TORONTO — There’s a brand new trade manager for Brand USA in this market.
Marion Certain is based in Toronto and she’s the go-to travel trade connection for Brand USA in Canada. Certain recently arrived here from Paris, where she served as Brand USA’s trade manager for France.
The Canadian travel industry lost a good friend and stalwart champion for this market when Brand USA’s Casey Canevari passed away in April 2025. Certain knew Canevari, and she knows the key role the travel trade plays in generating inbound visitation for the U.S. Especially these days.
“She’s very familiar with who we are and what we do. She also knew Casey really well,” said Jackie Ennis, VP, Global Trade Development, Brand USA. “We’re delighted that Marion will be here in Canada, working with the travel trade industry, working with the airlines.”
Certain, who is bilingual, can hit the ground running, said Ennis, speaking at Discover America Canada’s AGM yesterday.
“VERY CONSCIOUS OF HAVING THE RIGHT TONE”
Of course these are tumultuous times for inbound travel to the U.S., especially from Canada. Ennis offered her take.
“It’s been an interesting year for Brand USA in the Canadian market, and we are very happy to say that, although the numbers certainly in 2025 have suffered a serious decline from the Canadian market into the United States, it’s also true that that still means more than 16 million visitors a year from Canada go to the U.S.,” said Ennis. “As our second largest inbound market, Canada is still critically important, and it’s vital for Brand USA to have a presence in Canada.”
Ennis said Brand USA has been “very conscious of having the right tone in the market, and being appropriate given the landscape.” At the same time, she said, “we’re also very confident that there is still strong travel desire to come to the U.S. Canada remains a priority for us at Brand USA.”
Brand USA’s trade events include Canada Connect. Last year there were two editions, one for eastern Canada, and one for the west. As reported earlier, this year’s Canada Connect will take place in Toronto and Montreal, Oct. 26 – 29. “The first three days will be in Toronto, and the final day will be Montreal. So we’re very happy about that,” said Ennis.
Close to 100 U.S. destinations and partners are interested in coming to Canada to connect, she added. “I think that truly highlights the level of significance and importance that Canada has in our marketplace.”
Discover America Canada’s President, Susan Webb, VoX International
EXPEDIA’S BIRD’S EYE VIEW
Keynote speaker Raina Williams, Sr. Regional Manager, Expedia Group Media Solutions and VP, DAC, shared her insights on what Expedia is seeing to the U.S. from the Canadian market.
“We don’t have all the answers at Expedia, but we do have a pretty good bird’s eye view of what’s happening, where traveller sentiment is, where the searches are happening,” said Williams.
Expedia’s ‘Unpack ’26’, with data from 24,000 digital travel shoppers across 18 countries, including first-party data powered by Expedia hotels.com and Vrbo, as well as social media and insight studies, outlined trends including sports travel, and wellness travel, and how spending time with family through trips and travel is more of a priority now than ever for travellers.
“This is a huge year in 2026 for sports, with FIFA coming to the U.S. and Canada as well as Mexico,” said Williams. “But even more than that, people are increasingly looking for travel experiences with sporting events that are more immersive, cultural, that offer a connection the rituals within those destinations. We found that 57% of travellers say that they’re likely to watch a local sporting event when travelling.”
Whatever the motivator, even if some Canadians aren’t travelling to the U.S. right now, they’re still on some level dreaming of the day that they do. And U.S. destinations and companies selling U.S. travel spots would do well to keep that in mind. “The search is high, and it is really strong,” said Williams. “Whether they decide to make that booking in 2026 or not, you’re definitely positioning yourself well, if you can stay in front of the Canadian traveller.”
She added that “relaxing, enjoying time with family, sporting events, music – these are all the things that are resonating with Canadians, these emotional and social motivators. These are the number one drivers, with 76% saying their travel decisions are based on relaxing and unwinding, sharing meaningful experiences and being able to spend time with friends and family.”
That said, price is still king. “We’re a Canadian market where the currency is definitely a factor. It is still driving attention of Canadians to make that travel decision. 62% are looking for deals and price, identifying as price conscious, prioritizing value for money, and then weather, of course, and timing.”
Suppliers may not see bookings happen overnight,”but keeping top of mind and in front of Canadian travellers is really going to make a difference long-term,” said Williams.
“Canadian [travel] inspiration is derived from meaningful experiences and time with family. Think about your imaging. Think about how you’re positioning yourself. What’s driving Canadians to make that travel decision hasn’t changed from before. It’s really about spending time with family.”
Jackie Ennis, VP, Global Trade Development, Brand USA (left) and Marion Certain, trade manager, Canada for Brand USA (right)
DAC 2026 BOARD MEMBERS
Discover America Canada’s board members for 2026 are …
- President: Susan Webb, VoX International
- Vice President: Raina Williams, Expedia Group Media Solutions – Canada
- Vice President: Viktor Spysak, Air Canada
- Secretary/Treasurer: Stephen Fine, Snowbird Advisor
- Director: Sana Keller, Pulse Communications
- Director: Greg Marshall, Founder, Genesee Journeys
- Director: Colin Wood, VoX International
Lead image caption: Greg Marshall, Genesee Journeys; Stephen Fine, Snowbird Advisor; Susan Webb, VoX International; Colin Wood, VoX International; Raina Williams, Expedia Group Media Solutions – Canada; Viktor Spysak, Air Canada (all photos courtesy Annie Cicvaric)
