TORONTO — Destination Toronto has opened 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 more than 220,000 visitors and more than $320 million 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,” says 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,” says 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.
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,” says Weir.
“Fresh off the enormous success of Rendez-vous Canada 2025 in Winnipeg, we’re welcoming the world to Toronto in 2026,” says 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.”
