TORONTO — The annual Discover America Canada media day – when U.S. tourism boards showcase their destinations for trade and consumer media, and in turn get the word out to travel advisors and travellers – is on pause and will not take place in fall 2025 as scheduled.

The news comes as many Canadian travellers follow through on their vows to avoid travel to the U.S. amid the tariff war, 51st state threats and more. The most recent numbers from Statistics Canada noted a 24% drop in air travel to the U.S. from Canada, and a 38% drop in cross-border car travel.

“After careful deliberation and in consultation with our industry partners, DACC members, editors, and journalists, the DACC Board of Directors has made the difficult decision not to hold our annual Discover America Canada (DAD) Media Day on October 30, 2025, as originally planned,” reads a notice from the DACC board.

The DACC notes that given the current sensitivities surrounding travel to the U.S., “we believe we may not be able to deliver the calibre of event our members and media partners have come to expect. As our largest and most important annual initiative, we want to ensure the event continues to provide real value and engagement opportunities.”

DACC adds: “We are committed to transparency and maintaining the high standards our members and sponsors deserve. As such, we have made the strategic decision to pause Discover America Day for 2025 and return with a revitalized event in 2026.”

While the media day is on hold, DACC board members are planning a special event this coming October in Toronto for DACC members and industry colleagues, “to come together in celebration and reflection.”

The DACC and the Canadian travel industry was hit hard by the May 2025 death of Brand USAʻs Casey Canevari. Casey was in Canada on April 28 for Brand USAʻs Canada Connect event in Toronto when he suffered a medical seizure. Casey, who served as Director, Global Trade Development (Canada) for Brand USA, passed away May 1. He was a friend from across the border, and he worked tirelessly to promote U.S. tourism to the Canadian trade as part of the Brand USA team.

The DACC board says the October 2025 get-together “will include a keynote speaker we believe Casey would have truly enjoyed, and will be dedicated to honouring the incredible contributions Casey made to Brand USA in Canada and to the friendships he fostered throughout our industry.”

In the meantime further details on the 2026 Discover America Day will be shared in the coming months.