Miami brings the heat to Toronto at Great Canadian Miami Mission

As Toronto shivered through another stretch of winter cold, Greater Miami and Miami Beach offered a warm-weather counterpoint on Thursday (Jan. 29) evening, hosting its Great Canadian Miami Mission at Lula Lounge.

The event brought together travel advisors, media, influencers, and industry partners for an evening of Miami-style energy, complete with salsa rhythms, a Miami-inspired buffet, and networking. 

Supporting partners included Air Canada and Porter Airlines, underscoring the destination’s ongoing focus on the Canadian market.

“This year, we felt we needed to be here. Canada’s a big market for us, and it’s one of our favourites. We wanted to bring the energy of Miami to Canada,” said Suzie Sponder, senior director, marketing communications for the U.S. and Canada, speaking to PAX.

Sponder emphasized that even as some Canadians rethink U.S. travel plans, the destination hasn’t pulled back on its outreach.

“Through all of our actions and activities that we do, we haven’t stepped back at all,” she said.

Sponder pointed to Miami’s cultural diversity as a key driver of its continuing appeal for Canadians.

“It’s a melting pot. The multiple influences make it quite unique,” she said. 

“When people come, the food that they eat, the art and culture, they experience is truly a reflection of those cultures.”

Sustainability and infrastructure investments

Sustainability remains a growing focus for the destination, with several initiatives highlighted. 

One of the most high-profile projects is REEFLINE, a planned seven-mile underwater public art trail and hybrid reef running parallel to Miami Beach’s shoreline. 

“It’s at the intersection of art, technology, and sustainability,” said Sponder.

On the accommodations side, the destination is pushing hard on certification standards. 

“As a tourism board, we have a strong initiative to get our hotels certified under the Green Key lodging. We have 100 hotels that are getting certified, and we are subsidizing that,” she said.

PortMiami is also investing in greener infrastructure. 

“There’s shore power at the port. Less than 5 per cent of world cruise ports have it,” Sponder added.

Airlift and advisor support remain strong

Despite concerns about cross-border travel sentiment, Sponder said Canadian airlift remains steady. 

“There hasn’t been a decrease in flights from Canada. Porter actually just added a flight from Ottawa," she said. 

"We have about 60 plus flights coming directly to Miami and there’s also a lot of flights that come into Fort Lauderdale."

Debra Lee, director of travel industry sales, marketing and tourism, reinforced the destination’s reliance on the travel advisor community. 

“We’re huge supporters of travel advisors,” she said, noting that many of Miami’s independent hotels depend on advisors to reach key markets. 

The destination’s specialist program, which takes approximately 20 minutes to complete, includes suggested itineraries and a chapter dedicated to pre- and post-cruise stays.

In 2024, Greater Miami and Miami Beach welcomed 323,000 visitors from Canada, with updated 2025 figures expected in May.

Hotel openings 

The destination continues to refresh its hotel product. 

This winter, Loews Miami Beach Hotel completed a $55 million redesign, unveiling 790 renovated guest rooms and suites along with two new dining concepts, Bistro Collins and The Sushi Bar.

In South Beach’s South of Fifth neighbourhood, Balfour Miami Beach joined The Registry Collection, marking a new chapter for the 82-room art deco hotel originally built in 1940.

Looking ahead, Delano Miami Beach is set to reopen March 9, reintroducing one of South Beach’s most recognizable properties with 171 redesigned guest rooms, four dining and bar concepts, a wellness studio and an exclusive members club.

Cruising momentum continues

Cruise news also featured prominently. 

“Interest remains high in cruising,” said Lee.

PortMiami recently broke ground on Cruise Terminal G, a $345 million project developed with Royal Caribbean Group. 

Designed to achieve LEED certification, the terminal will accommodate up to 7,000 passengers and is scheduled for completion in late 2027.

Norwegian Cruise Line has also opened bookings for Norwegian Aura, the largest ship in its fleet, set to debut in May 2027 and homeport in Miami beginning June 2027.

As the evening wrapped up, Sponder underscored the destination’s long-term commitment to Canada. 

“We love Canadians. We love our visitors. We love the relationships that we have with all of you,” she said. 

“We know it’s difficult times, but we’re not slowing down. We’re here when you’re ready.”

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