The most celebrated season of the year by Canadians, marked by intense cultural and commercial activity, offers great opportunities for business and leisure

By Silvia Pimentel

Often associated with cold and winter, Canada—the favorite destination for Brazilian exchange students—experiences its most vibrant months during the summer. Those who have visited the country know that the snowy landscape of the colder months offers beautiful views and the chance to enjoy sports like skiing, but it also limits many other activities. From June to September, Canadians truly take advantage of outdoor activities, and sunny days take on a new meaning.

During the summer, the streets are filled with people until late at night, bars and restaurants are packed, especially those with outdoor seating, urban parks, and more than 40 national parks see a surge in visitors, numerous fairs (business and cultural) take place, and there is an explosion of music and food festivals. Canadians celebrate life, and the economy buzzes.

Those who think that Canada is only a winter tourism destination are mistaken. The summer season has led to an increase in travel to the country. According to Statistics Canada, the government’s official statistics agency, in July this year, there was a 6.5% increase in international travel to the country by car or plane, compared to the same month in 2023. By air alone, 1.4 million tourists arrived, more than half of them from the United States, representing a 7.9% increase compared to July 2023.

According to Giancarlo Takegawa, Country Manager for Air Canada in Brazil, Canadian summers are also very popular with Brazilians. The flights from Brazil at the start of the hotter season, the executive explains, were well-occupied, with Brazilians traveling to Canada and also to the United States, whose route has attracted many travelers due to the ease of connecting flights at Toronto and Montreal airports.

“Given the excellent summer season, for the winter of 2024/2025, we will, for the first time, operate two daily flights from Brazil to Canada between December this year and March 2025. One of the flights we’ve already operated will continue to serve Toronto, and the other will head to Montreal,” Takegawa announced. Currently, Air Canada offers daily flights to Toronto from Guarulhos Airport in São Paulo. For Montreal, there are four flights per week, on Mondays, Wednesdays, Thursdays, and Saturdays.

Parks and Festivals

The influx of visitors and the increase in outdoor activities and outings by residents impact sales in general, especially in the food and beverage market. The entire leisure chain benefits. Among the Canadian parks that most attract tourists and residents interested in hiking, walking, boating, and cycling, Banff National Park stands out, located in the Rocky Mountains of Alberta, and also home to Lake Louise and Lake Moraine. Nearby, in the same province, is Jasper National Park, known for its rich wildlife and flora.

Summer in Canada is also full of cultural and gastronomic events, outdoor festivals, mainly in the bustling cities of Vancouver, Toronto, Ottawa, and Montreal. The Montreal International Jazz Festival, for example, is one of the largest and most renowned in the world for this musical style. It takes place over several weeks between June and July in Quebec, attracting more than 200,000 visitors from about 30 countries, boosting the local economy.

The Toronto International Film Festival (TIFF) is also one of the most popular and attended events during Canada’s warmer months. Held in September, the event typically lasts over 10 days, giving visitors the chance to watch more than 400 films produced in different countries.

Niagara

In Niagara Falls, Ontario, tourism options go far beyond visits to one of the world’s most famous waterfalls. “Summer is the best time to visit the region. The days are longer, with sunset at 8:30 PM, which is perfect for boat tours, hikes, and enjoying the area’s many attractions, such as wineries, restaurants, seasonal events, and various festivals featuring food and live music,” says Emeli Bassan, COO of Easy Choice, a tourism startup specializing in catering to people over 60.

Ribfest, for example, is one of the events held during the summer. It is a barbecue festival where chefs set up stalls to offer the best rib and other grilled meat recipes. There’s also the Port Dalhousie Summer Market in St. Catharines, which takes place in a picturesque lakeside community in Port Dalhousie, where visitors find a wide variety of local and handmade products.

The Opposite Path

Despite its enormous potential, Canadian summer is still not as explored as it should be by Brazilians. Cláudia Patriani, Director of Travel Plus Turismo, specializing in corporate events, believes this is because the Canadian summer and the diversity of attractions at this time of year have yet to be fully embraced by tourism agencies and operators, which tend to focus more on winter and skiing in the country.

“Canada is still not among the most sought-after leisure destinations for Brazilians. The same cannot be said for the opposite direction, as Brazil ranks 15th in the list of the most visited countries by Canadians,” says the executive. However, she highlights that “international corporate tourism is growing significantly. For next year, the expectation is for an expansion of between 20% and 30%.” The data is clear: there is plenty of room for the relationship between Brazil and Canada to grow in both business and leisure tourism, especially in the summer.