Broadway Inbound and Moulin Rouge! take Toronto with a VIP preview

Broadway isn’t just a stage — it’s an experience that transforms any trip to New York into something extraordinary.

As Todd Rappaport, senior director of marketing and communications for The Shubert Organization, America's oldest professional theatre company with nearly 120 years of history, put it, “Help Canadians have an amazing New York experience. No visit to New York is complete without seeing a Broadway show.”

Last night (Nov. 20), PAX was treated to this very magic at an exclusive event hosted by The Shubert Organization and Broadway Inbound, represented in Canada by VoX International. 

Held at the CAA Ed Mirvish Theatre in Toronto, the evening offered travel trade media a VIP preview of the Canadian premiere of Moulin Rouge! The Musical, a, high-energy musical that brings to life a passionate love story set against a Parisian backdrop, featuring over 70 iconic pop songs in a jukebox format from artists like Elton John, the Rolling Stones, Lady Gaga and Adele.

Running until Jan. 12, 2025, the production brings Broadway to Toronto, highlighting the magic of live theatre as part of a memorable travel experience.

PAX got the full VIP treatment, starting with a pre-show reception in the Ed and Anne Mirvish VIP Suite, where the evening’s hosts talked about making Broadway a travel must-have. 

“Our goal is to encourage travellers to New York to see a Broadway show, to make it a part of their itinerary,” Rappaport shared with PAX.

According to Rappaport, with many Canadians visiting New York every year, Broadway Inbound aims to ensure they have easy access to authentic, official tickets for the best productions.

Susan Webb, president of VoX International, highlighted the opportunity Broadway presents for travel agents:

“We represent Broadway Inbound in Canada and work with amazing partners who work directly with travel agents to sell tickets for Broadway and other events, offering great opportunities for travel companies to generate additional revenue.”

Travel advisors can book shows through Viator, Get Your Guide, Travel Brands, Expedia TAAP or SimplyiTickets – and earn a commission, too.

Broadway Inbound: enhancing Canadian travel 

So, how can Broadway Inbound help the travel trade? Rappaport says by providing Canadian tour operators and agents easy access to official Broadway tickets for their clients, including group bookings.  

Broadway Inbound provides direct access to the Shubert Organization’s Broadway Collection, a growing selection of 27 Broadway shows, promoting them to the travel industry.

Rappaport says the goal is to make Broadway a key part of every New York trip while simplifying bookings for travel professionals.

“So many people come to New York and don’t either include a Broadway show in their itinerary, or don’t know how and where to find the official tickets. They want to make sure they’re getting the real thing," said Rappaport.

Broadway Inbound ensures travellers receive their tickets in advance, eliminating the hassle of ticket hunting or securing prime seats. It offers sales up to the day of the show, access to order history, online payment and flexible policies. Plus, Canadian travel pros can purchase tickets in Canadian dollars.

Travel professionals can book tickets directly via Broadway Inbound’s API or through their pro login.

READ MORE - On Location: So, your NYC-bound clients want to see a show? Here’s how agents can access Broadway’s best

Entertainment drives Canadian travel motivation 

Additionally, 44 per cent of global travellers use concerts or live events as reasons to visit new destinations. This trend, known as tour tourism, highlights the importance of live events in influencing travel.

“No visit to New York is complete without seeing a Broadway show. There are many things to do in the city, but if they don't see a show, they're not getting the full picture,” concluded Rappaport.

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