AbleMaxx Ltd has been appointed as UK MICE representatives for Destination Toronto, and Nicola Alexander has joined the team to lead the new account.
The move is part of Destination Toronto’s strategic global expansion, which sees the opening of offices in the UK and Germany and the appointment of four agency partners in the UK and Western Europe, including AbleMaxx, to deliver on its strategy.
“Right now, Canada, characterised by stability and a strong commitment to international cooperation, makes it an ideal destination for large-scale events, said AbleMaxx managing director Maxine MacPherson.
“Toronto has a real opportunity in this moment, its unparalleled infrastructure and vibrant cultural scene will meet the evolving needs of events planners and attendees alike. AbleMaxx is positioned uniquely, with a global account portfolio, to leverage its expertise and connection to drive growth and success for Destination Toronto.”
Bringing over 25 years of experience in destination marketing and a deep understanding of the Canadian market including roles at Explore Edmonton and Travel Alberta, Nicola Alexander has been appointed as the UK sales director for Destination Toronto at AbleMaxx.
“This marks an exciting new chapter for me. It builds on my existing portfolio of experience and deepening knowledge of Canada. I feel a strong personal connection to the destination, and my time working with the country has given me a much deeper understanding of its people, culture, and potential,” said Alexander.
“Canada’s approach to business events, particularly its sector strategy approach, really highlights the country’s intellectual capital. With my extensive knowledge, expertise and networks, I look forward to continuing to impact the visitor economy for Destination Toronto, through business events.”
Toronto’s visitor economy is a vital economic engine for the city, generating nearly $9 billion in visitor spending in 2024. Together, the UK and Germany delivered over 220,000 visitors and more than $320M in direct spending to Toronto’s visitor economy in 2024.