Brand USA Launches Inaugural Travel Week in Canada
The event brought a delegation of 48 U.S. exhibitors to Toronto and Montreal to strengthen cross-border tourism ties.
Updated on Oct. 29, 2026 in Canada
Live Poll
Are you planning international travel to the United States in the coming year?
Brand USA held its inaugural Travel Week across Toronto and Montreal this October to bolster tourism engagement with Canada. The event featured a delegation of 48 destination exhibitors focused on maintaining the U.S. as a top-of-mind travel choice.
Why it matters
Canada remains the second largest international source market for U.S. travel, making these high-level promotional events critical for sustaining visitor growth. The initiative aims to solidify existing relationships and highlight cultural landmarks despite shifting travel environments.
Canada supplied over 16 million visitors to the U.S. in 2025, serving as the second largest international travel source. A record delegation of 48 U.S. destination exhibitors participated in the inaugural event.
The players
Brand USA
This is the destination marketing organization for the United States that works to increase international visitation.
Air Canada
This is the flag carrier and largest airline of Canada which is expanding its U.S. route network in 2027.
United
This is a major American airline that provides international flight services and is expanding its service routes.
The details
Brand USA facilitated a series of media days and professional meetings to connect destination representatives with Canadian market partners. The organization also promoted U.S. cultural tourism through its American Originals video series.
Timeline
Canada provided over 16 million visitors to the U.S. in 2025.
Canadian arrivals to the U.S. increased year-over-year from May through August 2026.
The inaugural Brand USA Travel Week was held in October 2026.
New air service routes to the U.S. will be added by airlines in 2027.
The next IPW event is scheduled for May 2 to May 6, 2027.
Travel Outlook
The inaugural Travel Week event follows the pattern established by the IPW annual travel trade show, which serves as the industry standard for international tourism summits. This expansion reflects a broader strategy to secure U.S. market share in the competitive North American travel sector.
Travelers can look forward to expanded flight options with new air service routes to Louisville, Indianapolis, and Newark beginning in 2027. These additions will improve connectivity between major hubs, potentially streamlining travel logistics for future cross-border trips.
The takeaway
Maintaining consistent engagement with the Canadian market remains vital for U.S. tourism interests. Travelers should watch for new route announcements in 2027 that will make accessing American destinations more convenient.
What happens next
The next major industry meeting, the IPW event, is scheduled to take place in New Orleans from May 2 to May 6, 2027.
Further reading
Learn more about travel trends and official guidance in Canada.
Source note: This article includes information reported by TravelPress.
Live Poll
Are you planning international travel to the United States in the coming year?
