Destination Toronto has opened new international offices in the UK (and Germany), expanding into the European market. As part of the new push, Nicola Alexander has been appointed as UK sales director.
In 2024, visitors from the UK and Germany contributed over 220,000 arrivals and more than $320m in direct spending to Toronto’s visitor economy. Now, the city wants appeal more to European visitors, perhaps in part due to worsening relations with the USA.
AbleMaxx Ltd is a UK-based sales and marketing agency specialising in global destination representation. AbleMaxx Ltd to lead MICE market development, sourcing corporate leads and supporting large-scale business events.
The agency joins Black Diamond (media relations) and MMGY (travel trade) in covering the UK market for Destination Toronto. Nicola Alexander In Germany, MMGY Lieb will manage both trade and media representation across the DACH region.
“This is a pivotal time for Toronto,” said Maxine MacPherson, managing director of AbleMaxx. “The city is well positioned to meet the needs of modern event planners. Canada’s stability and global reputation only strengthen that offer.”
AbleMaxx has also announced the appointment of Nicola Alexander as UK sales director for Destination Toronto. She brings over 25 years of experience in destination marketing, with past roles at Explore Edmonton and Travel Alberta. Alexander has previously worked directly with Toronto, giving her detailed insight.
“I’m excited to help UK organisers align with Toronto’s key industries and create impactful, sustainable events,” said Alexander.
The expansion follows recent international efforts by Destination Toronto, including: A new partnership with PR Central for the Mexican market Renewal of its preferred status with Virtuoso®, the global luxury travel network Membership in Event Leaders Exchange (ELX), a leading network for corporate event professionals
The announcement also coincides with confirmation that Rendez-vous Canada – Canada’s largest travel trade show – will return to Toronto in 2026. The event will bring 400+ international buyers and media to meet with Canadian destinations and suppliers.
“Toronto is ready to welcome the world,” added Marsha Walden, CEO of Destination Canada. “With tourism contributing $130bn to Canada’s economy last year, events like RVC are key to driving export growth.”
