By MICHAEL BAGINSKI/ With “elbows up” tourism in full force, as well as increasing interest in Canada from abroad, Rendez-vous Canada (RVC), wraps up in Toronto today (Friday) having hosted a record number of international travel buyers and Canadian tourism sellers – a peak performance symbolized by an opening night reception attended by many of the 1,500 delegates at the top of the CN Tower.
Hosted by Destination Canada and the Travel Industry Association of Canada (TIAC), the 49th version of Canada’s largest international tourism trade show set up at the Metro Toronto Convention Centre for four days this week with 518 buyers from 24 international markets in attendance, signalling “unprecedented global interest in Canada’s tourism experiences,” according to TIAC.
In sum, RVC 2026 attracted over 100 buyers more than last year and represented all of Canada’s target markets, including Brazil, France and, notably, China, the latter reflecting the reinstatement of Canada’s Approved Destination Status (ADS) in November 2025.
From the Canadian side, 900 sellers representing more than 500 Canadian tourism organizations were on hand, including close to 40 Indigenous entrepreneurs, with Destination Canada’s Maureen Riley stating, Indigenous tourism is “part of who we are.”
At the same time, the show welcomed an increased cohort of buyers from Canadian companies looking to add domestic product for Canadians who may be looking for alternatives to travelling in the U.S.
Traditionally, Canadians organize their own travel within Canada, but with more people looking further afield (e.g. Vancouverites travelling to Atlantic Canada or vice versa), many are increasingly seeking support from tour companies and travel advisors, Jennifer Taylor of TIAC told Travel Industry Today.
Riley added that traveller interests are changing, with people looking to engage in a wider range of activities, getting off the beaten path and into communities, and not simply relying on known bucket list destinations/attractions.
TIAC’s president and CEO Sébastien Benedict said he expects a record level of domestic tourism this year, and noted the return of the Canada Strong Pass, offering both Canadians and international visitors free Via Rail trips for people under 18 travelling with their parents, and 25% off fares for travellers between 18 and 24 years old. Also, free entry to all Parks Canada sites and a 25% rebate on camping fees; and free entry for children under 18 and 50% off for people aged 18 to 24 at while national museums and participating provincial and territorial museums and art galleries.
Tourism revenue in Canada is projected to increase by 6% and reach $140.9 billion this year according to the Canadian Tourism Outlook Report, produced by Destination Canada and Tourism Economics.
Spotlight on Toronto and Ontario
With Toronto hosting RVC for the 8th time (the last time in 2022, a pandemic year), and in the lead-up to hosting multiple FIFA World Cup games and festivities in June and July, the show once again provided and opportunity for the city to showcase its diverse culinary scene, culturally rich neighbourhoods, and year-round lineup of attractions, festivals, and sporting events, said Tourism Toronto.
Andrew Weir, President and CEO of Destination Toronto, added, “Having buyers from around the world experience Toronto firsthand is one of the most powerful ways to drive future visitation… At a time when tourism continues to prove itself as a high-growth, tariff-free export sector, building strong connections across a diversified mix of international markets is critical to Toronto’s long-term growth.”
Additionally, more than 85 Ontario tourism businesses and organizations participated in the marketplace, meeting with international buyers to build relationships and secure future visitation for destinations and experiences across the province.
50th anniversary
Always big news at TIAC is the announcement of the following year’s host city – this year in particular as Calgary was tapped to stage the 50th anniversary of RVC in 2027.
Outspoken Travel Alberta CEO David Goldstein was quick to thrown down the gauntlet, quipping, “We’re going to make Toronto look like a small town!”
Goldstein offered that Edmonton two years ago currently rates as “the best RVC ever” and says visitors to the show next year will get a great taste of Western hospitality and have a chance to explore Alberta’s 10 tourism zones and see a lot of the province “beyond the usual suspects.”
“We will have a lot of really cool product, including rural product,” he continued, adding that Alberta will show off its $100-million-plus investment in Indigenous tourism, which makes up about 15% of the province’s tourism portfolio
Also on display will be Jasper – “a case study in resilience” – which continues its recovery from the devastating wildfires of 2024.
Responding to a tongue-in-cheek question as to whether Alberta’s upcoming referendum on sovereignty will in fact result in Rendez-vous Canada 2027 not actually taking place in Canada, an irritated Goldstein snapped, “see the sign” (photo above).
Beyond Calgary 2027, Niagara Falls, Halifax and Ottawa were designated for the following three years, 2028-30.
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