Moonwalk moments: Travel pros experience MJ The Musical with Broadway Inbound & VoX

Talk about a “thriller’ peek into Broadway.

Broadway Inbound, represented in Canada by VoX International, hosted a select group of travel partners in a private suite at Toronto’s CAA Ed Mirvish Theatre on Tuesday (Oct. 14) for an exclusive viewing of MJ The Musical.

Broadway Inbound is a company that puts tickets in the hands of travel professionals ahead of time, acting as a wholesaler for group buyers, tour operators, and the travel industry.

In partnership with The Broadway Collection—a group of leading Broadway shows and events – the company provides real-time availability to productions, offering experiences for both individuals and groups.

Beyond Broadway, Broadway Inbound also works with the New York City Ballet, the Metropolitan Opera, and even the New York Yankees.

Travel advisors can book tickets through platforms such as Viator, Get Your Guide, Travel Brands, Expedia TAAP, or SimplyiTickets, earning commissions along the way. 

At last night's event, Bob Hofmann, VP and co-founder of Broadway Inbound, emphasized the company’s mission: “We’re here to make sure visitors, no matter where they are, have access to Broadway as an option whenever they're travelling into New York,” he said.

The tourism industry is “so important to Broadway as a whole,” he went on to say, noting that 60 to 65 per cent of Broadway’s audience comes from visitors.

Depending on the time of year, 20 to 25 per cent is international.

Hofmann highlighted the broader purpose of the evening: showcasing MJ The Musical as part of the wider Broadway Collection.

“Yes, we want you to come to New York, but we also want you to know the shows. MJ is playing across Canada. We're here tonight to help you understand what our product is,” he said.

The Broadway production of MJ The Musical debuted at New York’s Neil Simon Theatre, officially opening in February 2022. 

The musical itself is a jukebox biographical show centered on Michael Jackson’s creative process while rehearsing for his 1992 Dangerous World Tour.

It celebrates his music, artistry, and dance—truly a “moonwalk” through his creative genius—while also exploring elements of his personal life, including family dynamics and personal struggles.

Hofmann underscored that the ultimate goal of Broadway Inbound is access, ensuring travel partners have access to tickets, which extends to travel advisors. 

Broadway Inbound isn’t a ticket re-seller. Rather, it offers the trade access to FIT and group inventory direct from the box office—available online, or via API, to its partners.

It allows sales up to the day of the show, access to order history, online payment, and flexible policies. For travel pros in Canada, tickets can be purchased in Canadian dollars.

The Broadway Collection, meanwhile, is a marketing arm, offering up photos and videos that can help partners sell shows.

“We want to make sure our travel partners have what they need to help sell the experience of Broadway to their visitors," he said.

MJ The Musical is playing in Toronto until November 2. For info on Broadway Inbound, click here.

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