Brand USA announced that the inaugural Brand USA Travel Week Canada will be staged in Toronto and Montreal from October 26 to 29, 2026.
The official destination marketing organization of the United States is undertaking a marketing drive to boost Canadian visitation, which has declined significantly due to geopolitical and trade-related tensions over the last year and a half.
This constitutes the latest evolution of Brand USA’s longstanding Canada Connect program, putting it under the umbrella of the Travel Week program (also operated by Brand USA in Europe, the U.K., India and South America).
The Brand USA Travel Week Canada event will feature pre-scheduled travel trade and media appointments, plus market insights, and networking opportunities designed to connect U.S. exhibitors with Canadian travel trade professionals and journalists.
According to a statement to media, in addition to the week’s programming, a “CEO roundtable will bring together senior leaders from the U.S. and Canadian travel industries to discuss shared opportunities to strengthen collaboration and inspire future visitation to the United States.”
Brand USA pointed to a modest projected uptick in U.S. visits by Canadians. Tourism Economics forecasts 16.7 million Canadian visitors to the U.S. in 2026, an increase of 4.4 percent from 16 million in 2025. However, Statistics Canada’s latest data still reflects “a persistent shift away from the United States by Canadian residents in their travel preferences,” despite a slight increase in year-over-year transborder travel reported in June.
It’s a shift Brand USA is hoping to counter. "Canada has always been essential to the United States' travel economy, and the expansion of Brand USA Travel Week deepens our engagement with partners in the market who help shapе travel decisions every day," says Fred Dixon, president and CEO of Brand USA. "By bringing our signature event to Canada, we're aligning our engagement under one unified platform to strengthen collaboration and keep the United States top of mind for Canadian travelers."
Registration for Brand USA Travel Week Canada is now open. Additional information is available at brandusaevents.com/event/TWC2026
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