TORONTO — Toronto’s travel trade turned out in full force last night to celebrate the official launch of By Iris Representation, founded by industry veteran Iris Serbanescu.

With over 13 years in the travel space, Serbanescu has carved out a niche for herself by elevating boutique, independently owned DMCs – particularly those led by women –who have long delivered top-tier service but lacked representation in the competitive North American market.

“After a decade in the industry, I saw that many of the best DMCs globally didn’t have the resources or exposure to reach travel advisors here,” said Serbanescu during the evening’s welcome. “At the same time, Canadian advisors were telling me they were looking for something different – more hands-on, more authentic. That’s when I knew it was time to bridge the gap.”

What began with a single client has grown into a roster of 16 DMCs by next month, with By Iris now serving as the Canadian voice to the travel trade for a dynamic array of destination experts. The evening highlighted not just the evolution of By Iris but also the DMCs and partners who embody its mission.

TOP TRAVEL ITALY: A DEEP DIVE INTO ITALIAN HERITAGE

For Laura Ariemma, founder of Top Travel Italy, the journey to Toronto marked her first visit to Canada – and a perfect stage to share the ethos of her 12-year-old DMC.

“We want to connect clients with the tradition and history of the territory,” said Ariemma. “Each experience we build starts with understanding why a certain tradition matters in that part of Italy. That’s the heart of what we do.”

With a network of hand-selected boutique hotels and local experts across Italy, Top Travel Italy creates immersive, highly personalized itineraries. From historical walking tours to culinary deep-dives, the focus is on authenticity and story-driven travel. “Every traveller is unique,” she added, “and that’s how we approach every itinerary we build.”

(From l-r) Stephanie Piano, Trade Partnerships Manager, By Iris; Iris Serbanescu; Claire Burt, Client Support Lead, By Iris

THE HAWKFIELD COLLECTION: DMC SOLUTIONS ACROSS NINE COUNTRIES

Also making his Canadian debut, Hugh Owen of The Hawkfield Collection brought both British wit and a sharp business model to the evening.

“The idea was simple,” said Owen. “What if you could find the best boutique, independent DMCs in the world in one collection?”

Founded after his exit from Travel Local, Owen’s new venture serves as a curated network of high-quality DMCs across nine destinations, from the Galápagos to Indonesia’s Coral Triangle. Owen positions himself as a “DMC problem solver,” a connector for travel advisors in need of trusted on-the-ground partners. “There’s nothing worse than being unsure who to trust in a new market,” he said. “That’s where we come in.”

EXPLORE WORLDWIDE: LOCAL TEAM, GLOBAL FOOTPRINT

Representing Canada was Aaron Fitzpatrick from Explore Worldwide, whose Toronto office is just a few blocks from the venue. A small group tour operator, Explore offers over 350 itineraries in more than 100 countries, including bucket list adventures like the polar regions and Galápagos.

“Sustainability is at the heart of how we do business,” said Fitzpatrick. “From using local guides to working with community-based partners, we want our tours to leave a positive footprint.”

Beyond its commitment to responsible travel, Explore also aims to be an easy and reliable partner for advisors. “You can trust us with your clients,” he added. “We want to make your life easier.”

MORE FROM BY IRIS

Other DMCs in the By Iris portfolio weren’t able to attend in person, but their presence was unmistakable thanks to thoughtful giveaways and a shared spirit of collaboration. Notable highlights included:

• Matoke Tours (Uganda):A B2B-only, locally owned DMC known for its responsive team and curated safari experiences.
• Tanzania Journeys (Tanzania):A woman-owned, B2B-focused DMC offering immersive safaris, mountain climbs and cultural travel.
• Easia Travel (Thailand, Laos, Cambodia, Myanmar, Vietnam, and soon Japan):Experts in Southeast Asia with upcoming expansion into Japan.
• Amble Journeys: Food and wine tours led by local sommeliers and experts in Spain, France, Italy, Japan and Mexico.

As By Iris Representation continues to grow, its mission remains clear: to uplift outstanding DMCs that offer boutique, high-touch travel solutions – and to ensure Canadian travel advisors have the tools, contacts, and confidence to deliver extraordinary experiences for their clients.

“You’re not selling mass market tours,” Serbanescu told the room. “You’re looking for something a little more boutique, a little more inspirational. And that’s exactly what we’re here to provide.”

Iris Serbanescu with travel advisors

Caption for lead image: (From l-r) Aaron Fitzpatrick, Business Development Manager, Explore Worldwide; Laura Ariemma, Owner, Top Travel Italy; Iris Serbanescu, Founder and CEO, By Iris Representation; Huw Owen, Owner, Hawkfield Partners; Katy Rockett, Regional Director North America, Explore Worldwide