Calling all Michiganders.

Trade wars and international tensions have discouraged many Americans from crossing the border into Windsor but a new initiative created by the Detroit-Windsor Tunnel and University of Windsor students aims to reconnect the border communities and reinvigorate Windsor’s tourism.

The 40-40 Campaign, as it’s called, showcases a diverse range of local businesses in the Windsor area, including everything from restaurants and coffee shops to record stores, theaters and other entertainment venues.

Those who venture across the border are encouraged to access the free digital passport available at 4040Windsor.com featuring exclusive deals and curated itineraries for those needing a little guidance.

Another travel incentive is the exchange rate. Though it can change at any time, right now every U.S. dollar is worth approximately 40% more in Canada.

“This is a unique opportunity for Michiganders to stretch their dollars while discovering all the charm, flavor and culture Windsor has to offer,” said Regine Beauboeuf, CEO of the Detroit-Windsor Tunnel, which is not only a vital link between the U.S. and Canada but a gate between neighbors who have shared a long history as friends.

At least 37,767 Canadians are living in Michigan, according to the Migration Policy Institute, and many of these residents still have family living in and around the Windsor area.

So, they know once you’re out of the tunnel you can travel toward the Detroit River and find a number of parks along the shoreline that not only provide a great view of the Detroit skyline but often the site of cultural events and festivals.

Also within a few blocks of the tunnel is Caesars Windsor Hotel and Casino and a kaleidoscope of neighborhoods lined with shops, cafes and eateries catering to the many cultures that make up Windsor’s diverse population.

Want to try poutine?

Make your way toward Ottawa Street and seek out Frenchy’s. The poutinery specializes in the Canadian delicacy that features fresh-cut fries, cheese curds and gravy and other garnishments.

Maybe it’s pizza or pasta you crave. Erie Street is home to a number of eateries who serve up spaghetti or Windsor’s famous thin crust pizza. A few may also be offering specials in the 40-40 passport.

Windsor Detroit Borderlink Limited (WDBL) is the operating arm of the Windsor-Detroit Tunnel Corporation, which manages the Windsor-Detroit Tunnel, the underwater tunnel that connects the two countries in Detroit. The WDBL manages the Canadian side of the tunnel, including the Canadian Tunnel Plaza and the maintenance of the tunnel tube.

Working with the WDBL to reimagine cross-border travel is Team Tunnel, a group of MBA (Master of Business Administration) students from the Odette School of Business at the University of Windsor. “‘Border City Born,’ we’re all about good food, cool shops, local gems, and finding new ways to connect Windsor and Detroit,” said Team Tunnel’s post on the 40-40 website. “This campaign is our way of shining a spotlight on Windsor, while giving you a little extra incentive to get out and explore.”

“We’re encouraging folks to grab a friend, take the tunnel, and explore Windsor’s hidden gems,” added Beauboeuf.

For more information, to access the passport, or to view participating businesses, visit 4040windsor.com.