“Our message to the Canadian travel trade is to really underscore how vitally important Canadian travel is to the United States and how much we truly value that friendship and connection.”
–Chris Heywood, SVP, Public Relations & Chief Communications Officer for Brand USA
There may be lots of chatter and noise out there these days, but Brand USA is staying focused on what it does and what it does well.
“Our remit,” explained Chris Heywood, SVP, Public Relations & Chief Communications Officer for Brand USA, “is solely to drive international visitation to the United States.”
And in fulfilling that role, Heywood will remind you that the official destination marketing organization (DMO) for the United States, as a public-private organization, is also working on behalf of its partners as it takes its message to its markets in Canada and around the world.
“Brand USA represents a beautiful tapestry of diverse opportunities and experiences in the U.S. that you really can’t find anywhere else. And I think it’s important for people to look at it that way – especially in this current climate,” Heywood told Travel Courier.
On the ground in Canada
“Our message to the Canadian travel trade is to really underscore how vitally important Canadian travel is to the United States and how much we truly value that friendship and connection,” he said.
He continued: “We want to invite and welcome Canadian visitors to our country, and we want to underscore the connections, the people-to-people connections, that you get when you travel to the United States.”
Here in Canada, Casey Canevari, director, Global Trade Development (Canada) for Brand USA, reports: “I’ve had the opportunity to connect with more than 150 travel advisors and agency leaders across Canada in recent weeks, and there’s more optimism than you might expect.”
Canevari told TC that: “Many advisors shared with me that their clients are still booking trips to the USA — especially for experiences they know they can’t find anywhere else. Family travel, outdoor adventures in our beautiful national parks, world-class golf, and warm, sunny destinations came up again and again.”
He also pointed out that: “While some travellers are waiting to see how things evolve, many are already planning their next trip south. Canadians remain inspired by U.S. destinations and continue to see value in what we offer.”
Buoyed by this intelligence, Heywood added: “The other thing to keep in mind is we’re playing a long game. This is not tomorrow, necessarily, but this is looking into the future.”
And for Brand USA, the future is bringing along with it a plethora of mega events and special celebrations that it believes will generate demand from all of its markets in 2026 and beyond.
A decade of mega events
Heywood said that: “Brand USA is here to sway the undecided to make the decision [to visit] and as we look ahead, we know there’s going to be a lot of demand for 2026.”
That demand will be driven by events like the FIFA World Cup, with games in 11 U.S. destinations – along with games scheduled in cities in both Canada and Mexico; the Route 66 Centennial; the 250th anniversary of the United States; the 2028 Olympics in Los Angeles; and the 2034 Olympics in Salt Lake City – to name but a few of those mega events.
Plus, there’s Universal Orlando’s opening of Epic Universe this month, and Disneyland’s year-long 70th anniversary celebrations that also begins in May.
For Heywood, “it’s a gift to have all of these events happening [in 2026] and I think in 2026, people will be motivated to really want to come to the U.S.”
But, there’s more, lots more on tap, including Brand USA’s promotion of the Great USA Road Trip, with Heywood recounting that he’d just returned from Europe where Brand USA and its partners were “highlighting the opportunities around the Great USA Road Trip and the freedom of the open road – the nostalgia that America really conjures up when people think of the road trip.”
Dollars and cents
Beyond the mega events, Heywood pointed to options like outdoor adventure in any of America’s 63 national parks, wellness options, sports and entertainment events, observing that “there are many reasons for people to want to come, but I also felt 2026 may be a good time to really court the Canadian traveller because there will be some time between then and now and they’ll be able to be, maybe, reenergized about the U.S. with these events coming.”
Brand USA has also taken into account the current exchange rate levels between the U.S. dollar and a number of currencies around the world, and is offering tips on how to travel on a budget in the U.S.
Those tips cover topics like:
- Travelling during the off-season
- Exploring off-the-beaten path (or what it calls ‘detour) destinations
- Taking advantage of lower cost transportation options
- Offering tips for saving money at some of the country’s big attractions
- Free tours, outdoor adventures and entertainment opportunities
- Dining on a budget
- Renting a car and doing a road trip
- And it even some tips on smart booking strategies
“I think there is a silver lining in this because the U.S. actually does offer a lot of free and low-cost activities,” Heywood said, adding: “My biggest tip is to consider the shoulder season and really, there’s a sweet spot there and the rates will drop. So, I think if you shop around, you’re going to find some great value.”
He also pointed to golf or golf holidays as a major draw for visitors planning a trip to the U.S. and Brand USA offers a wide range of information about all the major tournaments held in America as well as the huge number of courses available for play across the nation.
Not surprisingly, Brand USA is shining the spotlight on theme parks – a definite draw for visitors – and all of the new things happening at these attractions across the country in 2026 and beyond.
So, what’s the takeaway?
As Heywoond sees it: “Travel is a unifier and we need to understand why we travel in the beginning. Why we’re motivated to travel and what those experiences provide.”
“We’re about the storytelling of the destination,” Heywood said of Brand USA. “I know that’s easier said than maybe understood, but we try to focus, keep our head down and focus on the destination storytelling pieces and experiences that people are going to have and I think that’s something we need to bring to the forefront a little more because I think there’s always going to be the ‘chatter’ that will happen.”
For more from Brand USA – which will celebrate its 15th anniversary in 2026 – Canadian travel advisors and operators should check out its USA Discovery Program at https://www.thebrandusa.com/programs/usa-discovery-program or visit https://www.thebrandusa.com/.
