker said.

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This is Knickerbocker’s fifth state title overall after winning the Division I girls volleyball championships all four years of high school. The 2024 Vermont Gatorade Player of the Year in volleyball is pivoting to a stronger focus on tennis. Knickerbocker will be playing Division I tennis at the University of New Haven starting next school year.

While Knickerbocker saw this part of her career end on a high note, the doubles champions of India Freund and Belle Gaines from Stowe hope to usher in a new wave of tennis talent. The freshmen tandem, partnered up for the first time this season for the individual tournament and won three straight matches to reach the final.

Then in the championship, Freund and Gaines took down Champlain Valley’s tandem of Sara DiGuglielmo and Justyna Amblo in three sets, 7-6 (7-3), 0-6, 12-10. The duo built on the momentum they gained from their three-set victory over Essex’s team into May 31’s final.

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“We both like high-pressure situations, so maybe that’s what we needed to play our best tennis,” Freund said.

Freund and Gaines are great friends on and off the court who play tennis together all year around making this a tandem a formidable duo. Freund and Gaines showed maturity after getting crushed in the second set to squeeze out the win in the tiebreaker.

“It was really impressive of us to not get in our heads and it did for a bit,” Gaines said.

Burlington sweeps the boys singles and doubles finals

The boys tennis had some drama with rain forcing an interruption of the matches’ at Leddy Park to drive over to the The EDGE Sports & Fitness in Essex. Still the pause (that was almost two hours for the double players) did not affect the players in the lead.

No. 3 Niah LeMay held a 4-2 lead in set 1 entering the weather related intermission against teammate and top-ranked Oscar Crainich. LeMay did not let the pause phase him or interrupt his momentum.

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“Just a lot of deep breaths and tried not to think about it,” LeMay said. “I turned on the radio and listened to some music.”

The sophomore bested his teammate in straight sets with a 6-3, 7-5 victory. In his run to the title, LeMay knocked off the top-two seeds. The only set he has lost all season came against No. 2 Charles Young from Middlebury in the semifinals. LeMay brought the energy with passionate bursts of emotion after nailing a tough shot.

LeMay becomes the first male Seahorse to win an individual title since 2004. It’s the first time since 2015 that the singles final featured two members from the same school. LeMay and Crainich have been rotating between the No. 1 and No. 2 single spots for Burlington this year after helping the Seahorses capture the 2025 team title.

“I have only beaten him once in the past,” LeMay said. “It felt really good to beat him since he’s one of my main competitors if not my main competitor.”

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The winning for Burlington did not stop at singles. The Seahorses No. 3 ranked doubles tandem of Miles Kenny and Ben Koh captured the championship as well sweeping No. 1 Middlebury Nate Cook-Yoder and Nathan Stefani 6-4, 7-5.

The weather pause came after the Seahorses claimed the first set. It’s the second straight year Burlington claimed the doubles title. This is Kenny and Koh’s second championship this spring after helping Burlington win the 2026 Unified Basketball title earlier in May.

Contact Judith Altneu at JAltneu@usatodayco.com. Follow her on X, formerly known as Twitter: @Judith_Altneu.





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Check out the 2026 Vermont Principal’s Association softball playoff pairings for the Franklin County!

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Check out the 2026 Vermont Principal’s Association softball playoff pairings for the Franklin County!


The 2026 Vermont Principal’s Association softball playoff pairings have been released! Take a look at the Franklin County pairings. 

Division 1

No. 1 BFA St. Albans received a bye and will play the winner of No. 8 Champlain Valley Union vs. No. 9 South Burlington. 

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Division 2

No. 4 Missisquoi Valley Union hosts No. 13 Milton on Tuesday, June 2, at 4:30 p.m.

No. 6 Enosburg hosts No. 11 Springfield on Tuesday, June 2, at 4:30 p.m. 

Division 3

No. 4 BFA-Fairfax hosts N. 13 Green Mountain on Tuesday, June 2, at 4:30 p.m.

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Division 4

No. 7 Richford hosts No. 10 Danville on Wednesday, June 3, at 4:30 p.m.





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