Brand USA Travel Week Canada Marks Successful Debut with Expanded Industry Engagement
Canadian travel trade professionals and U.S. partners meet for one-on-one business appointments during the inaugural Brand USA Travel Week Canada.
TORONTO (October 29, 2026) — Brand USA, the destination marketing organization for the United States, concluded its inaugural Brand USA Travel Week Canada. Held Oct. 26–29 in Toronto and Montreal, the event welcomed nearly 60 U.S. partner organizations and more than 160 Canadian travel trade and media representatives from across the country, generating more than 2,000 prescheduled business appointments.
Building on the foundation of its former Canada Connect event, Brand USA expanded Travel Week to Canada in 2026, joining its established international series in the U.K. and Europe, India, and Latin America. The expanded format attracted 64% more U.S. exhibitors and 79% more Canadian buyers than in 2025, creating additional opportunities for business development and industry collaboration.
“Canada is one of the most important international markets for the U.S., and there has never been a more important time to engage directly with the travel trade and media,” said Fred Dixon, president and CEO of Brand USA. “Our decision to bring Brand USA Travel Week to Canada was intentional, reflecting our long-term commitment to this market. With nearly 60 U.S. partner organizations joining us, we’re fostering meaningful dialogue, sharing market insights, and strengthening the relationships that turn travel interest into future visitation and long-term economic opportunities for communities across the United States.”
Throughout the week, participants engaged in prescheduled business appointments, market insights sessions, and networking opportunities designed to strengthen connections between U.S. exhibitors and Canadian travel partners. An executive roundtable brought together senior leaders from the U.S. and Canadian travel industries to discuss shared opportunities for collaboration, and a dedicated media track on Wednesday, October 28, in partnership with Discover America Canada, engaged Canadian travel media with new stories from across the United States. The dual-city format ensured the program reached partners across both English- and French-speaking Canada.
The Association of Canadian Travel Agencies (ACTA), the national voice of Canada’s travel agency and advisor community, was a key participant in this year’s program, helping connect U.S. exhibitors with the travel advisors who shape Canadian travel decisions every day.
Suzanne Acton-Gervais, president of the Association of Canadian Travel Agencies and Travel Advisors (ACTA), said, “Travel is a powerful connector of people, cultures and communities, and an important economic driver supporting businesses and jobs on both sides of the Canada–U.S. border. The United States offers an extraordinary diversity of destinations, each with its own character, experiences and stories to share. Canadian travel advisors play an essential role in helping travellers explore these opportunities and make informed choices. Brand USA is a valued partner of ACTA, and we appreciate its continued commitment to the Canadian travel industry. Travel Week Canada demonstrates the value of bringing our industries together, strengthening partnerships and creating opportunities for meaningful collaboration that will serve our travel communities well into the future.”
With 16 million visitors in 2025, Canada remains the second-largest source market for international travel to the United States, reflecting the strong cultural, geographic, and economic ties between the two countries.
According to the National Travel and Tourism Office, Canadian arrivals to the United States increased year over year for four consecutive months from May through August 2026. Leading indicators point to continued growth in September, with preliminary data showing an 8% increase in overnight land trips, marking a fifth consecutive month of growth. Air trips also rose nearly 12% year over year, while FlightHub reported a 15% increase in searches for travel to the United States compared with September 2025.
Brand USA Travel Week Canada 2026 was supported by the following sponsors and partners: Air Canada and WestJet.
WHAT’S NEW IN THE USA IN 2027
Transborder air connectivity continues to expand in 2027 with six new nonstop routes from Canada to the United States. Multiple new nonstop route announcements and expanded service will increase connectivity from 16 cities in Canada to 50 different destinations across the U.S.
Brand USA Travel Week Canada also provided an opportunity to share updates on new developments, upcoming events, and anniversaries taking place across the United States in 2027 and beyond, including:
- What’s New in the USA for 2027, from hotel openings and attractions to culinary and cultural experiences.
- 200 Years of American Rail, marking the bicentennial of U.S. passenger rail in 2027.
To learn more about Brand USA, visit TheBrandUSA.com.
About Brand USA
Brand USA is the nation’s destination marketing organization, dedicated to attracting legitimate international inbound travel to strengthen the U.S. economy, increase exports, create quality jobs, and promote community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a top global destination while providing current visa and entry information.
Over the past 13 years Brand USA has driven 11.3 million additional international visitors who spent $38.1 billion in the United States, leading to $82.9 billion in total economic impact and sustaining an average of more than 40,000 jobs each year. These efforts have generated nearly $11 billion in attributable tax receipts at the federal, state, and local levels.
