A record-sized U.S. delegation on location for the inaugural Brand USA Travel Week in Canada

While overall visitation from Canada to the U.S. is down amidst geopolitical tensions, a strong showing of 48 destination exhibitors took part in the inaugural Brand USA Travel Week this week in Toronto and Montreal.

“This is a record-sized delegation,” shared Fred Dixon, the outgoing president and CEO of Brand USA during media day in Toronto yesterday. “We know many neighbours are approaching travel to the U.S. differently than they have in the past. At the same time our research shows that interest remains incredibly high. According to our latest online study, the U.S. is still an urban destination for Canadian travellers. Canada also remains the second largest source market for international travel to the United States, accounting for over 16 million visitors last year.”

The U.S. delegation included a strong showing from the state of Texas

Notably, Dixon shared that Canadian arrivals to the U.S. increased year-over-year from May through to August.

“We’re also seeing numbers reflected in the air service planned for 2027,” he shared. “Air Canada will add routes connecting to Louisville, Indianapolis, and Newark, while United introduces service from Newark and Denver. Those signals provide some context and that is why today matters.”

Members of the Discover America Committee with Brand USA

Although the destinations on hand recognized that travellers may not come immediately, they made it a priority to keep the destinations top of mind.

“Canada has always been one of the most important markets to the United States, and that is more important to say today than ever before,” he shared. “We recognize the value of maintaining these strong relationships, these strong friendships and partnerships in the market, particularly in a changing environment.”

Andrea Blankenship and Julie Dufault of the Colorado Tourism Office

Announced at IPW, Brand USA continues to release more episodes in its American Originals series highlighting the people, places, traditions, and cultural landmarks that originated unique styles, sounds, and tastes across the country.

“Rather than simply showing travellers where to go, we are offering a deeper understanding through the voices and the perspectives rooted in each community,” he said.

Monica Mitchell and Brigitte Bélanger-Warner from Virginia Tourism Corporation 

Marking the 200th anniversary of American railroading in 2027 and continuing on the 100th anniversary celebrations of Route 66 are some of the key highlights for the next year. The next IPW will be held in New Orleans from May 2-6th.

Dixon, who is returning to his previous role at New York City Tourism + Conventions, took the time to thank those in attendance for their partnership during his tenure.

Susan Webb, the president of Discover America Canada, with Andrew Ricketts, representing Fort Myers – Islands, Beaches and Neighbourhoods 

“This is my last event as the CEO of Brand USA and I want to thank you all for your partnership and your friendship. I’m putting on another hat — and I look forward to continuing all these relationships. But having you here this week has really meant a lot to all of us,” he shared.

For more on Brand USA Travel Week, check out Travel Courier later today.