Tourism Ireland highlights growing Canadian market at biz breakfast in T.O.

Tourism Ireland joined Irish government and business leaders in Toronto on November 17 for a Canada-Ireland Business Breakfast, part of a trade mission led by Peter Burke, minister for enterprise, tourism and employment, that emphasized the strengthening economic and tourism ties between the two countries.

The breakfast event at the Fairmont Royal York, themed "Beyond Barriers: Deepening Canada-Ireland Trade and Investment," brought together travel trade partners, tour operators and consortia alongside Enterprise Ireland and IDA Ireland representatives to showcase growth opportunities across business and leisure travel sectors.

"We are here because there is huge momentum in the Canada-Ireland relationship," said John Concannon, ambassador of Ireland to Canada.

Ireland is now the 10th biggest investor in Canada, he noted, with tourism playing a significant role in the economic relationship between the two countries. 

"Tourism is an enormous driver of our economy. Canada is our fourth biggest market," he said.

Strong tourism performance from Canada

In 2024, Canadian visitors contributed €344 million in revenue to the island of Ireland, a 35% increase over the previous year, driven by 216,000 arrivals. 

"In Ireland, we have about 300,000 jobs on the island that are supported by tourism," said Minister Burke during his remarks. 

"We have a very authentic, genuine product that is known right across the globe."

Canada has become Ireland's fourth-largest source of holidaymaker revenue, seventh in terms of bed nights and eighth in overall visitor numbers.

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"This visit, led by Minister Peter Burke, is a fantastic opportunity to showcase the breadth of opportunities Ireland offers Canada, from business and investment to travel and tourism," said Sandra Moffatt, Tourism Ireland's director for Canada, speaking to PAX. 

"At this morning's business breakfast, we emphasized the strong growth potential in the market, supported by increased air connectivity: a nine per cent rise in capacity for summer 2025, with four airlines now serving seven gateways."

Moffatt said the improved airlift has been a significant factor in Canada's climbing position as a source market. 

Emerging travel trends

Moffatt said Tourism Ireland is tracking several notable shifts in Canadian travel patterns to the country. 

"More visitors are embracing slow travel and extended stays, seeking immersive, off-the-beaten-path experiences," she said. 

"There's also a clear shift in seasonality, with Canadians choosing to travel earlier in the year, as well as for unique celebrations like Halloween, which Ireland proudly marks as its birthplace."

Multi-generational trips continue to grow in popularity, reflecting broader industry trends. 

Golf is also emerging as a standout segment, with notable increases in Canadian travellers searching for golf vacations to the island of Ireland.

While leisure tourism has driven much of the growth, business travel represents an important segment for Tourism Ireland's Canadian strategy. 

Earlier this year, Tourism Ireland launched its Business Events 2023 strategy, setting out a roadmap to deliver average annual revenue growth of 8% through to 2030.

"Business travel is a perfect fit with Ireland's wider tourism strategy - it's high value, takes place midweek and offers opportunities year-round," Moffatt said. 

"Under the 'Meet in Ireland' brand, we work closely with meetings, corporate and incentive travel planners to bring more business events to the island."

Broader economic context

The breakfast event featured the launch of a Canada-Ireland Economic Report presented by Tony Bonen, executive director of economic research at The Conference Board of Canada, which outlined significant opportunities to strengthen bilateral ties.

The report identified potential for $1.5 billion USD in increased goods trade annually, along with nearly $600 million USD in services growth.

"Trade is expanding enormously between Canada and Ireland," said Bonen.

"Since the provisional implementation of CETA [EU-Canada Comprehensive Economic and Trade Agreement] nine years ago, trade has nearly doubled — a 95% increase in bilateral trade to both countries."

The report highlighted particular opportunities in financial services, technology services and manufacturing sectors, as well as air transportation services to support both business relations and tourism connections.

"Tourism was another big one that we identified as an area that has grown enormously," said Bonen.

"Air Transportation Services between the two countries is an area that we can grow and invest in, and that will support further business relations and tourism connections as well."

The mission is part of a larger effort that brings together Enterprise Ireland, IDA Ireland and Tourism Ireland to highlight Ireland's role on the Canadian stage. 

It will culminate in the 5th Annual 'Irish Night on the Hill' in Ottawa, hosted by the Irish Embassy and the Canada-Ireland Interparliamentary Group, with over 400 attendees expected on Parliament Hill.

Moffatt said Tourism Ireland is working closely with travel trade partners to build on this momentum and support their business with Ireland.

"By highlighting Ireland's value, proximity and tourism appeal to our key partners, including airlines, tour operators and consortia, we're hopeful to continue to drive further growth from Canada into 2026 and beyond," she said.

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