Canada Goes Hand in Hand with Brazil, UK, India and More Countries as America Desperately Tries to Win Back Its Leading Tourist Markets and Revive US Tourism Through the All-New Brand USA Travel Week Campaign

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Canada goes hand in hand with Brazil, the UK, India and more countries as America attempts to win back its leading tourist markets and revive US tourism through the all-new Brand USA Travel Week campaign. The initiative is expanding across key international markets to reconnect US destinations, airlines, hotels and attractions with overseas travel buyers, tour operators and media professionals. By strengthening trade partnerships, promoting multi-state itineraries, highlighting lesser-known destinations and encouraging longer stays, Brand USA aims to rebuild international visitor demand, increase bookings and restore the economic impact of global tourism across the United States. The campaign focuses on major source markets including Canada, India, the United Kingdom and Europe, and South America to ensure America remains competitive as global travellers explore new destinations and travel opportunities.

Brand USA Travel Week Expands Global Push to Rebuild International Tourism Demand

Brand USA is expanding its Travel Week platform across Canada, India, the United Kingdom and Europe, and South America as the United States works to strengthen international visitor demand. The programme connects US destinations, airlines, hotels, attractions and tourism organisations with overseas travel buyers, tour operators and journalists.

The strategy is designed to create new holiday packages, promote lesser-known American destinations, increase airline and hotel bookings, and encourage visitors to stay longer and travel across multiple states. It also gives US tourism businesses direct access to the international professionals who influence travel decisions.

What Is Brand USA?

Brand USA is the national destination marketing organisation for the United States. It promotes legitimate international travel to America through global advertising, trade partnerships, media engagement and tourism development programmes.

Over the past 13 years, Brand USA says its work has generated:

• 11.3 million additional international visitors
• US$38.1 billion in visitor spending
• US$82.9 billion in total economic impact
• Nearly US$11 billion in attributable tax receipts
• An average of more than 40,000 jobs supported annually

What Is Brand USA Travel Week?

Brand USA Travel Week is an international tourism trade and media platform. It allows US destinations and travel companies to meet overseas buyers, tour operators, journalists and industry leaders through:

• Pre-scheduled business appointments
• Destination presentations
• Tourism market briefings
• Media meetings
• Networking sessions
• Executive roundtables
• Product-development discussions

The programme now operates across major source markets, including Canada, India, the United Kingdom and Europe, and South America.

Why Brand USA Travel Week Matters

Brand USA Travel Week matters because international travel decisions are often shaped months before a visitor books a flight. Tour operators decide which destinations to include in holiday packages, airlines evaluate demand, and journalists influence where consumers want to travel.

By meeting these stakeholders directly, US destinations can:

• Secure placement in international travel packages
• Attract new airline and tour operator partnerships
• Generate media coverage
• Promote new attractions and events
• Encourage longer stays
• Increase visitor spending
• Diversify international source markets
• Support tourism employment and local businesses

Brand USA Travel Week Global Market Overview

Canada: Brand USA Strengthens Trade Partnerships to Win Back Canadian Travellers

Canada remains the United States’ largest international source market, but recent travel patterns have prompted Brand USA to intensify its engagement with Canadian travellers and the travel trade. To reinforce demand, Brand USA is launching Brand USA Travel Week Canada in Toronto and Montreal from October 26–29, 2026, replacing the former Canada Connect programme with its global Travel Week platform. The initiative comes as Tourism Economics forecasts 16.7 million Canadian visits to the United States in 2026, up 4.4% from 2025, while preliminary May data showed overnight land arrivals increasing 11% year over year. Through pre-scheduled meetings, CEO roundtables, trade networking and media engagement, Brand USA aims to inspire new itineraries, strengthen partnerships with Canadian tour operators and keep US destinations at the forefront of travellers’ planning despite broader international tourism headwinds.

• Market focus: Canada
• New initiative: Brand USA Travel Week Canada
• Host cities: Toronto and Montreal
• Goal: Increase Canadian leisure and business travel
• Strategy: Trade partnerships, media engagement and destination promotion

India: Brand USA Expands in One of America’s Fastest-Growing Overseas Markets

Recognising India’s rapidly expanding outbound travel market, Brand USA introduced Brand USA Travel Week India earlier in 2026 as part of its global expansion strategy. India is now the third-largest overseas source market for the United States, making it a priority for long-term tourism growth. Rather than relying solely on traditional marketing campaigns, Brand USA is building stronger relationships with Indian travel agencies, tour operators, airlines, media organisations and tourism stakeholders. The programme showcases new US destinations, visa information, luxury experiences, family holidays and multi-city itineraries designed specifically for Indian travellers. As international tourism competition intensifies, Brand USA sees India as a high-growth market capable of helping offset softer visitor demand from other regions while driving higher visitor spending across the United States.

• Market focus: India
• Status: Third-largest overseas source market
• Strategy: Travel Week India, trade partnerships and destination marketing
• Goal: Increase high-value international arrivals
• Focus: Leisure, family, luxury and multi-city US travel

United Kingdom and Europe: Keeping the United States Top of Mind for Long-Haul Travellers

The United Kingdom and wider Europe remain among the United States’ most valuable long-haul tourism markets. However, softer international demand, economic uncertainty and changing travel patterns have encouraged Brand USA to strengthen its presence through Brand USA Travel Week U.K. & Europe. The programme brings together US destinations, hotels, attractions, airlines and tourism organisations with European travel buyers and journalists to promote new travel experiences across America. The strategy focuses on maintaining the United States as a preferred long-haul destination by highlighting road trips, national parks, luxury resorts, cultural attractions and major sporting events. By maintaining direct engagement with European travel professionals, Brand USA aims to stimulate bookings and rebuild long-haul visitation despite global economic pressures.

• Market focus: United Kingdom and Europe
• Strategy: Brand USA Travel Week U.K. & Europe
• Goal: Sustain long-haul travel demand
• Focus: Trade engagement, media promotion and destination marketing
• Priority: Increase bookings across multiple US destinations

Brazil and South America: Building New Tourism Opportunities Across the Region

Brand USA has also expanded its global outreach by launching Brand USA Travel Week South America in Rio de Janeiro, Brazil, recognising the growing importance of South American travellers. Brazil serves as the regional hub for connecting with travel professionals across South America, allowing Brand USA to strengthen relationships with tour operators, airlines, travel agencies and media outlets throughout the continent. The initiative promotes new US attractions, shopping destinations, entertainment, national parks and family experiences while encouraging multi-destination holidays. By expanding its presence in South America, Brand USA hopes to diversify its international visitor base and reduce reliance on traditional markets, ensuring a more balanced recovery as global tourism continues to evolve.

• Market focus: Brazil and South America
• Host city: Rio de Janeiro
• Strategy: Brand USA Travel Week South America
• Goal: Expand US tourism across South America
• Focus: Travel trade partnerships, destination promotion and media engagement

How Brand USA Is Responding to the International Tourism Slowdown

As international tourism continues to face challenges from changing travel patterns, economic uncertainty and regional market pressures, Brand USA is expanding its global Travel Week platform to strengthen relationships with key international source markets rather than relying solely on advertising campaigns. By organising dedicated events in Canada, India, the United Kingdom & Europe and South America, the organisation is bringing together travel buyers, airlines, destination marketers, tour operators and journalists to promote new experiences across the United States. This strategy aims to inspire new itineraries, increase travel bookings, support long-term visitation growth and ensure that the United States remains competitive in the global tourism market as countries around the world compete more aggressively for international visitors.

What the United States Wants to Attract Through Travel Week

The programme is designed to attract more than visitor numbers alone. Brand USA wants to generate:

• More international arrivals
• Longer visitor stays
• Higher per-person spending
• More hotel nights
• Greater airline demand
• Increased attraction attendance
• More multi-state itineraries
• New travel packages
• Wider media coverage
• More visitors to secondary destinations
• Stronger year-round travel demand
• Tourism jobs and tax revenue

Brand USA also wants international travellers to look beyond traditional gateways such as New York, Los Angeles, Orlando, Miami and Las Vegas. By promoting smaller cities, national parks, rural communities, culinary destinations and cultural attractions, the organisation aims to spread tourism revenue more widely.

Key Brand USA Data

Brand USA’s Broader Tourism Recovery Strategy

Brand USA Travel Week is part of a broader effort to keep the United States competitive during a period of uneven international tourism recovery. Rather than relying only on consumer advertising, the organisation is targeting the travel trade and media professionals who build itineraries, sell holidays and influence public interest.

The strategy combines destination promotion, partnership development, market intelligence, storytelling and travel-product creation. By expanding across Canada, India, Europe and South America, Brand USA is seeking to rebuild demand, diversify visitor markets and increase the economic contribution of international tourism across the United States.

Canada goes hand in hand with Brazil, UK, India and more countries as America desperately uses the all-new Brand USA Travel Week campaign to win back leading tourist markets, revive US tourism and increase international arrivals.

In conclusion, Canada goes hand in hand with Brazil, UK, India and more countries as America uses the all-new Brand USA Travel Week campaign to win back its leading tourist markets and revive US tourism through stronger international partnerships. By connecting US destinations, airlines, hotels, attractions and tourism organisations with overseas travel buyers, tour operators and journalists, the initiative is designed to rebuild international visitor demand, increase bookings and encourage longer stays across the United States. With focused efforts in Canada, India, the United Kingdom and Europe, and South America, Brand USA is working to diversify visitor markets, promote multi-state journeys and strengthen the economic impact of international tourism. The campaign highlights America’s commitment to regaining global traveller confidence while creating new opportunities for destinations, businesses and communities across the country.