Destination Toronto Expands with New Offices in the U.K. and Germany

Destination Toronto, the city’s tourism arm, is expanding its international reach by opening two new offices in the U.K. and Germany.

The move will allow the organization to tap into adjacent markets—such as Ireland from the U.K. and Switzerland and the Netherlands from Germany—and build on what is already a growing source of visitors. In 2024, the U.K. and Germany together delivered more than 220,000 visitors and over $320 million in direct spending to Toronto’s economy.

In the U.K., Destination Toronto will partner with three groups to drive awareness and engagement: Black Diamond, a travel marketing data company that also works with Visit California, among others; MMGY, which recently announced a partnership with Abu Dhabi in North America and will handle travel trade distribution for Toronto; and AbleMaxx, which will focus on corporate travel.

In Germany, the organization will work with MMGY Lieb for both public relations and marketing efforts.

“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, travel and tourism drove $8.8 billion into the city’s economy last year, the highest level of visitor spending ever recorded in the city. Toronto also recorded nine million overnight visitors last year, the most since the pandemic but 600,000 fewer than the number of visitors welcomed in 2019.