News Release

WASHINGTON, D.C. (September 8, 2025) – Brand USA, the nation’s destination marketing organization, is proud announce its partnership with the Toronto International Film Festival (TIFF) as an official sponsor to mark the festival’s 50th anniversary from September 4–14, 2025. For a second consecutive year, this ongoing partnership highlights the enduring connection between film and travel, with set-jetting emerging as one of the most influential global travel trends of 2025.

“Canada continues to be our top international visitation market,” says Jackie Ennis, Vice President, Global Trade Development at Brand USA. “It is an honor and a privilege to continue our partnership with TIFF in its 50th year to celebrate the festival’s legacy and reinforce our ongoing commitment to Canadian travelers. We hope to inspire them to explore new U.S. destinations and experiences, and to return and rediscover the places they’ve always loved.”

BRAND USA ACTIVATES ONGOING TIFF PARTNERSHIP

On the opening weekend of the festival, Brand USA welcomed an exclusive group of 40 of Canada’s leading lifestyle and travel media, along with key travel trade partners, to a premier screening of Eternity, tapping into film as a powerful medium of inspiration, connecting and storytelling. This curated experience served as an innovative showcase of the signature allure of the United States, seen through the dynamic lens of pop culture and film. By connecting cinematic storytelling with real-world destinations, the event underscored the deep emotional connection audiences have with places they first encounter on screen. It was a celebration of how the United States continues to inspire curiosity, creativity, and cross-border travel through the universal language of storytelling.