Brand USA Brings Agents and Partners to TIFF, Reinforcing Commitment to the Canadian Market

Brand USA, the national tourism marketing organization for the United States, sponsored the Toronto International Film Festival (TIFF) for a second consecutive year. This year, unsurprisingly, has been an exceptional one filled with challenges, but the team was determined to keep this new tradition alive with the ultimate goal of reaffirming its support and commitment to the Canadian market.

Media and partners were invited to a friendly evening where nothing official was presented. “The only goal is to have fun together,” we were reminded several times during this event, where everyone was treated like a true VIP. On the program: a cocktail hour with oysters and Californian wines, courtesy of Visit California, followed by an ultra-glamorous red-carpet experience at TIFF, before the world premiere of the film Eternity, with the cast and crew in attendance.

“Canada remains our main international market,” reminded us Jackie Ennis, Vice President of Global Trade Development at Brand USA. “It’s an honor and a privilege to continue our partnership with TIFF for its 50th anniversary, to celebrate the festival’s legacy and reaffirm our commitment to Canadian travelers.”

“Despite everything going on right now, we have still welcomed 16 million Canadians since the beginning of 2025,” she continued. “That’s well below 2024, when we welcomed 20.2 million, but forecasts had predicted a 20% drop. What we’re seeing so far is closer to a 17% decline — so not as bad as expected. We hope this marks the beginning of some stabilization.”

The Set-Jetting Trend

The partnership with TIFF is no coincidence for Brand USA, which expects the trend of set-jetting (travel motivated by film and TV locations) to reach massive proportions by 2026. From iconic cities to vast landscapes, film has long fueled the desire to travel, often inspiring audiences to explore filming locations just across the border.

For decades, American films and TV shows have sparked wanderlust beyond borders. Whether it’s following in the stylish footsteps of The Devil Wears Prada and Sex and the City in Manhattan, revisiting the small-town charm of One Tree Hill or the summer romance of The Summer I Turned Pretty in the Carolinas, or exploring the literary world of Little Women in Massachusetts, these stories have inspired countless trips. Shows like Yellowstone attract travelers to the rugged beauty of the American West, while The Bear has shone a spotlight on Chicago’s culinary scene for a whole new audience.

Brand USA hopes to invite Canadians and international travelers to turn their set-jetting dreams into real travel itineraries — from Hollywood to New York, coastal getaways to mountain retreats, iconic cities to hidden gems — throughout this year. Whether Canadians will follow remains to be seen. But that is Brand USA’s sincere hope.