TORONTO — These are tough times for Brand USA but the national destination marketing organization remains committed to the Canadian market.

Word of layoffs at Brand USA, first reported in Skift, comes just a couple of months after the DMO saw its budget slashed by from US$100 million to $20 million by the U.S. administration.

Reached this morning for comment, Chris Heywood, SVP, Public Relations & Chief Communications Officer at Brand USA, told Travelweek: “Canada remains a vital market for the U.S. and our destination partners.”

Heywood also shared Brand USA’s official statement about the recent layoffs.

“Brand USA recently completed a corporate reorganization that streamlines operations and combines departments to better align with current budget realities and strategic priorities. As part of this restructuring, approximately 15% of our work force was reduced. This reorganization strengthens our operational efficiencies.

“As part of our ongoing commitment to maximize tourism promotion effectiveness, we are also realigning our marketing investments to focus on high-impact initiatives. This includes transitioning from GoUSA TV to prioritize our new ‘America the Beautiful’ platform and other strategic content solutions that deliver stronger engagement and reach for promoting the nation to international audiences.”

“We are having very positive dialogue with the Administration and they are supportive, which makes us feel very positive about the future.”

Heywood connected with Travelweek this past spring for an interview that underlined Canada’s importance. “Without the Canadian travel market, we don’t have a vibrant tourism industry in the way that we would have otherwise,” he said in that interview.

Brand USA also provided an operations update at its July 2025 board meeting.

Brand USA’s activations in this market included last night’s TIFF screening of the new movie Eternity, with a welcome reception followed by a red carpet experience and the film.