by Jen Mallia
Last updated: 11:05 AM ET, Mon November 2, 2026
Brand USA, the destination marketing organization for the U.S. held its inaugural Travel Week from Oct 26-29 in Toronto and Montreal. The event hosted more than 2,000 prescheduled meetings with 60 U.S. partners and 160 Canadian travel trade and media representatives.
While travel to the U.S from Canada remains soft, Canada is still an important market and the event was aimed at reassuring industry members that travellers are still welcome south of the border, despite tough economic and political talk from Washington.
"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."
The event, an extension of Brand USA’s Travel Week series held in the U.K. and Europe, India, and Latin America is an evolution of the former Canada Connect conference Brand USA has held in the past. This year the organization is touting 64 percent more U.S. exhibitors and 79 percent more Canadian buyers than in 2025, which created additional opportunities for business development and industry collaboration.
In addition to the prescheduled appointments, the event held market insights sessions, and networking opportunities designed to strengthen connections between U.S. exhibitors and Canadian travel partners. There was also an executive roundtable that 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. Hosting Travel Week events in Montreal and Toronto aimed to engage both English- and French-speaking audiences.
Brand USA says the Association of Canadian Travel Agencies and Travel Advisors (ACTA) was a key partner in reaching travel agencies and advisors. Suzanne Acton-Gervais, ACTA president 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.'
Brand USA also shared the following updates and resources:
- 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.
- 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.
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