GNTO & Lufthansa serve up a taste of Germany in Toronto

BY NUPUR SINGH

The German National Tourist Office and Lufthansa welcomed 35 media and industry guests to Cirillo’s Culinary Academy in Toronto on Nov. 12 for “A Taste of Christmas in Germany.”

Anja Brokjans, director of marketing and sales Canada for the German National Tourist Office, was joined by diplomatic, trade and aviation partners.

Attendees rolled up their sleeves for a cooking workshop, preparing a traditional German menu.

The session explored how advisors can incorporate local food experiences and cultural workshops into winter itineraries.

"By cooking together, we want to give guests a true taste of the regional traditions and festive flavours waiting for Canadian travellers in Germany during the Christmas season," said Anja Brokjans, director of marketing and sales Canada for the German National Tourist Office. 

"For travel advisors, pairing a Christmas market visit with a local cooking class or bakery tour is a great way to help clients connect directly with the people behind those holiday customs."

Taste of winter

For advisors, the winter season offers strong sales potential through experiential travel. 

Winter offers opportunities to recommend experiences beyond sightseeing, including regional baking workshops, stollen and gingerbread tastings and Christmas markets. 

Other options include thermal baths in Baden-Baden, cosy cafés and forest walks in the Harz Mountains. 

Canadian visits keep climbing

According to IPK International’s World Travel Monitor data highlighted by the German National Tourist Office, Canadian overnight stays in Germany rose six per cent in 2025 to 748,581, with a further 0.4 per cent increase from January to August 2026 compared with the same period in 2025. 

Canadian overnight stays have grown by 20 per cent since 2016 and surpassed their 2019 level. 

Germany also ranked fifth among European destinations for Canadian outbound trips in 2025.

Touring holidays accounted for 56 per cent of Canadian holiday trips to Germany in 2025, while city trips or visits to an event accounted for 23 per cent.

Germany recorded 57 million international overnight stays from January to August 2026, according to preliminary figures from Germany’s Federal Statistical Office.

More ways to get there

Christina Meakin, director of sales Canada for the Lufthansa Group, highlighted Discover Airlines’ upcoming seasonal nonstop service between Edmonton and Frankfurt, scheduled to launch June 1, 2027.

Meakin said the addition would bring the group’s Canadian gateways to six, alongside Vancouver, Calgary, Toronto, Montreal and Halifax.

Meakin said the Lufthansa Group operates up to 89 weekly nonstop flights between Canada and Europe, with onward connections available. 

Lufthansa is also marking 70 years since its first flight to Montreal in 1956.

Meakin also outlined onboard developments, including high-speed Starlink Wi-Fi, the Allegris intercontinental cabin product and the “Future Onboard Experience” (FOX) update. 

The presentation also highlighted cultural events and openings for 2027, including the Elbphilharmonie’s 10th anniversary in Hamburg, the reopening of Berlin’s Pergamon Museum on June 4 and Documenta 16 in Kassel from June 12 to Sept. 19. 

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