Destination Toronto has appointed Black Diamond as its UK public relations agency and MMGY as its trade representation agency for the UK and Ireland, as the destination expands its activity in the market with increased engagement through travel trade channels and media relations efforts.
The joint appointment comes at a pivotal time, as Toronto strengthens its international presence in response to evolving traveller demand and the growing appeal of Canadian city breaks among UK audiences.
Jonah Whitaker, Managing Partner at Black Diamond commented; "With the UK being one of Toronto's most resilient overseas markets, this is a significant moment for Destination Toronto to strengthen its presence on the international stage. As a famously multicultural and diverse city, Toronto is uniquely positioned to capture the hearts and travel plans of the UK audience. Through innovative PR strategies and creative consumer activations, we're excited to help establish a compelling brand presence and capture share in key markets during this pivotal period."
Caroline Moultrie, President at MMGY EMEA, also commented, "Toronto’s dynamic, multicultural character—encompassing world-class entertainment, a thriving culinary landscape, and unparalleled sporting experiences—positions itself as an attractive proposition for the UK. With strong air connectivity and manageable flight time, Toronto is strategically poised for growth, particularly with key calendar moments ahead, including the 2026 FIFA World Cup. Our focus will be on collaborating with valued travel trade and airline partners to deliver targeted initiatives that inspire, inform, and ultimately drive bookings to the destination. We are committed to enhancing Toronto’s visibility and growing visitation to Toronto and Ontario."
The strategy will support Destination Toronto’s objective to grow UK visitor numbers by showcasing the city’s distinctive neighbourhoods, culinary diversity, festivals and rich arts & culture scene. With direct flight access and a growing appetite for Canadian city breaks among UK and Irish travellers, the strategy aims to raise Toronto’s profile through consistent, creative and locally tailored media engagement.
“Diversifying our international markets has always been a priority—and now it’s more critical than ever,” said Andrew Weir, President and CEO of Destination Toronto. “With Black Diamond and MMGY on board, we’re confident in our ability to engage the market through trade and media relations, offering a strategic and locally informed approach as we scale up our global impact.”
Destination Toronto will return to the World Travel Market (WTM) in London this November, as it strengthens its international presence in this key long-haul market.
