Visa Canada Data Shows TIFF 2026 Boosted Toronto Spending and Supported Small Businesses
Visa Canada data shows international visitors spent 12% more on Visa cards during the 2026 Toronto International Film Festival than during the 2025 event. Their average spending was about 40% higher than that of domestic cardholders. The figures compare the two festival periods; they do not measure spending against other days of the year. The United States, China, the United Kingdom, Germany and France remained TIFF’s five largest international visitor markets. Visitor numbers rose about 30% from the United Kingdom and about 25% from Germany. Spending by visitors from South Korea climbed about 50%, while spending by visitors from Brazil and Japan rose about 40% each. Activity extended beyond Festival Street and the surrounding Entertainment District. Across the City of Toronto, Visa card spending during TIFF rose about 5% year over year. Apparel spending increased about 20%; transportation, retail goods and restaurant spending each rose about 15%; and lodging spending rose about 10%. Small businesses accounted for about 15% of total festival spending. Domestic visitors spent more than international visitors across most small-business merchant categories. At small businesses offering lodging, restaurants and transportation, international visitors spent more on average. In lodging, their average spending was about 35% higher.
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