Muskoka’s charm is attracting global interest, as an increasing number of European travellers are turning their attention to cottage country.
Among them is a special visitor arriving this weekend with a unique mission.
Surge in U.K. and German travellers
Muskoka Tourism says it has seen a significant interest from the United Kingdom and Germany, as it works to attract even more European travellers to the northern Ontario region.
“The Europeans have always had an interest in Canada and it has certainly grown with their opinion on the United States,” said Val Hamilton, executive director of Muskoka Tourism.
Hamilton said the team is gearing up for a sales mission to Dublin and the U.K. in the coming weeks, with the goal of getting more people excited about what Muskoka has to offer.
“We were on our trade mission last year in the U.K. and Germany, and we heard that consistently from tour operators, that European travellers are looking for somewhere else to go and Ontario is the perfect destination for that,” Hamilton said. “We are running some marketing campaigns to support that as well.”
That international interest is not stopping in Europe.
Netflix Asia eyes cottage country
Hamilton told CTV News Netflix Asia is coming to Muskoka this weekend for what she described as a bit of a “scouting mission,” in partnership with Destination Ontario and Destination Canada.
“We’ll move them around the region to experience different iconic Muskoka experiences,” Hamilton said.
The visit could potentially put the region on the radar for a future production.
“Maybe inspire the future set of a new TV show or movie,” she added.
Hamilton said Muskoka has already seen a boost in attention as more people hear about it and tune in to their favourite shows featuring the area’s northern backdrop.
“We’ve definitely seen a bit of a blip because of it,” she said. “We are creating awareness about Muskoka for people that have never heard about it before.”
She said it has already been a big year, with Heated Rivalry and Sterling Point drawing visitors eager to see the filming locations and scenic views for themselves.
Tourism operators see strong season
Muskoka Tourism conducted a survey during the second week of September which pointed to a bustling season.
Hamilton said 77 per cent of operators reported having a busier summer than last year, while 82 per cent were anticipating a big fall.
She added that operators are seeing strong early demand for summer 2027, with some already reporting July and August bookings are 60 per cent sold out.
The Muskoka Tourism Marketing Agency works to drive year-round tourism through marketing campaigns and programs. Discover Muskoka serves as a hub for visitors planning trips and travelling between communities.
