Visa Canada (NYSE: V), operating in Canada under the ticker reference VISA.NE, has released spending data showing that international visitors using Visa cards increased their expenditure by 12% year-over-year during the 2026 Toronto International Film Festival (TIFF), held from September 10 to 20. International cardholders spent approximately 40% more on average than their Canadian counterparts during the festival period. The data also highlights that small businesses captured roughly 15% of total festival-related spending, underscoring the event's broad economic reach across the city.

Key Points

  • Visa Canada (VISA.NE) released VisaNet transaction data covering TIFF 2026 (September 10–20) versus TIFF 2025 (September 4–14)
  • International Visa cardholder spending rose 12% year-over-year, with visitors averaging approximately 40% more than Canadian cardholders
  • South Korean, Brazilian, and Japanese visitor spending surged approximately 50%, 40%, and 40% respectively
  • Investors may be watching how major event partnerships contribute to Visa's Canadian transaction volume growth

International Visitor Spending Surges Across Multiple Source Markets

The United States, China, the United Kingdom, Germany, and France remained the top five visitor origin markets at TIFF 2026, consistent with the prior year. Visitor growth was strongest from the United Kingdom at approximately 30% and Germany at approximately 25%, followed by France at approximately 10%. Meanwhile, spending growth was led by visitors from South Korea at approximately 50%, Brazil and Japan each at approximately 40%, reflecting the festival's expanding global footprint and Visa's broad international network spanning more than 200 countries and territories.

Toronto Retail, Dining, and Transport Sectors All Posted Gains

Visa's VisaNet data showed spending increases across multiple merchant categories in Toronto during the festival window. Clothing retail rose approximately 20%, while transportation, general retail goods, restaurants, and accommodation each posted gains ranging from approximately 10% to 15%. City-wide Visa card spending across all of Toronto increased approximately 5% year-over-year, suggesting visitors explored neighbourhoods beyond Festival Street and the surrounding entertainment district, distributing economic activity more broadly through the city's business community.

Small Businesses Captured 15% of Total TIFF Festival Spending

Small businesses, defined in Visa Canada's methodology as merchants with cumulative payment volumes below Visa Canada's established small and medium enterprise threshold, represented approximately 15% of total festival-related card spending. Canadian visitors outspent international visitors at most small business categories, with average spending notably higher in vehicle rentals at approximately 80% and small electronics retailers at approximately 30%. International visitors led in small business accommodation at approximately 35%, dining at approximately 30%, and transportation at approximately 20%, according to the release.