AbleMaxx Ltd has been appointed as UK meetings and events representatives for Destination Toronto.
Nicola Alexander has been appointed as the UK sales director for Destination Toronto at AbleMaxx, bringing more than 25 years of experience in destination marketing.
Maxine MacPherson, managing director of AbleMaxx, said: “Right now Canada, characterised by stability and a strong commitment to international cooperation, makes it an ideal destination for large-scale events. Toronto has a real opportunity in this moment, its unparalleled infrastructure and vibrant cultural scene will meet the evolving needs of events planners and attendees alike.
"AbleMaxx is positioned uniquely, with a global account portfolio, to leverage its expertise and connection to drive growth and success for Destination Toronto. I am delighted to confirm the new position of UK sales director Destination Toronto at AbleMaxx as Nicola Alexander. Nicola comes with over 25 years experience in destination marketing and business development within the international business events sector and her previous roles for Explore Edmonton and Travel Alberta, give her a distinct advantage in understanding the policies and drivers for placing business in Canada. Nicola already has direct experience and knowledge of working in Toronto itself from previous roles and placements and she will quickly become the destination expert for UK business events for Toronto. We are so delighted to welcome Nicola to the AbleMaxx team.”
Nicola Alexander said: “This marks an exciting new chapter for me. It builds on my existing portfolio of experience and deepening knowledge of Canada. I feel a strong personal connection to the destination, and my time working with the country has given me a much deeper understanding of its people, culture, and potential. Canada’s approach to business events, particularly its sector strategy approach, really highlights the country’s intellectual capital. With my extensive knowledge, expertise and networks, I look forward to continuing to impact the visitor economy for Destination Toronto, through business events, with a priority on aligning events with their key industries and encouraging sustainable and impactful events. Relationships, integrity and a passion to inspire the business event community continues to be key to my success in the industry.”
Toronto’s visitor economy generated nearly $9 billion in visitor spending in 2024. Destination Toronto’s purpose is to ignite the city’s visitor economy to enrich and empower its communities. Operating in partnership with the City of Toronto and the tourism and hospitality community, Destination Toronto promotes the city to attract visitors and major meetings and events, and supports local businesses in maximising the opportunities of the visitor economy.
AbleMaxx was founded by Maxine MacPherson in 2014 for the sales and marketing of quality products, services and destinations within the meetings and events industry. AbleMaxx currently promotes Global DMC Partners, Niche! by AbleMaxx portfolio of venues, Destination Wembley, Destination DC and works in consultancy with other industry clients.
