Toronto Sees Tourism Surge from U.K., Germany & South America

Toronto’s tourism sector is slowly but surely returning to normal with the city seeing a large number of inbound international visitors due, in part, to an increase from European travellers. The city saw an impressive nine million visitors in 2024, just 600,000 short of pre-pandemic record numbers in “what was a demonstration to the world that this great city is back and open for business,” according to Destination Toronto. The largest portion of these visitors came from within Canada, while American tourists followed with 1.6 million arrivals. However, despite this positive momentum, Toronto saw a slight decline in tourist numbers in the first quarter of 2025, with a four per cent drop year over year. This decline is attributed to persistent geopolitical and economic uncertainties, which continue to impact global travel patterns. One of the most notable trends in Toronto’s tourism rebound is the increasing number of visitors from Europe. Destination Toronto’s report indicates that by June 2025, visitor numbers from both the United Kingdom and Germany had increased by six percent compared to the previous year. Experts suggest that this rise in European tourism may be linked to Europeans seeking fresh and cost-effective travel destinations. Toronto’s relative affordability compared to other major European destinations plays a key role in its appeal. Wayne Smith, a tourism professor at Toronto Metropolitan University, highlights that the strong exchange rate of the euro against the Canadian dollar has made Toronto an attractive value destination for European travelers. For instance, visitors from Europe are able to book accommodations for approximately \$200 a night, a price significantly lower than what they would pay in many parts of Europe.