# Brand USA Targets Canadian Travelers With New Marketing Push

Canadian visitation to the United States collapsed in 2025, prompting Brand USA to launch a fresh campaign aimed at recapturing the lucrative cross-border travel market. The tourism authority identifies "movable" Canadian travelers as prime targets for its renewed marketing efforts.

The decline reflects a significant shift in travel patterns. Canadians traditionally represent one of the largest visitor bases to the U.S., but recent years have seen erosion in this crucial market segment. Brand USA's strategic pivot acknowledges that while some Canadian travelers have shifted destinations, others remain flexible about their plans and responsive to compelling marketing messages.

The campaign targets affluent, adventure-seeking Canadians who control discretionary travel budgets. These travelers typically split time between multiple destinations annually and respond to targeted promotions highlighting unique U.S. experiences. Brand USA plans to emphasize distinctive offerings across regions, from coastal destinations like California and Florida to mountain experiences in Colorado and Utah, plus major urban centers like New York, Los Angeles, and Miami.

Factors contributing to reduced Canadian visitation include currency fluctuations, post-pandemic travel pattern changes, and increased competition from other destinations. Mexico and Caribbean islands have captured significant market share from U.S. attractions. Additionally, the U.S. dollar strength against the Canadian currency has made American vacations more expensive for Canadian travelers.

Brand USA's strategy addresses price sensitivity through partnership messaging with airlines including Air Canada and WestJet, major hotel chains, and regional tourism boards. Campaign messaging emphasizes value propositions alongside experiential benefits. Digital marketing, social media outreach, and partnerships with Canadian travel agencies form the campaign's core infrastructure.

Success depends on Brand USA's ability to demonstrate compelling reasons for Canadians to prioritize U.S. destinations over competing options. The organization recognizes that recovered visitation creates multiplier effects across hospitality, retail