California is renowned for its glitz, glamour, and red carpet moments. At an exclusive Toronto International Film Festival (TIFF) screening on 08SEP, Brand USA, Visit California, and Zeno Group Canada put on a show-stopping event that celebrated this unique allure—and aimed to strengthen the Golden State's ties with the Canadian travel market.
Media, tour operator partners, influencers, and other travel partners were treated to a true Hollywood experience at Roy Thomson Hall, walking TIFF’s red carpet before heading to the Red Carpet Suite. The highlight of the evening was the screening of the documentary Road Diary: Bruce Springsteen and The E Street Band, attended by The Boss himself, bandmate Steven Van Zandt, manager Jon Landau, and film director Thom Zimny.
The event marked the first year of a partnership between TIFF and Brand USA and was a clear statement of intent: California is keen to deepen its relationship with the Canadian market.
Credit: X @DanTisch
“California has a ton to offer to the Canadian market and we’re here to create awareness about the destination. TIFF is the exact place to do just that. It’s a creative event where people come out for experiences through film and emotions, and we wanted to bring that to the table with different destinations in the United States,” Casey Canevari, Senior Manager, Global Trade Development (Canada), Brand USA, told Open Jaw before the screening.
“California has a ton to offer, above and beyond just the filming locations. It has outdoor activities, wine, culture, food, skiing, things that really appeal to the Canadian market—and I didn’t even mention the fantastic beaches.”
Brand USA’s Big Plans for Canada
For travel partners, the event at TIFF was more than just a glamorous night out—it was a preview of Brand USA’s increasing investment in the Canadian market.
“Canada is our number one source of international visitation in the United States and we’re making huge investments with big ambitions in the Canadian market, especially on the trade side, coming very soon,” says Canevari.
One of the key initiatives includes the upcoming Association of Canadian Travel Agencies and Travel Advisors (ACTA) summits, which will feature the largest showing from the USA that ACTA has ever had.
“The education aspect is huge and learning what [the trade] can see and do and how they can sell the United States and make some money, because that’s more important than anything else and that’s what we know is a barrier altogether,” says Canevari.
Canevari’s enthusiasm is backed by strong numbers. Last year, 20.5 million visitors from Canada crossed the border into the United States, a figure that’s back on track with pre-pandemic levels from 2019.
“Our projected growth is five per cent year-over-year for the next three years,” he notes.
California Travel Insights
As Canadian travellers show increasing interest in California, here are some updates and tips to keep in mind:
LAX is undergoing a massive transformation and modernization project to make transportation easier.
Canevari highlights the draw of exploring beyond California’s major cities.
“The one thing I like to say to the Canadian market is everyone thinks they know the United States, but they don’t know the United States,” he says.
“There’s so much to see and do and explore. If you drive an hour or two outside of the major cities, you’re getting something completely different that you wouldn’t even know.”
