More than 48 U.S. destination exhibitors gathered in Toronto and Montreal for the inaugural Brand USA Travel Week, marking a record-sized delegation despite a dip in overall Canadian visitation to the United States.
Record Delegation Highlights U.S. Tourism Push
“This is a record-sized delegation,” said outgoing Fred Dixon, president and CEO of Brand USA, during media day in Toronto. “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.”
Brand USA’s latest online study shows the United States remains an urban destination for Canadian travellers, and Canada stayed the second-largest source market for international travel to the United States, delivering over 16 million visitors last year.
Canadian arrivals to the U.S. rose year-over-year from May through August, a trend Dixon linked to upcoming air-service expansions planned for 2027.
New Air Routes Signal Growth
Air Canada will add routes linking Canadian cities to Louisville, Indianapolis and Newark, while United Airlines introduces service from Newark and Denver. These additions aim to accommodate the uptick in cross-border travel.
“Those signals provide some context and that is why today matters,” Dixon noted, emphasizing the role of connectivity in sustaining visitor flows.
The delegation included a strong showing from the state of Texas.
Keeping Canadian Destinations Front 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,” Dixon shared. “We recognize the value of maintaining these strong relationships, these strong friendships and partnerships in the market, particularly in a changing environment.”
Future Initiatives and Leadership Change
Brand USA announced new episodes of its “American Originals” series, which spotlight the people, places, and cultural landmarks that shape U.S. travel experiences.
“Rather than simply showing travellers where to go, we are offering a deeper understanding through the voices and the perspectives rooted in each community,” Dixon said.
Key upcoming celebrations include the 200th anniversary of American railroading in 2027 and the centennial of Route 66, both slated as focal points for next year’s promotions.
The next International Travel Week will be held in New Orleans from May 2–6, continuing the program’s rotating-city format.
Dixon, who will return to his former role at New York City Tourism + Conventions, thanked attendees for their partnership during his tenure.
“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.