Brand USA concludes Canada Connect events, nearly 1,000 appointments held

Brand USA has successfully concluded its Canada Connect 2025 series with nearly 1,000 appointments across five cities nationally.

The multi-city initiative was held to strengthen ties between U.S. tourism organizations and Canadian travel professionals. It included East Coast events in Toronto and Montreal from April 28 to May 1, and West Coast events in Calgary, Edmonton and Vancouver from May 20 to 22.

“The success of the Canada Connect series reinforces our commitment to the Canadian market and the relationships our teams and partners have built over the last several years,” said Jackie Ennis, VP of global trade development at Brand USA, in a press release.  “Canada remains the top international market for U.S. inbound travel, and these events allow us to engage with the Canadian travel trade and showcase the diversity of U.S. destinations.”

READ MORE: "A pivotal moment": Brand USA’s Canada Connect East returns to Toronto & Montreal

Sadly, Brand USA lost one of its own just as the series was about to get started. Casey Canevari, director of global trade development for Canada at Brand USA, suddenly passed away on May 1 after suffering a serious medical episode in Toronto. He was only 43 years old.

Ennis said Brand USA will continue to build on partnerships that drive future travel to the United States in memory of Canevari, whose passion and commitment to building bridges through tourism was unwavering.

A multi-city series

Canada Connect East opened in Toronto on April 28 at the Toronto Marriott City Centre Hotel welcoming 35 U.S. destinations and tourism organizations before heading to Montreal on May 1 at Le Centre Sheraton Montreal.

On April 28, the event opened with three keynote presentations and panel discussions to help U.S. destination partners and travel organizations understand Canadian travel sentiment and the motivations and barriers to U.S. international inbound travel.

Both the U.S. Consul General in Toronto, Baxter Hunt and Consul General in Montreal, Robert P. Sanders gave opening remarks at each host city’s event to an audience of over 70 Canadian travel trade members.

Building on the momentum of strong turnout in Canada Connect East events in Toronto and Montreal, Brand USA also hosted events in Calgary, Edmonton and Vancouver.

The initiative gave U.S. travel brands the opportunity to engage directly with Canadian travel advisors, media and tour operators at a pivotal moment as international sentiment toward the U.S. continues to be undermined by several factors, from the weak Canadian dollar to policy announcements under the Trump administration. 

The event aimed to "reinforce cross-border collaboration" across every major market coast to coast, said Brand USA. 

Prize giveaways, including vacation packages with airfare, were also offered to inspire travel to the United States.

U.S. partners unite

U.S. partners at Canada Connect East included:

• Alabama Mountain Lakes Tourist Association

• Alabama Tourism Department

• American Dream

• Choose Chicago

• Destination DC

• Explore Charleston

• Explore St. Louis

• Grapevine Convention and Visitors Bureau

• Greater Miami CVB

• Houston First Corporation

• Kentucky Department of Tourism

• Los Angeles Tourism & Convention Board

• Maryland Office of Tourism

• meetNKY | The Cincy Region

• Memphis Tourism

• Nashville Convention & Visitors Corp

• New Orleans & Company

• Philadelphia Convention & Visitors Bureau

• San Francisco Travel Association

• Sunny Isles Beach Tourism Council

• The Countryside of Philadelphia

• Travel Oregon

• Travel Santa Ana

• Travel Texas

• Virginia Tourism Corporation

• Visit Baltimore

• Visit California

• Visit Hershey and Harrisburg

• Visit KC

• Visit Lauderdale

• Visit Mississippi

• Visit Myrtle Beach

• Visit Panama City Beach

• Visit San Antonio

• Visit Savannah

U.S. partners at Canada Connect West

• Canyon Spirit

• Destination D.C.

• Experience Kissimmee

• Nashville Convention & Visitors Corp

• Sheridan Travel & Tourism

• Tennessee Department of Tourism

• The Wyoming Office of Tourism

• Travel Oregon

• Travel Portland

• Travel Santa Ana

• Travel Texas

• Visit Anaheim

• Visit Austin

• Visit California

• Visit El Paso

• Visit Raleigh

• Visit Santa Cruz County

• Visit Tampa Bay

“The response from our Canadian partners has been overwhelmingly positive,” said Ennis. “Whether in Eastern hubs like Toronto and Montréal or in the West, the enthusiasm to reconnect and collaborate was inspiring. We look forward to building on this momentum in 2026.”