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After a decline in inbound travel to the U.S., Brand USA is making moves to win back international travelers. 

The destination marketing organization is gearing up a new campaign aimed at Canadian travelers, with an estimated launch in the new fiscal year beginning October 1.

The rollout will come one year after its flagship "America the Beautiful" campaign, but Chief Marketing Officer Leah Chandler said the message isn’t likely to resonate with Canadians who are still frustrated with U.S. trade politics and political rhetoric. Research from Brand USA suggests 25% of Canadians are unlikely to be persuaded to visit in the near term; the remaining 75% are open to visiting the U.S. if they’re hit with the right message.

Separately, Brand USA this week announced a new platform to address questions on U.S. entry fees and visa rules, yet another factor behind the slowdown in inbound travel. 

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MSC Group Expands Private Island Portfolio to Capture Luxury Demand

MSC Cruises + SKIFT

Private islands are no longer just a stop on the itinerary. They're becoming cruise lines' most strategic asset, and MSC Cruises just doubled down with a second one in the Bahamas.

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EDITOR’S PICKS

Brand USA Plans New Campaign To Win Back Canadian Travelers

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Canadian visitation to the U.S. took a nosedive in 2025, but Brand USA sees plenty of opportunity to convince “movable” Canadian travelers to book their next trip.

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Brand USA wants to clear up international travelers’ misconceptions on new fees and entry requirements. Other concerns grounded in reality will be more challenging to address.

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The extreme daytripping debate has raised fresh concerns about the climate impacts of an industry that largely says it is committed to responsible tourism and reducing emissions.

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Skift Data + AI Summit

The travel industry is moving from AI experimentation to execution, with real impact across distribution, operations, and customer experience. The Skift Data + AI Summit returns June 3 in New York City, bringing industry leaders together to share the next wave of AI applications and data strategies shaping travel.

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SKIFT PODCAST NETWORK

Americans are hungry for summer travel despite rising costs, Brand USA launches a fact-checking platform to win back international visitors, and new Skift Research says most travel brands don't just have one Gen Z problem... they have two.

On today's Skift Daily Briefing, Sarah Dandashy breaks down why this summer's travel demand is strong but deeply uneven across income levels, how Brand USA's new "Get Facts. Get Going." platform is tackling misinformation keeping international travelers away from the U.S., and why the travel brands focused only on reaching Gen Z are missing the harder and more expensive problem.

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