TORONTO — There were handshakes, hugs, nods of understanding and even a few apologies from the tourism boards and attractions at the first stop of Brand USA’s Canada Connect East trade mission, as U.S. and Canadian partners reconnected amid unexpected and challenging times.
A full roster of 31 tourism boards and attractions welcomed trade media, travel retailers and tour operators at Toronto Marriott City Centre Hotel for yesterday’s event, with a circuit of speed-dating style meetings followed by a networking reception.
The key message? American tourism partners are standing by and more than ready to welcome Canadians whenever they’re ready to travel to the U.S.
U.S. Consul General, Baxter Hunt, welcomed yesterday’s participants, saying he was “really glad to see such a terrific turnout this year.”
He acknowledged the elephant in the room, telling attendees: “This is a challenging time in Canada-U.S. relations. We know that makes your job a little more challenging. And that’s why this trade mission is so important.”
Hunt added that “a significant decline in overnight stays by Canadians would mean billions of dollars in lost revenue. And it’s not just about money and jobs. It’s also people-to-people ties, and unique attractions, and natural wonders.”
Hunt said he was also happy to see outreach from the U.S. travel and tourism community, from Detroit’s love letter to Canadian visitors, to Palm Springs’ ‘We Love Canadians’ banners, special deals for Canadians from destinations including Hawaii, Ft. Lauderdale and Virginia Beach, and California Gov. Newsom’s recent shout-out to Canadian travellers.
The Canada Connect delegation is now heading east for Montreal on May 1.
Travelweek connected with all the tourism boards and attractions at yesterday’s event, and we heard everything from destination and product updates, to heartfelt wishes of welcome for Canadian travellers. More often it was a mix of both …
Explore Charleston
Ike High, Assistant Director of Leisure Travel & Business Travel
“We have direct flights with Air Canada, five days a week. We’re very excited about those flights and it’s very important to us to keep that service. We’ve made it much easier for Canadians to come to Charleston. We love our Canadian visitors.”
Choose Chicago
Oscar Vela, Tourism & Global Development Manager, U.S. & The Americas
“I’m hoping we’ll be fairly resilient with Canadian visitors, Illinois is a blue state and Chicago is very welcoming. We’re seeing some cancellations, not in huge numbers but it’s definitely a conversation. We try to keep a really good relationship with our partners, so we’re trying to make things work by offering discounts as an incentive to keep the booking, or allowing groups to get their deposit back. Our partners have been very understanding. Chicago is hosting IPW this year and one of the pre-tours features a hard hat tour of the Barack Obama Presidential Center, opening in 2026.”
Visit Cincy
Maija Zummo, International Communications Manager
“Cincinnati is literally built on beer tunnels, thanks to the German beer barons who settled in the city in the 1800s. A big part of our population has German heritage and we’re known for our sausages and beer and breweries. Visitors can tour the underground beer caves and tunnels, the tours are very popular. For lift, on May 22 Cincinnati (CVG) is getting an Air Canada flight to Montreal, plus we currently have twice daily Toronto service, increasing to three times daily service starting May 22.”
Destination DC
Bianca Corallo, Global Tourism Manager
“The brand new ‘The People’s House: A White House Experience’ is an interactive experience and a great alternative to The White House. It offers an immersive journey through the history and legacy of The White House. In other news, the pandas have returned to the Smithsonian National Zoo, and we’re hosting World Pride this year, May 17 – June 8. Our annual Cherry Blossom Festival is always very popular. And in 2026 we’ll be celebrating ‘America 250′, we have a site dedicated to that very special upcoming event, at DC250.us. We’re an extremely liberal city. Most of us voted the other way.”
Grapevine CVB
Brian Hilterbrandt, Leisure Sales Manager
“Grapevine, TX is the coolest town ever. We’re just 23 miles from Dallas-Ft. Worth, but you’d never know it. Everything about this place is vintage Texas all the way. We’ve got craftsmen in town doing glass blowing, we have the Grapevine Vintage Railroad, Historic Nash Farm and so much more. If you’re coming into the metro Dallas area, stay in Grapevine, it’s not congested and it’s such a great value for hotel stays, with several big properties including the Gaylord Texan Resort. We’re also the Christmas Capital of Texas!”
Visit Houston
Star Gilani, Manager, Hospitality & Outreach
“Houston’s culinary scene is booming, the food is superb. Our Asiatown is giant, it’s five miles with tons of restaurants, plus we have the Gandhi District with Indian restaurants, shops and services. Houston is a very equal leisure / convention destination. We’re happy to welcome Canadians whenever they’re ready.”
Visit Kansas City & Explore St. Louis
Jenny Wilson, VP Tourism Development & Renee Eichelberger, Sr. Dir. Leisure Travel Sales
“Even with everything that’s going on, you still need to be in the market, so we’re going to keep up a presence here. We’re a very economical destination; state-wide, a lot of our attractions are either free or low cost. The hotel prices are lower too. With the exchange rate, it makes a big difference. Plus, St. Louis and Kansas City are just four hours apart. We might not be a first-time destination for visitors to the U.S., but a second or third time.”
Renee Eichelberger with Explore St. Louis and Jenny Wilson with Visit Kansas City
Kentucky Dept. of Tourism
Chenelle McGee, International and Group Director
“There’s so much opportunity for us in the Canadian market. We’re leaning into community-first, immersive experiences, like rock climbing and caving in Red River Gorge, and Dark Sky experiences in treehouses and domed villages. It’s an extremely neat side of Kentucky that maybe gets overlooked. Of course bourbon is our calling card and always will be. There are now more than 60 stops on the Kentucky Bourbon Trail, plus we have blend-your-own-experiences, distiller for a day programs, and much more. For flights, we have one flight per day with Air Canada out of Toronto, that’s going up to three flights per day in late May. Also the Montreal flight launches May 22.”
Chenelle Mcgee, Kentucky Dept. of Tourism
Visit Hershey & Harrisburg
Audrey Bialas, Director of Sales
“Group tours, family travel, snowbirds passing through, those are a big part of our Canadian market. Lancaster, Amish Country, Hershey, they’re all very family-friendly and just a six-hour drive from Toronto. Tours of the Pennsylvania State Capitol in Harrisburg are also very popular. Hershey is a feel-good brand and Hershey Chocolate World is a great sell.”
Visit Lauderdale
Paul Mason, Senior Manager, Global Trade Development
“Is it affecting us? A little bit but not as much as you might think. A lot of people were already booked, and already travelled. Our Canadian market typically tapers off by April. I think we’ll see some impact in the summer, and if the U.S. economy doesn’t improve then we’ll really feel it. We’re hoping things hold steady. We’re considered a safe haven for Canadians. What we’re hearing is, ‘we’ve come down to Fort Lauderdale for 20 years, we’re still coming, we’re going to leave politics at the door.’ In the meantime we’re already looking forward to Fort Lauderdale hosting IPW in May 2026.”
Los Angeles Tourism & Convention Board
Tamy Martelli, Regional Director, North America
“We’re a huge fan of sports tourism. Cosm Los Angeles opened in 2024, it’s an immersive entertainment venue with sports, concerts and entertainment events. Intuit Dome is the new home of the Los Angeles Clippers and it will host NBA All Star 2026. Crypto.com Arena has new VIP Tours. L.A. is also hosting Super Bowl in 2027, and the 2028 Summer Olympics. We’re riding the sports tourism trend.”
Memphis Tourism
Talisha Sims, Travel Trade Sales Manager
“This year we’re celebrating what would have been B.B. King’s 100th birthday with a big event Sept. 16-18 on Beale Street with lots of music artists, it will be very family friendly. Elvis Week runs Aug. 8 – 16, he would have been 90 this year. We love Canadians and there might be some booking incentives in the works.”
Talisha Sims, Memphis Tourism
Greater Miami CVB
Debra Lee, Director U.S., Canada & Cruise niche, Travel Industry Sales
“Our Q1 2025 was phenomenal, and we had a great Wave season, with MSC’s new terminal, and also the new MSC World America, there were lots of Canadians onboard. And just days later there was the launch of NCL’s Norwegian Aqua. I think now we’ll start to see a bit of a shift with the numbers. Forward bookings are a bit soft but I feel like we might get another boost in the fall, we might get our Canadian visitors back by then. We miss our Canadian friends.”
Visit Mississippi
Paula Travis, Director of Domestic and International Sales
“A lot to people fly into Nashville, then go to Memphis. We tell people, come see Tupelo too, that’s where Elvis was born. We have several cultural tours, including the Mississippi Blues Trail with 218 markers, the Country Music Trail, the Writers Trail and the Mississippi Freedom Trail. There’s also the GRAMMY Museum Mississippi, with a Taylor Swift exhibit through the end of August. Other highlights in Mississippi include Vicksburg National Military Park and Natchez with its beautiful historic homes.”
Visit Myrtle Beach
Bob Harris, EVP Sales & Rebecca Seeds, Canadian Account Manager
“We’ve had a good year, a few groups had to cancel but for the many groups that came, we worked hard to make their trips special. We didn’t know what to expect for this year’s CanAm Days (March 8 – 16, 2025) but we had good crowds for it. We want to make sure people know, loud and clear, that Canada is extremely important to us and has always been important. The core of our destination is hospitality. We may have to work harder for next year, we want to make sure Canadians feel welcome.”
Rebecca Seeds and Bob Harris with Visit Myrtle Beach
Nashville
LouAnna Henton, Senior Director, Tourism Sales
“The last 10 years have been monumental for Nashville. For a while demand was outpacing what was available in terms of hotel capacity, but we now have 60,000 hotel rooms. Nashville is home to 250+ live music venues in Nashville, plus there’s dining, drinks, culture, a little bit of everything. For lift, Flair was flying to Nashville, but not anymore. But we do have flights out of Vancouver, Edmonton, Calgary, Toronto and Montreal with Air Canada and WestJet. We still have a lot of travel advisors sending clients from Western Canada. Our attraction partners see their Q1 Canadian numbers as 5-6% down, while the airlines are 7-10% down. Time will tell what the true impact is for us. It’s been so hard to see what’s happening, it’s so out of our control. We love our Canadian visitors and we still intend to invest in this market. Canada represents over half of our international visitation. You’re safe here, you’re welcome here, we want you here.”
New Orleans
Olivia Markase, Tourism Sales Account Executive
“We have 5x weekly flights from Toronto with Air Canada. New highlights in the city include Vue Orleans, a technology-forward cultural museum all about the city’s influences, complete with an indoor/outdoor observation deck with 360 degree views. In hotel news, the Fairmont New Orleans is coming back to New Orleans, just outside the French Quarter. Of course we’re also a major cruise port and New Orleans & Company has developed pre- and post-cruise packages, all commissionable, with discounts, parking and other added perks. Our site, NewOrleans.com, is a huge resource for agents, plus we have a complimentary RFP service, we offer personalized recommendations and themed itineraries, and certification courses, and a travel advisor VIP pass. We also have our annual summer fam program where our hotel partners offer discounted rates to agents in June, July and August.”
Travel Oregon
Thomas Moser, Global Sales Manager
“We love to have Canadians visit Oregon, it’s our largest market by far. It’s down about 20%. We have direct air service from Vancouver and Calgary. The flights are quick and easy, and there’s also a strong drive market. The Canadian dollar being what it is, we do have tax-free shopping, and Oregon has good low hotel rates. Portland has brought back its music festivals post-pandemic, but the ADR hasn’t kept pace, so hotels are affordable. We’re very progressive, very liberal in Oregon. We’re just trying to figure out the messaging. We’re not trying to change anyone’s mind, we’ve grasped the situation, we’re just trying to figure out how we can be a good partner down the road. We’re just trying to stay engaged.”
Visit Panama City Beach
Helen Adami, Director of Destination Sales
“We don’t have Canadian representation but we work with Visit Florida a lot. We’re just east of Pensacola and Destin. We do have a lot of snowbirds, we always want to make them feel welcome. You can do as little or as much as you want in Panama City Beach, you can sit on the beach all day or you can really explore the destination. We offer 27 miles of white sand beach and highlights include Shell Island, you can take the shuttle over and enjoy a great day. Panama City Beach Pier Park is also extremely popular. Hotel developers are really embracing Panama City Beach, with several new hotels offering a real resort feel, which is great.”
Philadelphia CVB (PHLCVB)
Annie Jirapatnakul
“We’re ready to welcome Canadians when they’re ready to come. We know sports tourism is a huge draw, and next year we’re hosting the 2026 PGA Championship. We’re also one of the FIFA World Cup cities, and we’re hosting the 2026 MLB All Star Game too. So that three-month window from May to July will be very sports-focused. For America 250, we’ll have new exhibitions that will open in 2026. We have direct flights with American Airlines, from Toronto and Montreal year round, plus seasonal service from Halifax and Quebec City. And Air Canada offers flights from Toronto and Montreal year round.”
The Countryside of Philadelphia
Greg Edevane, Director of Global Development & Lisa Karl, VP Sales and Strategic Partnerships
“The Countryside of Philadelphia is known as ‘America’s Garden Capital’, with more than 30 gardens in the region. We’re about 30 minutes outside Philadelphia. The DuPont family settled in our region in the 1800s, and built beautiful houses with lovely gardens, including Longwood Gardens, perfect for garden itineraries just outside Philadelphia. We also have more than 60 golf courses in the region, and we’re home to the King of Prussia Mall. And Netflix House, an experiential entertainment venue, is opening this fall.”
Visit San Antonio
Tamer Attia, Sr. International Global Development Manager – APAC & LATAM
“Canada delivered 55,000 visitors for us last year, so this market’s economic impact is huge. Even if it drops 8% or so, it’s still going to be our second biggest market [after Mexico]. We‘re trying to do two things. Number one, stay top of mind. And number two, let Canadians know we’re ready and available to be booked and visited, when they’re ready. I don’t want to wait to start these efforts, because if you start when demand is going back up, then you’ll be at the back of the line. We want to be ready. We don’t have any direct flights, and we need to get that 55,000 number to 60,000 or 70,000. If we get direct lift, that number might hit 100,000.”
San Francisco Travel Association (SFTA)
Radu Barbuceanu, Director, Global Tourism Development & Hannah Beatriz, Senior Account Executive
“Sunset Dunes is a new park that’s right on the ocean. The two-mile, 50 acre park is being redeveloped into public space. Presidio Tunnel Tops has great views of Golden Gate Bridge and the bay, it’s a great vantage point for sightseeing. California is welcoming and San Francisco is open.”
Travel Santa Ana
AnaLaura Becerra, Director of Sales
“We’re squeezed between LA and San Diego, in Orange County, with a very large population of Canadian expats. Santa Ana is a city that thrives on arts, culture, history and architecture. It’s a city that takes pride in its origins, with Hispanic, Polynesian and Vietnamese influences. What are two things those three cultures have in common? Food and family. And that’s reflected in Santa Ana. The food is fantastic.”
Visit Savannah
Mindy Shea Frazier, Director, International Sales
“We’re 20 minutes off I-95, and many of our Canadian travellers just pop off and stay a night or two. To be on the pathway to Florida, and to have that proximity is great. We’re a four hour drive from Myrtle Beach, Charlotte and Orlando, and just two hours from Charleston, and it’s easy to stop off for a night or two. We also have those who have targeted Savannah as part of a Southern experience. A lot of Canadians know New England, and Florida, but not what’s in-between. It’s about getting that message out and elevating awareness of Savannah.”
Travel Texas
Debra Bustos, Marketing Specialist & Colin Wood, Account Director
“In a normal year, Texas would welcome 500,000 or so Canadians. Whenever Canadians see our ad campaigns and our marketing message, hopefully that seed will sprout and grow and flourish. We’re always trying to be in this market because Canada is so important to us.”
Virginia Tourism Corporation
Brigitte (Bri) Bélanger-Warner
“Virginia is instrumental in the history of the U.S., so America 250 will be very big for us. It’s a year-long celebration but it’s already started at many Virginia sites, like Mount Vernon, Colonial Williamsburg and Monticello. They’re all featuring special events for America 250. What’s relatively new in Virginia are casinos, we now have Caesars Virginia, and a Hard Rock Hotel & Casino in Bristol. Also of note, Carnival will be sailing year round out of Norfolk.”
The Alabama Tourism Dept. & Alabama Mountain Lakes Tourist Association
Laura Hicks, International Sales Manager & Karen Beasley, VP Marketing and Communications
“We’re home to the U.S. Space and Rocket Center. The NASA engineers were brought to Huntsville, AL in the 1950s to develop the NASA space program, at NASA’s Marshall Space Flight Center. People don’t realize what a key role Alabama had in the space program. You can spend anywhere from four to eight hours at the U.S. Space and Rocket Center.”
American Dream
Ryan O’Connell, Tourism Coordinator
“Imagine Six Flags and one of the world’s biggest shopping centres put together, and that’s American Dream. We’re owned by the same owners as West Edmonton Mall and Mall of America. We’re a 3.2 million square foot facility, in New Jersey, just 15-25 minutes from New York City. People can catch a shuttle to American Dream from 43rd and 8th. We have 20-30 attractions, and tax-free shopping, and about 540 events a year. Recently we hosted the Jonas Brothers. Canada is 60-65% of our international market, Canada is huge for us. We’re just trying to keep the relationship alive.”
Visit Baltimore & Maryland Office of Tourism
Eric Masterton, Senior Director of Tourism & Rich Gilbert, Travel Trade Sales Manager
“We have a new neighbourhood called Harbour Point, it’s a 27-acre waterfront neighbourhood. That whole part of the city is completely different. We’re home to Under Armour’s HQ, the company set up shop in Baltimore in 1998, and they’re contributing to a lot of the city’s development. On a related note, Baltimore’s Harborplace is undergoing a rebirth, with a focus on mixed-use development with residential, retail and dining. Hotel highlights include The William Fell Baltimore, it’s a five-star Tapestry Collection by Hilton property.”
Brand USA’s site is TheBrandUSA.com
