TORONTO — With a bit of much-welcome momentum for Canadian visits to the U.S., Brand USA and its many partners are making the most of the ‘quiet tourism’ cross-border travel trend, with a renewed push for more Canadian travellers.
Fred Dixon, President and CEO, Brand USA
There were no apologies at yesterday’s Brand USA Travel Week event in Toronto – and for many attendees, that was just fine. While political tensions are still high, U.S. tourism boards are looking forward, not back. Millions of Canadians are still holding off on cross-border travel amid 51st State rhetoric – but plenty of others are quietly making the trek, and Brand USA and its partners are ready. The latest year-over-year numbers from StatCan show two months of back-to-back increases in both car and air travel from this market south of the border.
“Our commitment to you is solid, and real,” said Brand USA’s President and CEO, Fred Dixon, at yesterday’s event at 1 King West. It was the second of a two-day stint in Toronto before the delegation headed to Montreal. The rebranded Oct. 26 – 29 series, formerly known as Canada Connect, 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.
Dixon has noted that 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.”
Brand USA Travel Week Canada, with presenting sponsor Air Canada, featured pre-scheduled appointments between U.S. exhibitors and Canadian travel advisors and media, along with market insights sessions and networking opportunities.
Opening yesterday’s media event, Dixon said the size of the delegation was a record-breaker, and noted that the participation “reflects the value we collectively place on the Canadian market and the importance of maintaining strong relationships between our two countries.”
Brand USA is rolling out its American Originals series, with the first four videos now live, and more coming, including a Nov. 2 debut of the next American Originals episode highlighting the 100th anniversary of Route 66.
After more than two years leading Brand USA, Dixon is returning to NYC Tourism + Conventions as President and CEO, effective Dec. 1. “I’m putting on another hat but I’m looking forward to continuing these relationships,” said Dixon.
Discover America Canada’s President, VoX International’s Susan Webb, was thrilled with the small but vital upticks in Canadian visitation to the U.S. “We hope that things are going to change very quickly,” she said.
What’s new with favourite state, cities and counties south of the border? Read on for all the latest updates from yesterday’s Brand USA Travel Week event.
TEXAS
Texas is maintaining its commitment to Canada, its second-largest international source market, following a barely-there decline in Canadian visitation, just 1% down in 2025. “When you look at the 20% drop in Canadians going to U.S. overall, we’re thrilled with that number,” said Rosalyn Hunter, with VoX International, representing Travel Texas in the Canadian market. ”It shows you there’s a lot of quiet tourism going on.”
The state benefits from nonstop lift from Canada into major gateways including Dallas-Fort Worth, Austin, Houston and San Antonio. Carriers include Air Canada, Porter, WestJet, American Airlines and United Airlines, with Porter’s new Toronto-Austin route reportedly performing well after launching May 1, said Hunter. Fly-drive holidays are particularly popular. Meanwhile Galveston is the fourth-busiest cruise port in the U.S.
Despite the broader challenges facing U.S. tourism, the state has maintained its Canadian marketing efforts.”Travel Texas is standing committed and remains committed to the market,” said Hunter. “We see the value in it, and we want to let Canadians know that when folks are ready to come back, we’re here.”
Debra Bustos and Rosalyn Hunter, Travel Texas
ORLANDO
Tania Kedikian, Visit Orlando
Orlando and its theme parks will always attract Canadian visitors, but Visit Orlando wants travel advisors to introduce clients to the destination’s wider range of experiences too. DCI’s Tania Kedikian, representing Visit Orlando in the Canadian market, says theme parks can be combined with outdoor adventure, sports travel, dining, wellness and more.
In 2025 Orlando welcomed 1,119,300 Canadian visitors. Direct lift is steady with Air Canada, WestJet and Porter. New hotel developments include 270 new villas with Villatel Orlando Resort, and the first Apartments by Marriott Bonvoy Resort in the U.S. Other recent hotel openings include Universal Helios Grand Hotel, Universal Stella Nova Resort and Universal Terra Luna Resort. Orlando has nearly 500 hotels, and more than 133,000 rooms.
Earlier this month Visit Orlando named Adam Rogers as VP, travel industry sales, leading Visit Orlando’s global travel industry sales including the strategy for Canada.
SNOHOMISH COUNTY, WA
Located between Vancouver and Seattle, Snohomish County is positioning itself as an affordable alternative to larger Pacific Northwest cities, with hotel rates approximately 35% to 40% lower than those in Seattle and Portland, said Snohomish County’s Richard Porter. The destination’s appeal lies in its range of experiences, from Puget Sound whale watching and mountain adventures to aviation history and family attractions. Visitors can tour Boeing’s manufacturing facility, explore Mount Baker or visit Funko’s flagship store in downtown Everett, which Porter likened to a theme park. Speaking of theme parks, the Boeing factory is so big – at 472,370,319 cubic feet – that all of Disneyland could fit inside. Other top draws in Snohomish County: glamping, forest bathing and wellness. Plus rail access to Seattle means the destination lends itself to longer Pacific Northwest itineraries, including pre- and post-cruise stays.
MAINE
Elaine Theriault-Currier, Maine Office of Tourism
Canadians who have Maine on their radar – mostly repeat visitors – typically return to the same spot every year. “People don’t take us for granted, but they’ve been coming for 20 years and maybe they don’t know everything Maine offers,” said Elaine Theriault-Currier with the Maine Office of Tourism. Here’s a fun fact: Maine shares more borderline with Canada than the U.S. The state is pleased with recent visitor figures from Canada. “We saw the five consecutive months of increases. The drive market came back a lot stronger, which makes sense because there aren’t any direct flights from Canada,” said Theriault-Currier.
That said, there are plenty of direct flights into Boston, just a two-hour drive from Portland, ME. “Portland is thriving,” she said. “We were named the top USA city for food in 2026. We keep getting accolades for our culinary scene. We were doing farm-to-table before it was a thing.” Maine is also home to Acadia National Park, the only national park in New England.
CALIFORNIA
Visit California’s Danielle Noel said the state is “slowly starting to see some positive growth. Canada is still Visit California’s number two international market. August was the first month with a year over year increase, and the projections are for continued increases. It’s been encouraging to see.”
Last year’s ‘California Loves Canada’ campaign was a big success. Timing is everything. “We tried to jump in as quickly as possible. We thought it was so important to have that message out there to our Canadian visitors. It was quite effective,” said Noel.
Sports travel is big for California, with two major events – Super Bowl LXI taking place Feb. 14, 2027 at SoFi Stadium, and the LA28 Summer Olympic Games coming up July 14 – 30, 2028.
For travel advisors, Visit California offers Club California training, while the destination continues expanding its luxury offerings and promoting family travel.
ALABAMA
Laura Hicks, Alabama Tourism Department
The Alabama Tourist Department’s Laura Hicks summed it up: “Flat is the new normal.” The state continues to work hard to attract Canadians, its number one international source market, and it’s hoping for a boost from Air Canada’s spring 2027 launch of new YYZ flights into Louisville, KY, a six-hour drive from Birmingham, AL. “We are the heart of the south. We provide rich experiences at incredible value. Rich cultural experiences especially with the Civil Rights history. And you have rich food and rich history and music too. I think people sometimes don’t know what to expect when they come, but they fall in love with it,” said Hicks. Culinary tourism is a focus for 2027.
OREGON
Elena Vizzini, Travel Oregon
Oregon is promoting rail travel, culinary tourism and accessibility as key hooks for Canadian visitors. The Amtrak Cascades train linking Vancouver, B.C., and Eugene, OR, via Seattle and many other stops on the 10.5 hour journey, is great for “trip snacking”, i.e. short getaways, said Travel Oregon’s Elena Vizzini. Portland’s culinary scene is also entering a new chapter. The James Beard Public Market, named for the Portland-born culinary legend, is scheduled to open in fall 2027 with more than 40 vendors showcasing Oregon food and producers.
Accessibility is also a growing priority for the state. Oregon has the first state-wide ‘Wheel the World’ designation. “We built a campaign around that, with tours and packages. Accessible travel is a rising trend, and people are realizing how many people in their lives are impacted by accessible travel needs,” said Vizzini.
SAN ANTONIO
Dee Dee Poteete, Visit San Antonio
Great news for San Antonio: Air Canada’s seasonal SAT service from Toronto, 3x weekly in 2026, will increase to 4x weekly when the route re-starts in May 2027. With all the news about Canadian airlines scaling back U.S. capacity, the boosted service is a big win for the Texas favourite.
Meanwhile the multimillion dollar redevelopment of The Alamo is more than halfway complete, with the final major component, the Alamo Visitor Center and Museum, scheduled to debut in spring 2028.
Visit San Antonio’s Dee Dee Poteete also shared hotel news, including word that the historic El Tropicano River Walk Hotel will reopen soon as Sítio El Tropicano. Other new offerings include the revived El Tropicano Riverwalk Hotel and Perlen House, scheduled to open in May 2027, and The Monarch which opened earlier this year. Meanwhile Morgan’s Hotel is also expected to open in 2027, building on the destination’s reputation for accessibility through Morgan’s Wonderland.
SAN FRANCISCO
San Francisco is taking a long-term approach to the Canadian market, said DCI’s Hannah Lajara. “We’re focused less on short term fluctuations, and we’re looking at the big opportunities for the years ahead.” Next year is a big one for the city, as it marks the 60th anniversary of the Summer of Love. Lajara said travel partners are developing experiences around the anniversary, including walking tours, food tours and more.
NORTH ALABAMA
Want to know what fellow airline passengers leave behind on their flights? Not only can you see it, you can also buy it. The Unclaimed Baggage Center, in business since 1970 and the nation’s only retailer of lost and unclaimed airline luggage, is in Scottsboro in North Alabama. Notable items from last year’s haul included diamond earrings valued at US$43,500, a bass clarinet valued at $17,500 and a Rolex worth US$35,000. Meanwhile mmusic lovers can explore the region’s recording heritage in The Shoals, once known as the Hit Recording Capital of the World. FAME Studios and Muscle Shoals Sound Studios have hosted artists including Aretha Franklin, Wilson Pickett, the Rolling Stones, Cher and Linda Ronstadt. North Alabama is also home to the U.S. Space & Rocket Center in Huntsville. “People hear about Houston and Cape Canaveral, but all the R&D happens here,” said Visit North Alabama’s Karen Beasley.
SOUTH DAKOTA
Kyler Flock, Travel South Dakota
South Dakota continues to position itself as a road trip and multi-destination market, particularly for travellers from Western Canada. “We’re all about those road trip vacations, and motor coach tours, especially multi-destination trips with places like Wyoming, Minnesota and Colorado,” said Travel South Dakota’s Kyler Flock. “We try to lean into that.”
South Dakota’s core Canadian market mostly draws from Alberta, Saskatchewan and Manitoba, with room for growth from other parts of Canada. “Through Brand USA and other initiatives, we’re marketing year round,” said Flock. From Ontario, most visitors fly to SD via Chicago, or Minneapolis.
Once you’re in Rapid City, “you’re close to six different national parks, monuments and memorials including Mount Rushmore. It’s a 30 minute experience, but visitors stay on in South Dakota for the wildlife, the drives, the national parks, the Dark Skies,” said Flock.
There’s also renewed interest in the state thanks to Netflix’s reboot of Little House on the Prairie, which debuted this summer. Laura Ingalls was born in Wisconsin, but moved to South Dakota with her family when she was 12 – as readers of the books no doubt remember.
FLORIDA
Shahfreen Elavia, Visit Florida
The always-strong Sunshine State has steady air access from Air Canada, WestJet and Porter. VISIT FLORIDA is gearing up for Florida Huddle, Jan. 23-27, 2027, in Kissimmee, plus a VISIT FLORIDA media mission is scheduled for December. On the trade side, VoX International’s Lee-Ann Goltz is hosting a FAM trip this week in Central Florida, with strong participation from Canadian travel advisors.
In 2025 Florida welcomed 3,174,000 Canadians – and so far in 2026, Q1 brought 1,053,000 Canadians to the state. New hotels include The Nora Hotel in West Palm Beach. The Boca Raton is getting a new golf course and club this fall. And more than 1,100 new rooms are coming online by late 2027 in St. Pete-Clearwater, with no fewer than 13 new properties launching throughout 2026 and 2027. Highlights include The Beachmaker Hotel, Autograph Collection (Madeira Beach); The Central Hotel, Autograph Collection (St. Pete); Harborview Hotel (Clearwater); Helios (Pass-a-Grille, St. Pete Beach); and Marriott Tribute Portfolio Hotel (Madeira Beach).
PHILADELPHIA
Philly is seeing “good numbers, steady at least, from Canada,” said Philadelphia CVB’s Valeria Ramirez Siller. And in this current climate, that’s something.
Highlights in the city include the new Philly Pride Visitor Center, new galleries at the National Constitution Center and the ‘Ministry of Awe,’ housed in a 19th century bank and billed as an immersive, interactive art experience. The Museum of the American Revolution will also celebrate its 10th anniversary in 2027.
May the force be with you: in February 2027 The Franklin Institute is scheduled to present STAR WARS: The Experience, an 18,000 square foot interactive space with more than 70 screen-used Lucasfilm artifacts, plus more than 100 action figures and rare prototypes. It’s guaranteed to be a blockbuster.
SANTA CRUZ COUNTY
Christina Glynn, Visit Santa Cruz County
Just 90 minutes south of San Francisco, Santa Cruz County combines California’s surfing heritage with outdoor adventure, coastal attractions and a growing food and wine scene. Visit Santa Cruz County’s Christina Glynn says the county’s compact size makes it appealing for visitors looking to experience several sides of California in one trip. “We’re 90 minutes south of San Francisco. We’re served by airports in San Francisco and San Jose, it’s very easy to get to. We’re also a 6 – 7 hour drive north from L.A.,” said Glynn. The historic Santa Cruz Beach Boardwalk, dating back to 1907, remains a signature attraction. “We’re also the birthplace of mainland surfing in the U.S., going all the way back to 1885. Even if you’re not a surfer, you can absorb that classic, laidback vibe,” said Glynn. New accommodation options include the 155-room La Bahia Hotel & Spa, located within walking distance of the boardwalk. The property features meeting and conference space and a glass-enclosed rooftop sauna.
FORT MYERS
Andrew Ricketts, Fort Myers Islands, Beaches and Neighbourhoods
There’s a rebirth in Fort Myers thanks to more hotels and resorts debuting beautiful new developments and rebuilds four years after Hurricane Ian struck the destination. “A lot of hotels took this time to clear the land, get permits, get new architectural designs and rebuild. Some were complete teardowns. And now they’re built to code, above sea level,” said Andrew Ricketts with Fort Myers – Islands, Beaches and Neighbourhoods.
On Sanibel Island, Shalimar Beach Resort has reopened following extensive redevelopment. Also on Sanibel, Beachview Villas now offers 22 Gulf-view villas. And on Captiva Island, Captiva Island Inn has reopened following a US$6 million rebuilding project.
Another major project: the reconstruction of the Fort Myers Beach pier, which was destroyed during the hurricane. The US$14.4 million project is now scheduled for completion in summer 2027.
Canadian air access remains a significant strength, said Ricketts.
Fort Myers has great lift. Air Canada offers twice-weekly service from Montreal and three daily flights from Toronto. Porter operates daily Toronto service, with Ottawa flights scheduled to begin Nov. 13 at three times weekly and Montreal service beginning Dec. 16 at four times weekly. WestJet also offers four weekly flights from Toronto.
“We have amazing connectivity. There is a lot of airlift. And the flights are full,” said Ricketts.
HOUSTON
Adel Grobler, Visit Houston
Not only is Houston the fourth largest city in the U.S., it’s also ‘a blue dot’ in a red state. That’s a key message for clients wary of visiting the U.S. amid Elbows Up. Visit Houston’s Adel Grobler said Houston offers a neighbourhood experience comparable to Toronto and many other Canadian cities, with distinct urban neighbourhoods with restaurants reflecting Houston’s many cultural communities, and cultural attractions.
The city is also home to NASA’s Johnson Space Center, the Houston Museum District and a range of big-brand and boutique hotels. Another major attraction: the annual Houston Livestock Show and Rodeo, a three-week event combining live music, shopping, food and livestock exhibitions.
Said Grobler: “Our visitation [from Canada] has not dropped. Houston is so welcoming. It’s the people that make this city.”
SALT LAKE CITY
Known as ‘America’s Mountain City’, Salt Lake City boasts a compact and walkable downtown, and an ideal combination of mountain adventure and city experiences. The city is looking forward to the Salt Lake Temple open house, April 5 – Oct. 1, 2027, a rare opportunity to see inside this incredible structure. Meanwhile the city’s convention centre is scheduled to begin a three-year renovation in September 2027, while locals gear up to host the 2034 Olympic Winter Games.
Also noteworthy: Rocky Mountaineer’s Denver to Salt Lake City route. “It’s been doing amazing. The occupancy is full,” said Visit Salt Lake’s Oakley Swint.
Salt Lake City offers access to four ski resorts within approximately 30 to 40 minutes of the city, alongside restaurants, nightlife and cultural attractions. Among the city’s luxury hotels is the 225-room Asher Adams, which opened in 2024 in the restored Union Pacific Railroad station. Other options include the 775-room Grand America Hotel and Hyatt Regency Salt Lake City, connected to the convention centre.
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Lead image caption (clockwise from left): Danielle Noel, Visit California; Brand USA and its partners in Toronto; Valeria Ramirez Siller and Abbey Hunton, Philadelphia CVB
