International visitors drove 12% spending surge at TIFF 2026, Visa data shows
Spending on Visa cards during the Toronto film festival was about 40% higher on average for international visitors than for domestic cardholders.
TORONTO — International visitors using Visa cards drove a 12 per cent year-over-year increase in spending during the 2026 Toronto International Film Festival, according to new data from the payment company.
Those visitors spent about 40 per cent more on average than domestic Visa cardholders, the company said.
“TIFF is more than a cultural moment. It’s an economic engine for Toronto,” said Michiel Wielhouwer, president and country manager for Visa Canada.
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“World-class events like TIFF create a vibrant ‘pop-up economy,’ and our data shows the festival created economic momentum across Toronto, with increased spending benefiting businesses, including small businesses.”
The top visitor markets remained the United States, China, the United Kingdom, Germany and France.
Visitor growth was strongest from the United Kingdom, at about 30 per cent, and Germany, at about 25 per cent, followed by France at about 10 per cent.
Spending growth was particularly strong among visitors from South Korea, at about 50 per cent, and Brazil and Japan, each at about 40 per cent.
The increase translated into stronger spending across Toronto businesses of all sizes, particularly in apparel, transportation, retail goods, restaurants and lodging.
Apparel spending rose about 20 per cent, while spending on transportation, retail goods and restaurants each rose about 15 per cent. Lodging spending increased about 10 per cent.
Festival Street and the surrounding Entertainment District were at the centre of commerce during TIFF.
While Festival Street remained a focal point, spending growth extended more broadly across Toronto.
Visa card spending across the City of Toronto rose about five per cent year-over-year, suggesting visitors explored neighbourhoods, restaurants and businesses across the city.
Small businesses played a meaningful role in TIFF’s economic impact, accounting for about 15 per cent of total festival spending.
Domestic visitors outspent international visitors across most small business merchant categories, with particularly strong average spend in vehicle rentals, about 80 per cent higher, and at small business electronics merchants, about 30 per cent higher.
International visitors spent more on average in select small-business categories, including lodging, about 35 per cent more, restaurants, about 30 per cent more, and transportation, about 20 per cent more.
Wielhouwer said Visa is a proud TIFF partner for more than three decades and has recently renewed its partnership.
“We’re delighted to have recently renewed our partnership and to continue supporting an event that helps spotlight Toronto to the world while driving economic activity,” he said.
With files from Financial Post