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Brand USA is lining up a fall marketing push aimed squarely at Canada, the single largest source of international visitors to the United States, as it works to reverse a year of softer cross-border travel. The effort pairs a consumer campaign with an expanded slate of partner programs, and it arrives as Canadian trips to the U.S. remain well below where forecasters expected them to be a year ago.

At the center is a multi-media campaign built with Air Canada that launches this fall in Toronto and Montreal. It combines out-of-home, print, digital, and radio placements with incentives meant to nudge Canadians toward booking a U.S. trip. Alongside it, Brand USA is debuting a program with Rogers Media, whose television and display networks reach an estimated 95 percent of Canadians, and a partnership with Flight Network, Canada’s largest homegrown online travel agency, directing to custom landing pages for participating destinations.

The campaign leans heavily on data. Brand USA has described it as a targeted digital effort aimed at younger Canadians “whose online behaviors suggest an openness to visiting the United States,” a narrower cut than the broad awareness plays destinations often reach for when a market softens.

Canadian visitation to the U.S. is still projected to grow roughly 4 percent this year to about 16.7 million trips, but that figure represents a steep downward revision, with forecasters trimming roughly 300,000 expected visitors from earlier 2026 estimates.

What makes the push notable is how targeted it is. Rather than blanketing the border with generic “come back” messaging, Brand USA is concentrating spend on specific Canadian metros and specific audience segments, and routing it through media and travel-trade p