Viral Video Invites Americans to Hug It Out in the Eastern Townships

SHERBROOKE, QC , July 14, 2021— A feel-good tourism campaign from Quebec’s Eastern Townships is warming hearts across North America. The short video, titled “Come Hug It Out in the Eastern Townships,” has gone viral, racking up millions of views and drawing praise from viewers around the world — including a surprising shout-out from actress Sharon Stone.

The clip begins with an American tourist sheepishly approaching a hotel front desk. After hesitating, he quietly says, “I’m American.” The clerk pauses, steps out, and gives him a warm, unexpected hug. A bold red button reading “Free Hugs” flashes beside them. The message is simple: visitors aren’t just welcomed — they’re embraced.

Originally designed to target U.S. travelers, the ad was created by Tourisme Cantons-de-l’Est in response to a noticeable drop in American visitors in recent years. It’s part of a broader strategy to rebuild cross-border goodwill in light of political and economic tensions between Canada and the U.S.

Since its release, the video has sparked an outpouring of affection online. Comments range from emotional to light-hearted, with one viewer writing, “This made me tear up — and I’m in Texas!” Others praised the campaign for its kindness and humour during an era often marked by division.

“This ad really hit home,” said a Vermont-based fan who plans to visit the region later this summer. “It reminded me why I love traveling to Quebec — the people, the charm, and now… the hugs!”

Tourisme Cantons-de-l’Est says the video has already translated into increased web traffic and early bookings for fall. Officials say they are encouraged by the overwhelming reaction and plan to expand the campaign in the coming months.

Local businesses have also felt the effect. One innkeeper in Magog noted a rise in calls from American tourists, many referencing the video directly. “It’s a beautiful thing,” she said. “People are hungry for connection.”