by Jen Mallia
Last updated: 12:20 PM ET, Tue June 3, 2025
Toronto is a world class city. Destination Toronto aims to showcase it to the world and is opening overseas offices, in the U.K. and Germany, to help in that goal.
"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."
According to Destination Toronto, in 2024, more than 220,000 people visited the city from Germany and the U.K. spending more than $320 million.
Three U.K. agencies and one German agency have been engaged to drive visitor demand by working with travel trade, media and suppliers in the United Kingdom and Western Europe.
"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."
Destination Toronto calls this “the latest step in a global strategy to drive growth from diversified markets.” It’s part of the plan to nurture international partnerships, designed to strengthen Toronto's position with key markets and customer segments globally.
Topics From This Article to Explore
