Tennis Canada is pleased to celebrate today National Tourism Week 2026, which will run until April 24. This major annual event is a key opportunity to highlight the importance of tourism in Canada, as well as the role of international sporting events such as the National Bank Open presented by Rogers, which actively contribute to it.
Tennis Canada is pleased to celebrate today National Tourism Week 2026, which will run until April 24. This major annual event is a key opportunity to highlight the importance of tourism in Canada, as well as the role of international sporting events such as the National Bank Open presented by Rogers, which actively contribute to it.
Every summer, the National Bank Open attracts hundreds of thousands of visitors and positions its two host cities, Montreal and Toronto, as premier destinations on the international sports stage. For a fifth consecutive year, the tournament also set attendance records, drawing in 2025 (since then beaten by the 2026 edition of the Indian Wells event) the highest attendance among combined 1000-level tournaments on the international circuits, with 504,860 fans welcomed on-site. Notably, 32 per cent of visitors in Montreal and 33 per cent in Toronto came from outside these cities, illustrating the event’s ability to attract a diverse audience both nationally and internationally.
Thanks to its new format introduced last year, expanded from a 7-day to a 12-day main draw event, the tournament has increased its reach and visibility. Montreal and Toronto were showcased to 71 million viewers through more than 28,000 hours of international broadcast coverage – a record in the tournament’s history.
“The National Bank Open is much more than a tennis tournament,” said Valérie Tétreault, Tournament Director of the National Bank Open in Montreal. “It is a true engine of development, both for tennis in Canada and for communities. The majority of surplus revenues generated by the tournament are reinvested here by Tennis Canada to create more opportunities for people to play tennis. Moreover, in Montreal alone, we estimate the event’s economic impact on GDP at nearly $40 million. Hosting this major international competition in Canada is therefore not just symbolic – it is central. Its benefits are tangible and meaningful for Canada, both locally and in terms of international visibility.”
“In Toronto, the National Bank Open’s role in tourism strategies is well established, with more than one third of our visitors coming from outside the metropolitan area,” said Karl Hale, Tournament Director of the Toronto event. “These visits generate direct economic benefits each year across our entire local ecosystem, including businesses, hotels and restaurants. The event also attracts numerous suppliers and workers from around the world, contributing both to our economy and to our reputation as a premier event destination.”
The NBO: A key lever for Canada’s tourism sector
In a context of strong international competition between major cities, key tourism stakeholders across the country recognize that the National Bank Open is a major strategic lever for Canada’s tourism ecosystem. Its strong appeal, international reach, and economic and social impacts place it in a category of its own among major events.
“At Tourisme Montréal, the development and attraction of sporting events are among our priorities and are part of our 2024–2026 Strategic Plan,” noted Yves Lalumière. “Over the past decade, our vision of tourism has evolved to better balance economic growth with harmonious coexistence with residents. The National Bank Open in Montreal fully embodies this direction: beyond its major economic and social benefits, the event leaves a lasting legacy. The IGA Stadium facilities remain accessible year-round, offering nearly 60,000 hours of play to the public and contributing to the well-being of Montrealers. We are also proud to see ambassadors such as Félix Auger-Aliassime, Eugenie Bouchard, and Milos Raonic—who emerged here—shine on the international stage. In short, it is an exceptional showcase for Montreal, with considerable growth potential.”
A similar sentiment was expressed by Destination Ontario, which emphasizes that international sporting events are central to its priorities.
“Ontario is a premier destination for sports tourism, with Toronto established as a leading hub capable of hosting major international events like the National Bank Open,” said Vincenza Ronaldi, President and CEO of Destination Ontario. “This tournament – one of the world’s top 10 – draws global visitors, fuels Ontario’s economy, and supports the entire tourism sector, from hotels to restaurants across the province. It’s a fantastic opportunity to continue growing tourism and showcase Ontario on the world stage.”
An event to experience from August 1 to 13
From August 1 to 13, the National Bank Open will return to Montreal and Toronto, offering fans a unique opportunity to experience a world-class sporting event. The biggest ATP stars will compete in Montreal, while the WTA’s elite will take over Toronto.
Tickets for the 2026 edition are still available. Buy yours now!
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