Popular series drives travel demand to Ontario’s cottage country and Muskoka destinations.
A popular television series has sparked an unexpected tourism surge in Ontario’s cottage country, with bookings in Muskoka rising sharply after the show aired.
Since the finale of Heated Rivalry aired in late December, online searches for Muskoka cottages have increased by more than 110%. Tourism officials say interest continues to grow, reshaping expectations for the 2026 summer season.
A Love Story Set in Cottage Country
The series follows two professional hockey players whose rivalry on the ice contrasts with their secret romance off it. Several key scenes take place at a lakeside cottage surrounded by forests and clear water.
Viewers watched emotional moments unfold against the backdrop of sunrise-lit shorelines, quiet docks and deep Canadian wilderness. The cottage scenes left a lasting impression.
“It is nice to see a true Canada depicted on the screen,” said Wayne Smith, director of the Institute for Hospitality and Tourism Research at Toronto Metropolitan University.
Many Canadians say they appreciate seeing their country portrayed authentically, rather than used as a stand-in for another location.
Bookings Rise in Muskoka
Muskoka Tourism reports that winter bookings have increased compared to previous years.
“Normally, January and February are quieter months, but this year there's been a bit of a boom. We're expecting a really strong 2026,” said Val Hamilton, executive director of Muskoka Tourism.
About 15% of new bookings have come from the United States and other countries. American fan Stacy Simmons said the show inspired her to plan a trip.
“The moment where Ilya and Shane are sitting and watching the sunrise together is one of my favourite moments,” she said. “My friends and I are planning a trip to [a] cottage in Canada, hopefully before the hockey season ends [in April] so we can also take in a game while we are there."
Tourism officials launched a “Come to the Cottage” campaign in Toronto to help fans plan visits.
What Makes Muskoka Special
Muskoka sits about two hours north of Toronto and features more than 1,600 lakes. Canadians use the term “cottage” to describe a holiday home near water or in the countryside. Families gather there to swim, paddle, barbecue and unwind away from city life.
While the show describes the cottage as being in Quebec, filming took place in Muskoka at a modern lakeside property.
Visitors can explore towns such as Huntsville, Gravenhurst and Bracebridge. Popular lakes include Lake Muskoka, Lake Joseph and Lake Rosseau. Restaurants and local breweries also attract travellers looking for a relaxed experience.
In winter, visitors enjoy skiing and snow-covered landscapes. In summer, swimming and boating draw crowds. Autumn brings colourful foliage and hiking trails.
Hamilton Also Sees Visitor Boost
Although the story takes place in Toronto and Montreal, much of the filming occurred in Hamilton, Ontario. Tourism officials there say fan interest has increased since the series ended.
“It is not every day we see something like this, but it's good news for our city and our businesses,” said Devon Hogue of Tourism Hamilton.
Fans visit well-known filming locations, including a pink graffiti-covered tunnel and a local café featured in the series. The café introduced themed drinks inspired by the show after visitors requested them.
Co-founder Rachel Hofing explained one creation: “It's basically a latte with a banana brulee syrup, and then we top it with whipped cream and a blueberry.”
Broader Cultural Impact
Tourism experts say the show’s popularity also reflects Canada’s inclusive image.
“Canada is a country where a lot of people from a lot of backgrounds live together, so it's kind of a celebration of that. It's a really solid message in view of the global context,” said Smith.
As fans await the next season, many plan trips to experience the peaceful lakes and forest landscapes shown on screen. For Muskoka and Hamilton alike, television storytelling has translated into real-world tourism momentum.
