Latest news with #DestinationToronto
CTV News
11 hours ago
- Business
- CTV News
Destination Toronto plans to open offices in U.K., Germany in effort to boost tourism
A traveler at Toronto Pearson International Airport (YYZ) in Toronto, Ontario, Canada, on Thursday, Jan. 18, 2023. Total tourism spending in 2023 is projected to be $1.16 trillion dollars globally, and may surpass even 2019 levels as travellers from China return to the road. Destination Toronto will open offices in the United Kingdom and Germany, in an effort to expand its reach 'with international leisure and business travellers.' In a release on Tuesday, Destination Toronto says opening two new offices in Europe will enable the city to tap into adjacent markets such as Ireland from the U.K., and Switzerland, Austria, and the Netherlands from Germany. Together, the U.K. and Germany delivered over 220,000 visitors and more than $320M in direct spending to Toronto's visitor economy in 2024. 'Diversifying our international markets has always been a priority—but now it's more critical than ever,' said Andrew Weir, President and CEO of Destination Toronto, in the release. 'This is a pivotal moment for Canada on the world stage and Toronto is taking deliberate steps to seize that opportunity and attract more international travellers.' The expansion news comes after a survey from the Tourism Industry Association of Ontario (TIAO) showed nearly one-third of Ontario businesses are already seeing fewer bookings from Americans—a crucial market that accounted for nearly 79 per cent of all international visits to Canada last year. 'Certainly, in the first quarter this year, we saw small decline in visitation,' Weir had said in response to the shifting travel trends. 'There was a lot of noise, a lot of uncertainty about trade, around borders, and it just caused a lot of people to pause.' Toronto Mayor Olivia Chow is confident Destination Toronto's new offices in the U.K. and Germany will encourage more international visits to the city. 'What draws people to Toronto—and keeps them coming back—is the energy of our neighbourhoods, the diversity of our people, and the richness of experiences we proudly share with the world,' Chow said in Tuesday's release. 'International visitors contribute to the vibrancy and global character that define Toronto, and this is our moment to attract and welcome them in even greater numbers, bringing the benefits of visitor spending to local businesses and residents alike.' Destination Toronto also announced that it will host the annual Rendez-vous Canada (RVC) tourism event in 2026. Last held in Toronto in 2022, RVC brings international buyers and media to host cities to meet with destination and tourism suppliers from across Canada. With files from CTV News Toronto's Jermaine Wilson
Cision Canada
19 hours ago
- Business
- Cision Canada
Destination Toronto Expands Global Presence with New Offices in the U.K. and Germany
Canada's largest meeting of international travel buyers confirmed for Toronto in 2026 TORONTO, June 3, 2025 /CNW/ - Destination Toronto today announced the opening of international offices in the U.K. and Germany, advancing the city's global tourism strategy and expanding its reach with international leisure and business travellers. The strategic expansion comes at a time when shifting travel dynamics present a powerful opportunity for growth. Together, the U.K. and Germany delivered over 220,000 visitors and more than $320M in direct spending to Toronto's visitor economy in 2024. "Diversifying our international markets has always been a priority—but now it's more critical than ever," said Andrew Weir, President and CEO of Destination Toronto. "This is a pivotal moment for Canada on the world stage and Toronto is taking deliberate steps to seize that opportunity and attract more international travellers." Destination Toronto has engaged four complementary agencies in the U.K. and Western Europe to support distinct pillars of its strategy. The expanded presence will enable Toronto to tap into adjacent markets such as Ireland from the U.K., and Switzerland, Austria, and the Netherlands from Germany, amplifying the city in a bold and strategic way with visitors seeking a welcoming and diverse urban experience. In the U.K., Black Diamond will leverage their in-market media knowledge to secure diverse stories about the city, MMGY will drive visitor demand and leisure sales through travel trade distribution channels, and AbleMaxx Limited will source corporate leads to support future business events. In Germany, MMGY Lieb will support both media relations and leisure sales. "What draws people to Toronto—and keeps them coming back—is the energy of our neighbourhoods, the diversity of our people, and the richness of experiences we proudly share with the world," said Mayor Olivia Chow. "International visitors contribute to the vibrancy and global character that define Toronto, and this is our moment to attract and welcome them in even greater numbers, bringing the benefits of visitor spending to local businesses and residents alike." Marking the latest step in a global strategy to drive growth from diversified markets, the announcement builds on a series of international partnerships designed to strengthen Toronto's position with key markets and customer segments globally. Last year, Destination Toronto appointed PR Central as its Mexican in-market representation for leisure sales and media relations. Having the highest concentration of luxury hotels in the country, Destination Toronto renewed its status as a preferred destination with Virtuoso® —the leading global network of agencies specializing in luxury and experiential travel. Destination Toronto is also the only Canadian destination to secure an active partnership with the Event Leaders Excha nge (ELX) community, a premier network for corporate event leaders. Hosting global travel buyers in Toronto Coinciding with the expansion of Toronto's international presence, Destination Toronto has confirmed that Rendez-vous Canada (RVC) will return to the city in 2026 marking another major opportunity to drive global tourism growth. Last held in Toronto in 2022, RVC brings more than 400 qualified buyers and media to Toronto to meet with destinations and tourism suppliers from across Canada. "Hosting Rendez-Vous Canada is a live audition for more than 400 international travel buyers, enabling them to experience our city, build packages and market Toronto to their clients in the U.K., Germany, Mexico and other global markets," said Mr. Weir. "Fresh off the enormous success of Rendez-vous Canada 2025 in Winnipeg, we're welcoming the world to Toronto in 2026," said Marsha Walden, President and CEO of Destination Canada. "With tourism contributing $130 billion to our economy last year, Rendez-vous Canada plays a vital role in showcasing our legendary experiences and providing a marketplace platform for deal-making worth tens of millions in business. It's key to delivering the high growth and rapid returns in tourism export revenue building communities all across Canada." Additional Quotes "With the UK being one of Toronto's most resilient overseas markets, this is a significant moment for Destination Toronto to strengthen its presence on the international stage and expand into Western Europe. As a famously multicultural and diverse city, Toronto is uniquely positioned to capture the hearts and travel plans of the UK audience. Through innovative PR strategies and creative consumer activations, we're excited to help establish a compelling brand presence and capture share in key markets during this pivotal period." - Jonah Whitaker, Managing Partner, Black Diamond "Toronto's dynamic, multicultural character—encompassing world-class entertainment, a thriving culinary landscape, and unparalleled sporting experiences—positions itself as an attractive proposition for the UK. With strong air connectivity and manageable flight time, Toronto is strategically poised for growth, particularly with key calendar moments ahead, including the 2026 FIFA World Cup. Our focus will be on collaborating with valued travel trade and airline partners to deliver targeted initiatives that inspire, inform, and ultimately drive bookings to the destination. We are committed to enhancing Toronto's visibility and growing visitation to Toronto and Ontario." - Caroline Moultrie, President, MMGY EMEA "Right now Canada, characterized by stability and a strong commitment to international cooperation, makes it an ideal destination for large-scale events. Toronto has a real opportunity in this moment, its unparalleled infrastructure and vibrant cultural scene will meet the evolving needs of events planners and attendees alike. This is a pivotal time for Toronto to leverage its strengths and seize the moment in the UK market. AbleMaxx is positioned uniquely, with a global account portfolio, to leverage its expertise and connection to drive growth and success for Destination Toronto." - Maxine MacPherson, Managing Director, AbleMaxx Limited "There is strong momentum for Toronto in key Western European markets, including Germany, Switzerland, Austria, and the Netherlands. Travellers from these markets are increasingly seeking destinations that offer depth, authenticity, and cultural diversity. With its vibrant neighborhoods, rich cultural landscape, and welcoming, cosmopolitan spirit, Toronto speaks directly to what travelers from this region value most: genuine experiences and meaningful connections. Interest in the city is rising—and with this growing demand, Toronto is truly poised for growth as a destination. This is a unique moment to inspire purposeful travel and position it as the must-visit Canadian destination for those seeking something truly meaningful." - Detlef Freiherr von Weitershausen-Haner, EVP, MMGY Lieb About Destination Toronto Toronto's visitor economy is a vital economic engine for the city, generating nearly $9 billion in visitor spending in 2024. Destination Toronto's purpose is to ignite the city's visitor economy to enrich and empower its communities. Operating in partnership with the City of Toronto and the tourism and hospitality community, Destination Toronto promotes the city to attract visitors and major meetings and events, and supports local businesses in maximizing the opportunities of the visitor economy. For more information, please visit
Associated Press
19 hours ago
- Business
- Associated Press
Destination Toronto Expands Global Presence with New Offices in the U.K. and Germany
Canada's largest meeting of international travel buyers confirmed for Toronto in 2026 TORONTO, June 3, 2025 /CNW/ - Destination Toronto today announced the opening of international offices in the U.K. and Germany, advancing the city's global tourism strategy and expanding its reach with international leisure and business travellers. The strategic expansion comes at a time when shifting travel dynamics present a powerful opportunity for growth. Together, the U.K. and Germany delivered over 220,000 visitors and more than $320M in direct spending to Toronto's visitor economy in 2024. 'Diversifying our international markets has always been a priority—but now it's more critical than ever,' said Andrew Weir, President and CEO of Destination Toronto. 'This is a pivotal moment for Canada on the world stage and Toronto is taking deliberate steps to seize that opportunity and attract more international travellers.' Destination Toronto has engaged four complementary agencies in the U.K. and Western Europe to support distinct pillars of its strategy. The expanded presence will enable Toronto to tap into adjacent markets such as Ireland from the U.K., and Switzerland, Austria, and the Netherlands from Germany, amplifying the city in a bold and strategic way with visitors seeking a welcoming and diverse urban experience. In the U.K., Black Diamond will leverage their in-market media knowledge to secure diverse stories about the city, MMGY will drive visitor demand and leisure sales through travel trade distribution channels, and AbleMaxx Limited will source corporate leads to support future business events. In Germany, MMGY Lieb will support both media relations and leisure sales. 'What draws people to Toronto—and keeps them coming back—is the energy of our neighbourhoods, the diversity of our people, and the richness of experiences we proudly share with the world,' said Mayor Olivia Chow. 'International visitors contribute to the vibrancy and global character that define Toronto, and this is our moment to attract and welcome them in even greater numbers, bringing the benefits of visitor spending to local businesses and residents alike.' Marking the latest step in a global strategy to drive growth from diversified markets, the announcement builds on a series of international partnerships designed to strengthen Toronto's position with key markets and customer segments globally. Last year, Destination Toronto appointed PR Central as its Mexican in-market representation for leisure sales and media relations. Having the highest concentration of luxury hotels in the country, Destination Toronto renewed its status as a preferred destination with Virtuoso® —the leading global network of agencies specializing in luxury and experiential travel. Destination Toronto is also the only Canadian destination to secure an active partnership with the Event Leaders Exchange (ELX) community, a premier network for corporate event leaders. Hosting global travel buyers in Toronto Coinciding with the expansion of Toronto's international presence, Destination Toronto has confirmed that Rendez-vous Canada (RVC) will return to the city in 2026 marking another major opportunity to drive global tourism growth. Last held in Toronto in 2022, RVC brings more than 400 qualified buyers and media to Toronto to meet with destinations and tourism suppliers from across Canada. 'Hosting Rendez-Vous Canada is a live audition for more than 400 international travel buyers, enabling them to experience our city, build packages and market Toronto to their clients in the U.K., Germany, Mexico and other global markets,' said Mr. Weir. 'Fresh off the enormous success of Rendez-vous Canada 2025 in Winnipeg, we're welcoming the world to Toronto in 2026,' said Marsha Walden, President and CEO of Destination Canada. 'With tourism contributing $130 billion to our economy last year, Rendez-vous Canada plays a vital role in showcasing our legendary experiences and providing a marketplace platform for deal-making worth tens of millions in business. It's key to delivering the high growth and rapid returns in tourism export revenue building communities all across Canada.' Additional Quotes 'With the UK being one of Toronto's most resilient overseas markets, this is a significant moment for Destination Toronto to strengthen its presence on the international stage and expand into Western Europe. As a famously multicultural and diverse city, Toronto is uniquely positioned to capture the hearts and travel plans of the UK audience. Through innovative PR strategies and creative consumer activations, we're excited to help establish a compelling brand presence and capture share in key markets during this pivotal period.' - Jonah Whitaker, Managing Partner, Black Diamond 'Toronto's dynamic, multicultural character—encompassing world-class entertainment, a thriving culinary landscape, and unparalleled sporting experiences—positions itself as an attractive proposition for the UK. With strong air connectivity and manageable flight time, Toronto is strategically poised for growth, particularly with key calendar moments ahead, including the 2026 FIFA World Cup. Our focus will be on collaborating with valued travel trade and airline partners to deliver targeted initiatives that inspire, inform, and ultimately drive bookings to the destination. We are committed to enhancing Toronto's visibility and growing visitation to Toronto and Ontario.' - Caroline Moultrie, President, MMGY EMEA 'Right now Canada, characterized by stability and a strong commitment to international cooperation, makes it an ideal destination for large-scale events. Toronto has a real opportunity in this moment, its unparalleled infrastructure and vibrant cultural scene will meet the evolving needs of events planners and attendees alike. This is a pivotal time for Toronto to leverage its strengths and seize the moment in the UK market. AbleMaxx is positioned uniquely, with a global account portfolio, to leverage its expertise and connection to drive growth and success for Destination Toronto.' - Maxine MacPherson, Managing Director, AbleMaxx Limited 'There is strong momentum for Toronto in key Western European markets, including Germany, Switzerland, Austria, and the Netherlands. Travellers from these markets are increasingly seeking destinations that offer depth, authenticity, and cultural diversity. With its vibrant neighborhoods, rich cultural landscape, and welcoming, cosmopolitan spirit, Toronto speaks directly to what travelers from this region value most: genuine experiences and meaningful connections. Interest in the city is rising—and with this growing demand, Toronto is truly poised for growth as a destination. This is a unique moment to inspire purposeful travel and position it as the must-visit Canadian destination for those seeking something truly meaningful.' - Detlef Freiherr von Weitershausen-Haner, EVP, MMGY Lieb About Destination Toronto Toronto's visitor economy is a vital economic engine for the city, generating nearly $9 billion in visitor spending in 2024. Destination Toronto's purpose is to ignite the city's visitor economy to enrich and empower its communities. Operating in partnership with the City of Toronto and the tourism and hospitality community, Destination Toronto promotes the city to attract visitors and major meetings and events, and supports local businesses in maximizing the opportunities of the visitor economy. For more information, please visit SOURCE Destination Toronto
CTV News
3 days ago
- Business
- CTV News
‘We are bullish': Toronto tourism officials eyeing summer rebound despite drop in U.S. visitors
Emily Miller stops during her lunch break to take a selfie in front of giant letters spelling out Toronto, as workers set up for Pan Am Games public events in Nathan Phillips Square in central Toronto, Wednesday, July 8, 2015. (AP / Rebecca Blackwell) With just weeks to go until Toronto heats up with annual summer festivals and concerts, operators of tourist attractions say they're already feeling 'bullish' despite early signs that American visitors may be hesitating to make a trip up north. 'Overall, we are bullish on Toronto and on the tourism opportunity ahead of us right now,' Destination Toronto President and CEO Andrew Weir said. 'Certainly, in the first quarter this year, we saw small decline in visitation. There was a lot of noise, a lot of uncertainty about trade, around borders, and it just caused a lot of people to pause.' Despite the optimism, a new survey from the Tourism Industry Association of Ontario (TIAO) shows nearly one-third of Ontario businesses are already seeing fewer bookings from Americans—a crucial market that accounted for nearly 79 per cent of all international visits to Canada last year. The decline comes following a surge of growing patriotism with popular slogans like 'Buy Canadian' and 'Elbows Up' in addition to a souring relationship with the U.S. as President Donald Trump continues to suggest that Canada should become 'the 51st state.' Prime Minister Mark Carney and U.S. President Donald Trump engage in a meeting at the White House in Washington, D.C., Tuesday, May 6, 2025. THE CANADIAN PRESS/Adrian Wyld Prime Minister Mark Carney and U.S. President Donald Trump engage in a meeting at the White House in Washington, D.C., Tuesday, May 6, 2025. THE CANADIAN PRESS/Adrian Wyld American uncertainty, creating global opportunity In March, U.S. resident trips to Canada declined by about 6.6 per cent from the same time period in 2024, marking the first year-over-year decline since 2021, according to Statistics Canada. Arrivals by automobile were down 8.7 per cent in the month. On the other end, Canadians too have been hesitating travelling down south as recent data shows travelers took 35 per cent fewer trips in April this year. Still, Weir remains confident that the city can capitalize on shifting travel trends. 'At a time when demand for travel to the U.S. is down significantly… those travelers are going to look for alternate destinations, and what an opportunity that is for Canada and for Toronto specifically,' he said. 'It is a real opportunity for Toronto.' In an email to CTV News Toronto, a spokesperson for the CN Tower wrote said that it is 'hopeful travellers from around the world will take this opportunity to visit some of Canada's world class destinations, which offer unforgettable experiences as well as great value.' EDGEWALK Canadian Press reporter Alexandra Posadzki leans 1,168ft over Toronto's downtown while participating in a media preview of EdgeWalk on the CN Tower Wednesday, July 27, 2011. THE CANADIAN PRESS/Darren Calabrese (Darren Calabrese/The Canadian Press) Tourism is climbing — but not like 2019 Visitor numbers in Toronto have continued to recover from a pandemic low, with 400,000 more tourists arriving last year than in 2023, according to Destination Toronto. Still, the city remains about 600,000 visitors short of 2019 levels. Meanwhile, when it comes to spending by U.S travelers, Destination Toronto says numbers increased 10 per cent in 2024, though it still remains five per cent below pre-pandemic levels. That rebound, Weir says, has been helped in part by a stark increase in large meetings and conventions, which brought in nearly $619 million to the local economy last year. 'We think about summer travel as largely being leisure oriented… but there are a number of very large conventions that are coming to Toronto this year,' Weir said. 'It contributes to that diversification of the visitor mix, and that's so important as we plan for the future.' Summer hotel bookings already up Even though there was an early year slump, Weir emphasizes that people are already looking ahead to summertime in the GTA, noting hotel bookings are tracking ahead of years past. 'As we look to the summer months, we see hotel advance bookings are pacing ahead of last year for the summer,' Weir said. 'That's because after a period of slower travel demand, people rebound by traveling enthusiastically. We saw it after the pandemic.' Weir further explains that the poor first quarter 'does not necessarily constitute the beginning of a longer trend.' Instead, he suggests the dip was more of a temporary hesitation tied to the broader uncertainty happening across the world. 'What we're also doing is increasing our investment in some key overseas markets, particularly the UK, Germany and Mexico,' he said. 'In the current climate, some of which was unexpected… the opportunity is even greater because those travelers are looking away from the U.S. and looking for alternatives.' 'We still see a tremendous opportunity' Despite the ongoing political tensions, Destination Toronto says they haven't scaled back any effort to market in the U.S., noting it's still a 'tremendous opportunity.' 'The U.S. continues to be a very strategic and important market for us, and we've not reduced the effort in that market at all,' said Weir. 'We still see a tremendous opportunity there.' Toronto Caribana Parade Mas bands and pedestrians revel in the music as they walk the parade route at the Toronto Caribbean Carnival's grand parade, in Toronto on Saturday, July 30, 2016. THE CANADIAN PRESS/Cole Burston (COLE BURSTON/THE CANADIAN PRESS) For the city, the summer calendar already looks jam packed with annual high-profile events, such as Pride Toronto, the Caribbean Carnival, Salsa in Toronto, and an expected return of Drake's star studded OVO Fest. 'If American visitation were to decline, we'd become more dependent on domestic and international,' Weir added. 'But that diversification is exactly what positions Toronto for long-term resilience.' With files from The Canadian Press, CTV's Tyler Fleming and Phil Tsekouras…
Boston Globe
09-04-2025
- Boston Globe
Make America Go Away? American tourists worry about how Canadians will receive them this summer.
In shops, you can find 'Canada is Not for Sale' T-shirts and hats. MAGA-subversive 'Make America Go Away' hats are also popular. Canadian comedian Mike Myers has been signaling Get Starting Point A guide through the most important stories of the morning, delivered Monday through Friday. Enter Email Sign Up All of this is proving worrisome to Americans with Canadian vacation plans. What can American tourists expect if Canadians, once known as the politest denizens in the Northern Hemisphere and the most prolific users of the word 'sorry,' are booing the national anthem and have their elbows positioned in a defensive hockey stance? Advertisement 'Every summer we've been going to Prince Edward Island,' said Jill Graham of Windham, N.H. 'It's our favorite spot in the world. We usually drive, but I asked my husband, 'Should we fly there and rent a car instead? Would someone key our car because we have US license plates?' Do they realize not all of us agree with Trump?' Doug Hubley and his wife Gretchen Schaefer of Portland, Maine, also worry about their Canadian transcontinental train trip this summer. The couple, who describe themselves as progressive Democrats, wonder if the presence of vacationing Americans could worsen things. 'If they'd rather we didn't show up, we could have accepted that,' Hubley said. 'We want to show respect for people who otherwise are getting so much disrespect from certain representatives of the US.' T-shirts at the Billings Bridge Shopping Center reflect Canada's newfound sense of pride and patriotism. Christopher Muther/Globe Staff For those concerned about their vacation plans, the official message from Canada's tourism industry is that Americans are still welcome, and it's doubtful your car will get keyed (unless, perhaps, you're driving a Tesla Cybertruck plastered in Trump bumper stickers). The United States is Canada's largest tourism market. Last year, approximately 23.4 million US residents took trips to Canada, according to 'I will say Canadians are ready to welcome Americans on a person-to-person level,' said Andrew Weir, president and chief executive of Destination Toronto. 'We recognize that it's an important statement that visitors who come here are making. They are willing to travel, support, and learn more about us, and that's powerful.' Weir also pointed out that the favorable exchange rate has been a factor in enticing tourists to come north of the border. Advertisement However, ask locals outside of the tourism industry how they think Americans will be treated and the answers are slightly different. 'I don't think Americans will be treated as warmly as they usually are,' said Immanuel Lanzaderas, an attorney from Ottawa. 'Canadians are far too British to say anything rude to your face. But when you turn around to leave, they might say to the person sitting next to them, 'Can you believe they even admit they're from America now?' It's very subtle.' Sabrina MacLean, bartender at the Clarendon restaurant in Ottawa, fills drink orders during happy hour at the bar. Christopher Muther/Globe Staff The sentiment was similar during happy hour at the Clarendon Tavern in Ottawa's Bywater Market. Bartender Sabrina MacLean said she doesn't anticipate Americans being treated radically differently by Canadians, unless they show up in 'Make America Great Again' gear or start talking about Canada as the 51st state. 'I think that's just common courtesy,' she said. 'Things are very politically charged right now. You should be respectful if you're a guest in someone's country. I haven't seen that happen, and I can't imagine something like that ever happening, but I never thought I'd see a trade war between the US and Canada, so who knows?' At a sugar shack outside the city, Raluca Boros, who works for 'It's reached a point where people will want to engage and hear what Americans are thinking,' she said. While there are endless stories about declining relations between the two countries, spending time here is the best way to see what's happening. It's the little things that stand out. At Advertisement 'I've never seen it out this early,' said Dollarama customer Charlotte Scott as she picked up a maple leaf pinwheel for her daughter. Canada Day is nearly three months away, but stores in Ottawa are already stocked with patriotic ephemera. Christopher Muther/Globe Staff On Parliament Hill, John Tremblay and his family were visiting from Montreal and touring the Canadian Senate and House of Commons. Tremblay said it was his first time seeing the government buildings, and that the tariffs and talk of Canadian annexation partially inspired the trip. 'A lot of us take what we have here for granted, but lately I realize we're lucky,' Tremblay said. 'Our government isn't perfect, and Canada is far from perfect, but when I see what's happening in the US, I'm thankful to be in a place where I feel safe, and my family can feel safe.' In the face of tariffs, Canadians are increasingly turning to locally made products, and leaving American goods and produce on shelves. Christopher Muther/Globe Staff Tremblay and others here pointed out that a power shift, at least on Canadian soil, seems to be underway. Canadians are feeling more proud than ever of their heritage and their country. Meanwhile, tourists from the United States no longer seem quite as smug. Brandi Inns, a waitress at 'Everyone, and I mean everyone, I've served from the US since Mr. Trump took office, are all very apologetic about how he's treating Canada,' Inns said as she served French toast and coffee during the breakfast rush. 'It's as if they somehow feel personally responsible. Or they're scared of how we'll treat them. It's completely different from what it was a year ago.' Advertisement Christopher Muther can be reached at
