Record Buyer Interest Drives Toronto Tourism Summit

Rendez-vous Canada, the country's premier international tourism trade show, is expected to generate more than $100 million in sales when it opens in Toronto this week. The May 26-29 event will bring together over 1,400 attendees, including 500+ qualified buyers from 24 international markets and 900+ Canadian tourism sellers.

The preliminary direct economic impact to Toronto is approximately $6.7 million, with an additional $5.7 million in indirect and induced business activity. Participants have already scheduled more than 60,000 business-to-business appointments.

"Tourism is one of Canada's most immediate and scalable export opportunities, and Rendez-vous Canada is where that opportunity turns into action," said Marsha Walden, President and CEO, Destination Canada. "This year, we are welcoming a record number of international buyers, creating new opportunities for Canadian tourism businesses to diversify trade, grow global market share and generate economic benefits for communities across the country."

Global Demand Strengthens Post-ADS Reinstatement

The event signals accelerating international interest in Canadian destinations following the reinstatement of Canada's Approved Destination Status (ADS) in November 2025. Buyer registrations from Brazil, France, China, and the U.S. are particularly strong—100+ more buyers are attending than in 2025.

According to the Canadian Tourism Outlook Report, travel and tourism revenue is projected to increase 6% and reach $140.9 billion this year. Tourism contributes 9-10% of Canada's goal to secure an additional $300 billion in non-US exports by 2035.

Toronto Showcases City Assets to Global Market

Toronto's hospitality sector is actively participating, with more than 85 Ontario tourism businesses and organizations attending. The city's tourism performance strengthens the case for hosting: Toronto welcomed a record 28.2 million visitors in 2025, generating $9.1 billion in visitor spending. International arrivals rose 8% to 1.4 million, led by growth from the U.K. and Germany.

"Having buyers from around the world experience Toronto firsthand is one of the most powerful ways to drive future visitation," said Andrew Weir, President and CEO of Destination Toronto. "They'll feel the energy building ahead of the FIFA World Cup, alongside the city's vibrant neighbourhoods, globally diverse culinary scene and year-round diverse attractions and experiences."

Approximately 215 buyers and travel trade media will participate in 17 pre- and post-familiarization tours throughout Ontario, offering first-hand exposure to the province's destinations.

Industry Endorsement

"Rendez-vous Canada is not only one of the most important events for our tourism sector, it is an important business event for Canada," said Sébastien Benedict, President and CEO, Tourism Industry Association of Canada. "By bringing Canadian tourism businesses and destinations together with international buyers, RVC helps generate new partnerships, expand market access and turn global interest in Canada into real business for communities across the country."

The 2025 event in Winnipeg generated an estimated $4.6 million in economic impact and $89.6 million in business commitments over three days, providing a benchmark for this year's Toronto gathering.

Why It Matters

For hospitality and tourism operators, Rendez-vous Canada represents a critical opportunity to build international distribution channels and diversify revenue sources at a time when global travel demand is accelerating. The event's record attendance and pre-scheduled appointments signal strong buyer appetite—particularly from markets like Brazil, France, and China—suggesting sustained growth potential for Canada's visitor economy through 2026 and beyond. With tourism now positioned as a tariff-free export sector supporting Canada's broader trade diversification strategy, success at RVC translates directly into pipeline development for food and beverage operations within hotels, attractions, and destination marketing.

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Written by FBM Publications Editors