TORONTO — Brand USA is bringing its signature Travel Week event to Canada for the first time this fall, with Brand USA Travel Week Canada taking place Oct. 26-29, 2026 in Toronto and Montreal.
Formerly known as Canada Connect, the event brings Brand USA’s Canadian travel trade and media engagement under its global Travel Week platform, which already operates in the U.K. and Europe, India and South America.
According to Brand USA, the move represents the next phase of its long-term strategy to strengthen relationships in Canada, one of the United States’ largest international source markets. The decision to host the event in both Toronto and Montreal reflects the importance of engaging partners in both English- and French-speaking Canada.
“Canada has always been essential to the United States’ travel economy, and the expansion of Brand USA Travel Week deepens our engagement with partners in the market who help shape travel decisions every day,” said Fred Dixon, President and CEO of Brand USA. “By bringing our signature event to Canada, we’re aligning our engagement under one unified platform to strengthen collaboration and keep the United States top of mind for Canadian travellers.”
Brand USA Travel Week Canada will feature pre-scheduled appointments between U.S. exhibitors and Canadian travel advisors and media, along with market insights sessions and networking opportunities. The event will also include a CEO roundtable bringing together senior leaders from the U.S. and Canadian travel industries to discuss opportunities to strengthen collaboration and encourage future travel to the United States.
A dedicated media program will take place on Oct. 28 in partnership with Discover America Canada, highlighting new story opportunities across U.S. destinations for Canadian travel journalists.
Registration for Brand USA Travel Week Canada is now open. Click here for more details.
EXPANSION & RECOVERY
Brand USA has expanded the Travel Week format into several priority markets over the past year, including India and South America. Earlier this year, the organization launched Brand USA Travel Week South America in Rio de Janeiro, Brazil and introduced the platform in India, which it describes as the United States’ third-largest overseas source market.
The organization says Canada continues to be one of the United States’ most important international markets, supported by longstanding cultural, geographic and economic ties. According to Tourism Economics, Canadian visitation to the United States is projected to reach 16.7 million in 2026, an increase of 4.4% over the projected 16 million visitors in 2025.
Brand USA also pointed to encouraging signs of recovery in the Canadian market. Preliminary data for May showed overnight land arrivals from Canada were up 11% year over year, marking the first positive year-over-year growth in land arrivals in some time. While air arrivals remain slightly below last year’s levels, Brand USA says combined drive and air arrivals are expected to return to positive growth.
“Canadian travellers know the United States well, but there is still tremendous opportunity to inspire new trips, new itineraries, and new reasons to visit,” said Malcolm Smith, Senior Vice President, Global Markets and Chief Trade and Product Development Officer at Brand USA. “Travel Week Canada will give U.S. destinations a focused platform to connect directly with Canadian buyers and media, share what is new across the country, and build the partnerships that support future visitation.”
To register for Brand USA Travel Week Canada, click here. For more information about Brand USA, go to www.TheBrandUSA.com.
