TORONTO — A dazzling Broadway-style rendition of The Great Gatsby, featuring Jazz Age music and the spirit of the Roaring Twenties, kicked off a recent partner appreciation evening.
The Toronto event, hosted by New York State, represented in Canada by Reach Global Marketing, infused the gathering with a burst of Broadway-inspired energy.
Set in Long Island and New York City, the musical was the perfect song-and-dance show choice for the special occasion, which gathered a select group of travel professionals, tour operators, and members of the trade media first at JOEY Eaton Centre, then at the CAA Ed Mirvish Theatre for the show.
Account manager Maria DiGiacomo and Marion Certain, Brand USA, Canada
“Thank you for sending travellers across the border every day and for your inspiration through storytelling. This hasn’t been a typical year, and we truly appreciate all your support,” said Kirk D’Souza, Senior Manager of Marketing and Communications.
Despite the headwinds, D’Souza also emphasized Canada’s status as one of New York’s most valued international markets, adding, “that’s not going to change.”
Theatregoers travelled from near and far to attend the Toronto performance, which has also enjoyed a successful run on Broadway in New York for over two years.
NYC’s ‘NORTHERN NEIGHBOUR’ DEAL
New York City Tourism + Conventions is aiming to woo more Canadian travellers this summer with a new initiative called the ‘Northern Neighbour Deal.’
Canadians can enjoy a 30% discount at over 85 participating hotels, Broadway shows, attractions, restaurants and museums between Aug. 18 and Sept. 7. Online reservations for citywide discounts are currently available.
The promotion comes in response to a decline in Canadian travel to the U.S., which began in early 2025 amid trade tensions and political rhetoric.
In 2024, Canadian visitors spent more than $1 billion in New York City. The organization anticipated that the City will welcome 800,000 Canadian visitors this year, marking a 3.1% increase compared to 2025.
NEW YORK STATE OFFERS A FOUR-SEASON PITCH
While New York City has always been a huge draw with Canadians, the buck doesn’t stop there.
Beyond the Big Apple, New York State boasts a diverse range of attractions year-round across its 11 vacation regions: Thousand Islands, Adirondacks, Capital-Saratoga, Hudson Valley, Long Island, Catskills, Central New York, Chautauqua-Allegheny, Greater Niagara and Finger Lakes.
Each of these regions has its own unique charm and identity, offering travellers countless ways to explore and enjoy everything the state has to offer.
As Canadian travellers increasingly seek nature-based and authentic experiences, New York State’s offerings become particularly appealing.
For travel advisors, the opportunity lies in showing clients a different side of New York State.
Here are some festivals and seasonal events to keep on the radar this fall …
Great New York State Fair — Syracuse: Aug. 26–Sept. 7
The Chevrolet Music Series features nearly 40 national acts, with free concerts included with park admission.
Adirondack Balloon Festival — Queensbury/Glens Falls: Sept. 17–20
The 53rd annual festival, a free four-day event that showcases over 70 hot air balloons, evening Moonglow illuminations, live music, craft vendors, and family activities.
Jack O’ Lantern Blaze — Croton-on-Hudson: Sept. 18–Nov. 8
Stroll through an 18th-century landscape and experience a display of more than 7,000 illuminated jack o’lanterns, all designed and handcrafted by onsite artisans. This unique event features synchronized lighting and an original soundtrack.
Hudson Valley Garlic Festival — Saugerties: Sept. 26–27
The Hudson Valley Garlic Festival is a cherished community tradition that brings together farmers, chefs, artisans, and families from across the region. Every booth, dish and experience supports local charities and community initiatives through the work of the Kiwanis Club of Saugerties.
Warwick Applefest — Warwick: Oct. 4
Held on the first Sunday of October, this festival takes place in the streets and parks of Warwick. It features over 250 craft vendors showcasing handmade jewelry, stained glass, pottery, wood carvings and more, along with dozens of food vendors offering traditional American favourites and diverse ethnic cuisine.
For more information on New York State, click here.
Lead image caption: Account managers Maria DiGiacomo and Diego Gantiva and Kirk D’Souza, Sr. Manager – Marketing & Communications
