Ireland Pop-Up – Toronto Eaton Centre 2026

Information

Tourism Ireland, in partnership with Enterprise Ireland and the Department of Foreign Affairs, will deliver a multi-agency initiative to promote brand Ireland during Irish Heritage Month in Canada.

The Government of Canada declared March as Irish Heritage Month in 2022; this is a prime opportunity to leverage the cultural significance with 17% of the Canadian population (4.5M+) claiming Irish heritage. This initiative will amplify visibility of brand Ireland as a destination, creating standout and highlighting partners with compelling products and experiences, as well as the direct nonstop flights from across Canada to Ireland.  Up to 10 partners, including Canadian tour operators, airlines and Irish industry, will be targeted to participate in the activation over the course of two weeks. The pop-up will also feature Irish retail brands with a curated, immersive retail space showcasing the best of EI client consumer products, each reflecting Ireland’s rich heritage, craftsmanship, and commitment to sustainability. The space will invite Canadian consumers to step into a narrative of Irish innovation and authenticity, creating a memorable emotional connection with Ireland as a destination.

This two-week long Ireland Pop-Up Retail Activation will be in CF Toronto Eaton Centre - North America’s busiest shopping destination, attracting 48 million visitors annually, surpassing Disneyworld Florida, with visitor spending reaching $8.8 billion in 2024. Located in the heart of downtown Toronto, atop two major subway stations, it serves a Greater Toronto Area population of 7 million, contributing to 20% of Canada's GDP. This initiative will serve as a powerful platform for promoting Irish brands, building brand recognition, and introducing clients’ product offerings to a new audience in a dynamic retail environment. In addition to the two-week brand exposure, the pop-up will provide an opportunity for Tourism Ireland to host a curated industry event – potentially with an Irish Minister and Ambassador – targeting key stakeholders, media and influencers.

The Eaton Centre location is also centrally located at the termination of the St Patrick’s Day parade in Toronto, taking place on March 15^th 2026 and is targeted to be the focal point for St Patrick's Day celebrations in the city.

As of August 2024, the mall reported average sales of $1,467 per square foot across its 255 stores (source: Cadillac Fairview). The typical shopper is 38 years old with a household income of $118,139 and spends an average of 58 minutes in the centre. It is a key hub for locals, commuters and tourists.