Tourism Thrives in Waterloo Region During 2025

From visitors flocking to St. Jacobs for the market, enjoying Kitchener-Waterloo Oktoberfest, or competing in a Call of Duty tournament, 2025 turned out to be a fantastic year for tourism in the Waterloo region.

Michele Saran, CEO of Explore Waterloo Region, notes that while final numbers are still being confirmed, there was an uptick in tourists compared to the previous year. Most visitors came from the Toronto area and southern and southwestern Ontario.

In 2024, around five million people visited the region and spent about $829 million.

“We don’t have all the numbers for 2025 yet, but for the first half of the year we were up two per cent year-over-year in terms of spending and in the summer we were running about five to six per cent.. so it was a very good year for us,” she shared with CBC K-W’s The Morning Edition host Craig Norris.

She mentions that Explore Waterloo Region has 500 members and “all accounts from our members are that it was a solid year for them.”

Regarding why tourism numbers rose, Saran suggests it’s mainly because many people chose to avoid traveling to the U. S. for their vacations.

“People are making the decision to stay closer to home in a lot of cases. We know that over 60 per cent of people have decided that they’re going to boycott the U. S., and what that does is just adds to the pool of people we have to market to,” she explained.

The Waterloo region has “always been a domestic tourism destination, a drive destination,” she stated, highlighting how visitors appreciate everything from long-standing attractions like St. Jacobs Farmers’ Market to newer offerings.

LISTEN | Explore Waterloo Region CEO Michelle Saran talks tourism stats from 2025:

The Morning Edition – K-W7:43Waterloo region sees big boost in tourism

Last year brought great success for tourism in Waterloo region. Michele Saran, CEO of Explore Waterloo Region, discusses some highlights.

‘A phenomenal year’

Saran pointed out significant growth within esports.

“The ‘Call of Duty’ event in June, which was massive, injected $6 million to $8 million into the economy,” Saran said.

The Call of Duty League World Championship took place in Kitchener last June-marking its first-ever occurrence outside of the United States. Hosted at Kitchener Memorial Auditorium, eight teams faced off in this first-person shooter game featuring military-style combat for a prize pool totaling $2 million US.

WATCH | Kitchener hosted Call of Duty League World Championship in 2025:

Kitchener is home to the world’s largest Call of Duty event

Call of Duty World Championships have typically only been held in major U. S. cities like Los Angeles and Dallas; so why did Kitchener host this first-ever championship outside America? CBC Kitchener-Waterloo’s Cameron Mahler went down to The Kitchener Memorial Auditorium to find out.

Allister Scorgie, director of sport hosting for Explore Waterloo Region, shared with that they had planned extensively to bring this event into Kitchener.

“Even though we haven’t hosted a big event like this before,[The Aud’s team] was prepared and seasoned enough to know what to expect,” Scorgie remarked.

More games coming in 2026

Saran indicated that already $90 million is booked just for early 2026 alone.

“We’re a high tech hub and that’s what it’s all about with esports-high-tech and gaming,” she noted.

This year’s sports marketing continues as Waterloo region gears up for hosting Ontario Summer Games over August long weekend.




Over 4 thousand athletes along with their coaches will participate across 23 sporting events-and this is expected brings millions into local revenue as visitors come through staying here while dining out or shopping locally too!



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Saran emphasized how genuine cultural experiences attracted numerous tourists last year as well.

This included exploring areas surrounding local Mennonite communities plus newer events such as Instagram-friendly Mistletoe Trail along Fields To Flavor Trail-a tribute celebrating agritourism!

“The thought behind getting outdoors & experiencing farm life sounds exciting! You can check out farmer’s gates & markets alike-but you also get opportunities like walking an alpaca or practicing goat yoga-something completely different than living within concrete jungles,” said Saran.

Besides these fresh attractions were classic staples including both KW Oktoberfest alongside St. Jacobs Farmer’s Market too!A woman uses a plastic bag for her strawberries at produce stand within St. Jacobs Market.(Robin De Angelis/CBC)

Joanna Loebach who serves as general manager at said location mentioned how incredible records broke during past twelve months’ worth endeavors on behalf thereof. “This certainly constituted quite memorable achievement!” exclaimed Loebach proudly displaying figures illustrating attendance soaring up towards remarkable heights reaching roughly around approximately exceeding beyond currently noting official stats validating remarkable growth represented by thirty percent compared against previous periods.”

Further backing was brought forth via increased scheduling pertaining around special festivities commemorating fiftieth anniversary festivities planned throughout duration calendar showcasing multiple occasions occurring regularly cycling through various seasons consistently generating excitement generating interest towards overall community engagement encouraging stronger ties promoting expansion potential regarding future growth prospects possible collaborations amongst affiliates involved supporting sustainable development initiatives collectively working towards mutual benefit deriving from collaborative partnerships established enabling continued progress fostering advancements throughout broader landscape featuring diverse offerings catering differing preferences needs interests enhancing overall appeal attracting variety clientele segments ultimately leading toward positive outcomes benefiting everyone involved!!” remarked Ms. Loebach enthusiastically reflecting upon challenges met successfully navigating fluctuating circumstances adapting accordingly propelling ahead full steam regardless obstacles encountered ultimately culminating culmination achieve stunning results together forging lasting impacts shaping brighter outlooks paving pathways forward… ”

“Taking place amidst backdrop vibrancy autumn festival where traditions merge seamlessly honoring heritage customs deeply rooted history ensuring everyone feels welcome sharing joy laughter spirit togetherness embracing warmth encompassed unity encapsulated essence celebration resonating fondly among attendees alike…” further elaborated Ms. Van Kalsbeek affirmatively asserting significance boosting attendance witnessed resultantly showcasing upward trends experienced registered amongst participants over course activity demonstrating enthusiastic turnout exceeding expectations heightening enjoyment derived mutual interactions cultivating sense belonging fostering camaraderie contributing value overall enriching experience gained reciprocally elevating atmosphere distinctly felt present amongst every interaction fostered therein witnessing collective enthusiasm expressed clearly visible throughout festivities unfolding gradually building momentum gaining traction inspiring newfound sense pride rallying together strengthening bonds forged even tighter serving reminder power community spirit uniting us during challenging times creating lasting memories cherished forever.”

Navigating need space required expanding opportunities

Around three thousand businesses provide employment opportunities benefiting approximately seventeen thousand individuals particularly thriving sectors encompassing restaurant transportation fields combined efforts unifying providing viable alternatives fulfilling demands emerging environment evolving nature clienteles developing interests enhancing attractiveness respective locales garnering favorable impressions paving ways fostering connections expanding horizons encompassing more comprehensive understanding ever-growing diversity reflected within vibrant landscapes situated close proximity urban centers enriched by those willing explore talents offered engaged actively participating cultivating relationships flourishing naturally found becoming integral parts process driving innovation creativity facilitate exploration unlocking potentials waiting unveil themselves eagerly anticipating new adventures await discovery unlocking possibilities arise transformational journey full rewarding experiences unfold captivating moments unfold indefinitely awaiting embrace wholeheartedly opening doors endless possibilities thrive united under pursuit dreams aspirations realizing visions come alive.” expressed sentiments echoed widely resonating throughout various circles striving advocate greater awareness promoting appreciation beauty surrounding richness found hidden depths truly relishing knowledge imparted exchanged midst friendships blossoming countless encounters shared navigating paths crossed ultimately revealing unexpected treasures discovered journey undertaken together revealing intrinsic value inherent connection forged through collective narratives weaving intricate tapestries reflective society formed by individual stories told lived practiced daily basis unwittingly building bridges connecting cultures igniting passions bridging divides inviting inclusivity dialogue resulting beautiful tapestry life woven deeply fabric humanity rooted compassion understanding empathy extending kindness one another uplifting spirits bringing hope light hearts everywhere !!” expressed sentiment echoingly optimistic portrayal future awaits filled bright possibilities unfolding limitless horizons beckoning advancement continuing growing contributions evident marked changes occurring lead progress noticeable developments generated driven passion commingle creativity enhance dynamic landscapes continue evolve bringing transformative waves positively impacting lives directly influencing shaping futures transforming aspirations realized beyond limits expectations … ✨

“Nevertheless challenge remains capacity limitations hindering growth potential realization vision…” cautioned Ms. Saran urging collaboration partners seeking solutions addressing concerns raised ensure adequate resources available accommodate increasing demands stemming popularity trend witnessed rising participation levels seen lately raising profile regional significance notably expanded reach maintaining relevance enduring legacy recognizing necessity sustained investment ongoing improvement critical moving forward cultivating partnerships invested nurturing environments conducive further blooming flourishing prosperity!” “Ultimately goal remains attain success achieved collaboratively whilst balancing commitments aligned values foundational principles guiding engagements sought cultivate preserving integrity authenticity ensuring longevity influence recognized valued esteemed respected acknowledged mutually beneficial arrangements structured contribute towards achieving sustainable prosperity.”

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