Visa Canada data shows TIFF 2026 boosted spending across Toronto and supported small businesses
Globe Newswire•08/10/2026•08:00 ET
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Key Highlights
- ➤TIFF spending rose 12% year-over-year, driven by international Visa cardholders
- ➤International visitors spent ~40% more on average than domestic Visa cardholders
- ➤Small businesses captured ~15% of total festival spending
- ➤Toronto-wide Visa card spending increased ~5% year-over-year during TIFF
- ➤Apparel spending rose ~20%, while transportation, retail goods and restaurants rose ~15%
Expert Statements
Michiel Wielhouwer, President and Country Manager, Visa Canada
“TIFF is more than a cultural moment. It’s an economic engine for Toronto”
Michiel Wielhouwer, President and Country Manager, Visa Canada
“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.”
Michiel Wielhouwer, President and Country Manager, Visa Canada
“As a proud TIFF partner for more than three decades, 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.”
• International visitor spending on Visa cards during TIFF rose 12% year-over-year; visitors spending ~40% higher on average than domestic cardholders
TORONTO, Oct. 08, 2026 (GLOBE NEWSWIRE) -- New Visa Canada spending insights show international visitors spending on Visa cards drove strong economic activity during the 2026 Toronto International Film Festival (TIFF), with overall spending up 12% year-over-year and ~40% higher on average than domestic Visa cardholders.
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