Destination Northern Ontario Participates in Showcase Canada Europe Event

by Sara Currier | January 17, 2025

Annually, Destination Canada hosts Showcase Canada Europe, an invite-only event, which brings together over 100 key tour operators from around Europe with 150 destinations from across Canada. The three-day event aims to help Canadian suppliers improve sales and business relationships with key players in the European tourism industry through the networking events included in the program.

There was significant interest in Northern Ontario as a destination, with many tour operators asking questions about RV touring routes, outdoor activities along the Great Lakes, and Indigenous experiences. Over three days, Northern Ontario had a full schedule, meeting with 65 European tour operators.

Following the Showcase Canada event, Ian McMillan participated in a series of Destination Canada in-house training sessions in Germany. The training sessions included the DERTOUR offices in Frankfurt, the TUI Group offices in Hannover, and the Canadian Embassy in Berlin. Over 200 key staff members attended the presentations and participated in marketplaces in each location. Only 25 destinations were invited from across Canada to participate in this event.

Through Destination Northern Ontario's international market development activities, there has been a significant increase in tour operators developing Northern Ontario itineraries that include products and experiences, helping to establish Northern Ontario as a destination of choice for international travelers.