Brand USA, the face of US Travel abroad, came calling in Canada this week, continuing its commitment to the US’s top international market and the trade that fuels it. Events were planned for Toronto, Montreal, and Calgary, with the centrepiece being a day-long event designed to connect tour operators and the media from this country with a delegation comprised fully of 30 destination reps from across the US.

Canadian travel companies on hand at the at elegant One King West hotel event attended by Travel Industry Today in Toronto included Goway, TravelBrands, Expedia, G Adventures, Expedia, and Air Canada, amongst others.

Meanwhile, US destinations and companies ranged from Austin, Texas, to Wyoming. And while a few familiar faces from Canadian rep firms were on hand, the focus was placed on destinations that have tended to visit Canada less frequently (if at all), said Casey Canevari, Brand USA’s Sr. manager of global trade development.

Among those destinations were the Texas trio of Grapevine, Fredericksburg, and El Paso, along with the likes of Sonoma, Ca., Nashville, Minnesota, South Dakota, and Portland. There were even US territories Puerto Rico and the US Virgin Islands.

Some of the others included Fort Lauderdale, St. Petersburg, Los Angeles, Seattle, Denver, Oregon, Kissimmee, Louisiana, Fort Myers, Washington DC, Philadelphia, New York State, and Texas.

Brand USA VP, Global Trade Development Jackie Ennis told Travel Industry Today that the organization understands the importance of being in Canada and not simply operating from afar, laughing that Boston-based Canevari “is always up here.”

At the same time, more Brand USA FAMS are being planned to reciprocate the relationship with the trade and getting travel advisors into destinations in the US, she revealed.

And while, US reps were eager to update Canadian partners on the latest developments in their destinations, the key, Ennis agreed, was the opportunity for participants to make and maintain connections that would ultimately outlast a few hours of time together at the event.

Ennis asked out loud if the event, which has also been held in other international markets, should return again to Canada. The answer: a resounding yes.