New data points to strong summer for Toronto's tourism sector

New data points to strong summer for Toronto's tourism sector

Destination Toronto reports a 17% increase in international visits in May, June and July

Toronto’s busy summer of concerts, festivals and FIFA World Cup matches helped draw more international visitors to the city, with new tourism data pointing to continued growth in the visitor economy.

According to Destination Toronto, the official organization that promotes tourism in the Toronto region, international visits from the U.S. and overseas were up 17 per cent in May, June and July compared with the same period last year. The tourism organization says the increase reflects a strategy to attract visitors from a wider range of markets, alongside a packed calendar of major events.

“We saw a real diversification in terms of the different types of visitors that were coming,” said Kelly Jackson, vice-president of destination development at Destination Toronto.

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Jackson said the city hosted more than 45 major conferences and conventions in 2026, with some events scheduled earlier in the year to accommodate the World Cup. That was in addition to major concerts like Rush, Bruno Mars and BTS.

“That combination of big events like the World Cup, but also annual celebrations, business events and major festivals, I think all added up to make Toronto a really hot place to be this past summer, Jackson said.”

World Cup draws international visitors

Toronto hosted six FIFA World Cup matches this summer, which brought a boost in international travellers.

According to Destination Toronto's data, compared with June 2025, visits from the United Kingdom increased 46 per cent, while visits from Germany rose 59 per cent and those from the United States climbed 19 per cent.

Domestic visits also increased 25 per cent year over year.

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The Greater Toronto Hotel Association says the tournament’s impact extended beyond downtown Toronto.

Across the Greater Toronto Area, revenue per available hotel room was up 6.2 per cent through July compared with last year. June recorded a 10 per cent increase, though the association noted that demand was concentrated around match days rather than evenly distributed throughout the month.

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Destination Toronto says August also showed signs of continued strength, with reported hotel demand up 10 per cent year over year, representing approximately 68,000 additional room nights.

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While the latest figures point to positive momentum, Frédéric Dimanche, a professor in the hospitality and tourism department at Toronto Metropolitan University, said Canada has yet to return to tourism levels of 2019.

However, he says, Destination Toronto's efforts and major events could help Toronto build longer-term relationships with visitors, encouraging them to return.

“Events generate awareness, they generate perceptions of quality about the destination, and that creates loyalty over the years,” Dimanche said.

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Destination Toronto notes that the recovery in visits from the U.S. is another positive sign for the city. After a decline in 2025 amid geopolitical tensions, visits from the U.S. increased year over year for five consecutive months through to July.

Dimanche said the relatively low Canadian dollar could also help attract international travellers by making Canada a more affordable destination for visitors spending U.S. dollars or euros.

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Domestic tourism, however, faces a different set of challenges.

“Toronto is expensive, Canada is expensive to travel in, whether we’re talking about transportation or accommodation,” he said.

Looking ahead, Destination Toronto is also anticipating a strong start to 2027, with 12 Backstreet Boys shows scheduled for February and March — a potential boost during a traditionally quieter period for tourism.

Talia Ricci is a TV, radio and web reporter at CBC Toronto. She enjoys covering offbeat human interest stories and exposing social justice issues. Talia has also reported in London, Ont. and Winnipeg, Man. You can email story ideas to talia.ricci@cbc.ca.