Ontario’s green space capital Toronto – Image: Destination Toronto
Destination Toronto has opened new international offices in the U.K. and Germany to advance the city’s global tourism strategy. According to a press release, the expanded presence will enable Toronto as the capital of Ontario, Canada, to tap into adjacent markets such as Ireland from the U.K., and Switzerland, Austria, and the Netherlands from Germany to reach more 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.
“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.”
Canadian Indigenous Festival in Toronto, Ontario – Image: Destination Toronto
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.
Stand-up-paddlers in Toronto, Ontario – Image: Destination Ontario
“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, Black Diamond Marketing, London
“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, MMGY Lieb Management, Munich
(NAN/Dest. Toronto 17-06-25)
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 DestinationToronto.com.
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