More than 500 travel buyers from 24 international markets were in Toronto last week for Canada’s largest international tourism trade show. Here’s what we learned about the opportunities and trends shaping Toronto’s key markets.
A record number of international travel buyers and Canadian tourism sellers gathered in Toronto for Rendez-vous Canada (RVC) from May 26 to 29, 2026, underscoring growing interest in both the city and Canada from international markets. Hosted by Destination Canada and TIAC and co-hosted by Destination Toronto and Destination Ontario, the event offered a unique opportunity to showcase the city firsthand to the buyers who help shape international travel programs, while strengthening connections in the markets that will support future growth.
Terminal editor Kathy Motton connected with Roseanne Longo, Vice-President, Global Leisure Sales, to discuss the value of hosting Rendez-vous Canada and the key opportunities and trends that emerged from Destination Toronto’s buyer meetings during the event.
Kathy Motton: Our team met with buyers from around the world this week, including key markets in the U.K., Europe, Mexico, and the re-emerging China market. What were some of the most notable travel trends and opportunities that emerged from those conversations?
Across all markets, travellers are increasingly turning to travel planners for expertise and reassurance amid geopolitical uncertainty. Demand for customized itineraries and higher-touch service continues to grow as travellers seek confidence and certainty in their destination choices.
Operators also reported solid bookings for Toronto through the remainder of 2026, with encouraging interest and advance bookings already building for 2027.
- Roseanne Longo, VP of Global Leisure Sales
In markets like the U.K. and Ireland, Toronto is seeing growing strength as a stand-alone city break destination, while also being built into longer itineraries. Travellers are spending more time in the city, taking advantage of its food, culture, neighbourhoods, attractions, and major events, while also pairing their trips with visits to Niagara Falls, Ontario’s wine region, Blue Mountain, Kingston, and Ottawa.
Similarly, buyers from Germany, Austria, Switzerland, and the Netherlands continue to report strong interest in longer trips that combine city experiences with outdoor adventures. Toronto is often the starting and ending point for these itineraries, with visitors spending several days in the city before or after exploring other parts of Ontario.
In Mexico, family travel remains a major driver, with strong interest in attractions and experiences that appeal to multiple generations, as well as travel centred around key holidays such as Easter and winter experiences.
Operators also reported solid bookings for Toronto through the remainder of 2026, with encouraging interest and advance bookings already building for 2027. Many buyers are requesting 2027 and 2028 rates from suppliers as they begin planning future travel programs.
With Approved Destination Status (ADS) restored from China, more than 60 Chinese buyers attended RVC, signalling renewed interest from a market that has been largely absent since the suspension of group travel. Buyers noted that early planning and clear documentation remain important, while improved air access to Toronto and the city’s proximity to Niagara Falls and other regional experiences position us well for future growth.
KM: What aspects of Toronto resonated most strongly with buyers during their time in the city?
RL: Feedback on Toronto was overwhelmingly positive. Across markets, buyers consistently highlighted the city's vibrancy, walkability, and the ease of accessing attractions, restaurants, shopping, and hotels. Many also commented on Toronto's strong sports culture, particularly with three Blue Jays home games taking place during the conference, as well as the sense of safety they experienced while exploring the city and the amount of new development taking place across Toronto.
Across markets, buyers consistently highlighted the city's vibrancy, walkability, and the ease of accessing attractions, restaurants, shopping, and hotels.
- Roseanne Longo, VP of Global Leisure Sales
While interests varied by market, Toronto's culinary scene, diversity, shopping, sports, and cultural experiences resonated strongly. Buyers increasingly recognize the broad range of experiences available to visitors and the ability to tailor itineraries to accommodate different traveller interests.
For buyers from the U.K. and Ireland, Toronto's diversity, food scene, sports offerings, shopping, and access to outdoor experiences stood out. There was also strong interest in the city's continued growth and its position as one of North America's largest and most diverse urban centres.
In Germany, Austria, Switzerland, and the Netherlands, buyers were particularly drawn to Toronto's walkability, neighbourhoods, waterfront, and Toronto Islands, as well as the opportunity to combine a city stay with destinations such as Niagara, Muskoka, Algonquin Park, Ottawa, and Kingston.
In Mexico, food experiences, shopping, winter activities, festivals, and family-friendly attractions generated significant interest.
KM: Beyond the immediate business generated during the event, what is the long-term value of bringing international buyers to experience Toronto firsthand?
RL: At a time when Toronto is seeing growing interest from international markets, hosting Rendez-vous Canada provided a unique opportunity to turn awareness into future visitation. Buyers consistently told us that Toronto’s diversity, inclusivity, and welcoming reputation resonate strongly with travellers, and there is no substitute for experiencing those qualities firsthand.
When buyers experience Toronto firsthand, meet local partners, and explore the city’s attractions, neighbourhoods, and experiences, they return home better equipped to sell the destination and more confident in recommending it to their clients.
- Roseanne Longo, VP of Global Leisure Sales
The appointments and business development conducted during Rendez-vous Canada are critical to driving future visitation, but hosting the event takes that opportunity to another level. Seeing the city in person helps buyers understand how Toronto fits into the itineraries they are building for their clients and gives them greater confidence in recommending the destination.
In addition to Destination Toronto’s 200 buyer appointments during the RVC marketplace, we partnered with industry stakeholders to host 10 curated city tours and collaborated with Destination Ontario on the 14 pre and post-familiarization tours for more than 400 buyer delegates who signed up for these fam programs. These experiences introduced buyers from key international markets, including the U.S., U.K., Western Europe, Mexico, Brazil, Japan, South Korea, and Australia, to Toronto experiences and destinations across Ontario. We also hosted a dedicated China buyer familiarization tour, reflecting renewed interest from a market that is continuing to reopen and rebuild.
When buyers experience Toronto firsthand, meet local partners, and explore the city’s attractions, neighbourhoods, and experiences, they return home better equipped to sell the destination and more confident in recommending it to their clients. Those relationships and experiences often translate into future bookings for years to come.
