Canada, the other MICE destination in North America

Canada is somewhat the poor relation of the football World Cup due to the limited size of its stadiums by FIFA's criteria. Only thirteen matches will be held there, 7 in Vancouver and 6 in Toronto, including only one Round of 16 game. However, the country hopes for significant tourist and economic benefits. A few weeks before the sporting event, Navan announced that " business travel [had] already tripled » with flight and hotel bookings on its business travel and expense management platform on the rise… by 295% in both Canadian host cities! « For businesses, the World Cup is the unmissable event “That’s the view of Dane Molter, SVP of Navan Group Travel Marketplace, who also notes a fall in airfares of around 26% compared with last year.”

In the longer term, Canada intends to prolong the event by strengthening its positive international image, both in terms of leisure and business, as the destination is already experiencing an increase in visitor numbers. This situation contrasts with that of its American neighbour, whose activity has been declining since 2025 due to restrictions (or even bans for certain nationalities) for entering the United States and the rejection in many countries of the policies pursued by President Donald Trump. Canadians are leading the way.

Between Montreal and Quebec City, my heart is torn

For MICE, French agencies and companies obviously have a soft spot for the province of Quebec due to its historical ties with France, its French-speaking population and the numerous air links from Paris and major provincial cities.

The largest French-speaking city on the American continent, a modern and dynamic metropolis, Montreal is a mature destination in the business tourism market thanks to the quality of its facilities and hotel establishments. Practicality is not forgotten either. In a country where temperatures are particularly low in winter, the Palais des congrès and its 33,000 m2 of space (with 113 rooms and a maximum capacity of 13,900 people) is thus directly connected via underground corridors to over 4,000 hotel rooms, including those at the InterContinental Montréal, Westin Montréal, and W Montréal, among others. Similarly, the exhibition halls of the Place Bonaventure centre are linked to the Marriott Château Champlain, Montréal Bonaventure, and Fairmont Reine Elizabeth, one of the city's largest convention hotels. Many hotels also have their own convention centre, such as the Sheraton Montréal or the Montréal Bonaventure. To support companies, agencies, and event organisers with their projects, Tourisme Montréal offers to connect them with local partners and businesses across all sectors.

For its part, Quebec unveils a unique setting with its historic centre, a UNESCO World Heritage site, the only fortified ensemble in North America. In addition to the charm of Old Quebec and the Petit-Champlain district, the city founded by Samuel de Champlain in 1608 is characterised by its cultural diversity, varied gastronomy and artistic vibrancy, particularly in the Saint-Jean-Baptiste and Saint-Roch districts.

It should be noted that, while the Francophonie is particularly strong in Quebec, the French language is present for historical reasons in other Canadian provinces such as New Brunswick (notably in Acadia), Ontario, Alberta, Yukon, Nunavut and the Northwest Territories.

Toronto, the premier MICE destination

As Canada’s most visited city, with 28.2 million visitors last year, Toronto is also highly sought after by French MICE companies and agencies. The Ontario city is, indeed, Canada’s leading destination for business tourism, boasting facilities such as the Metro Toronto Convention Centre (65,000 m²), the Enercare Centre exhibition venue, and the Beanfield Centre for more upmarket events. A renovation project is also planned to improve transport links, connections, exhibition spaces and the amount of green space within The Exhibition Place. In 2024, before the rift with the United States following Donald Trump’s economic retaliatory measures, 181 per cent of MICE visitors to Toronto were American and 101 per cent were international. Nearly 75 major MICE events took place there last year.

The city, famous for its film festival and filming locations, is positioning itself in a high-end, lifestyle segment. Recently, several hotels have enhanced its offering, such as the Union Hotel Toronto in the Financial District, as well as the Nobu Hotel and the Toor Hotel Toronto. For its part, the Méridien Pinacle Hotel and its 223 rooms occupy the first twelve floors of the Pinacle Sky Tower, the new tallest tower in Canada with its 106 floors. A skyscraper that redefines the city's skyline.

A day at Niagara Falls

It should be noted that, while hotels with international brands dominate the city centres of Toronto, Montreal, Vancouver, Calgary, Ottawa and Quebec City, Canada also has more intimate hotels, from boutique hotels blending modernity and refinement to typical, warm lodgings in the heart of nature. Log cabins, yurts, tipis, even ice hotels… It's even possible to organise an event directly outside the big cities, with the Marriott Delta in Trois-Rivières in Mauricie, for example, boasting 225 rooms and a convention centre with 22 meeting rooms.

Among the many attractions, Niagara Falls in southern Ontario is a must-see during any visit to the province. Although 60% of the 12 million annual visitors choose to visit in the summer, you shouldn’t hesitate to visit outside this period, as the scenery around the falls changes with every season. No fewer than 12,000 hotel rooms across all categories, some of which are equipped with meeting rooms, such as the new Hyatt Regency Niagara Falls Fallsviewwith over 1,850 m² of meeting and banqueting space, allow for stays of one or more nights to appreciate the region and this canyon from which millions of cubic metres of water pour out every second.

At the heart of a protected natural territory, the Niagara Parks organisation, which has managed the site for over 140 years, offers a series of excursions and experiences for individual visitors and groups alike. These include the option to fly over the falls by helicopter, embark on a boat trip to get as close as possible to the vertiginous waterfall, admire this magnificent panorama from several viewpoints – including the historic Table Rock Centre – but also to descend on foot to Horseshoe Falls via old tunnels carved into the rock or to thrill to the new virtual attraction Niagara Takes Flight. An immersive activity that takes visitors on an aerial journey from Lake Ontario to Lake Erie. Niagara Parks also boasts a renowned golf course, and is awaiting the opening in 2030 of its first five-star hotel, with 200 rooms, which will be housed in a former power station with an impressive colonnaded façade.

A destination offering a wide range of outdoor activities

As part of a city break, programmes often include an exploration of the great outdoors of Quebec with one or two nights spent in a hotel or outfitter in the Laurentians, Lanaudière or Mauricie regions, for example. This is an opportunity to admire spectacular nature featuring lakes and forests, whether in spring, autumn or winter, and which allows for time to try out various activities: observing the Northern Lights or wild fauna (whales, elk, bison, moose...), kayaking, ice skating on frozen lakes, ice fishing, snowshoeing, dog sledding, snowmobiling... Not forgetting canoeing!

Along with the maple leaf, this vessel is a symbol of the country, even having its own museum: the Canadian Canoe Museum in Peterborough, Ontario. Still used to reach certain remote areas, the canoe evokes Indigenous peoples, the Inuit, explorers, fur-trading trappers and travellers who favour slow tourism to appreciate a destination steeped in nature. A guide can even introduce participants to ice canoeing on the St Lawrence River.

Discovering the First Nations

Among the discovery proposals, those from First Nations communities are among the most original. Established across all provinces, there are about 600 of them, representing a million inhabitants speaking some 50 languages, possessing their own customs and cultures. Guided tours are offered to understand their way of life and take part in activities such as discovering fauna, flora, rituals, legends, and techniques for building igloos or tipis.