January 27, 2026

Both the Vancouver and Toronto International Boat Shows wrapped up last week. These two major shows always offer guidance for the coming season and indicators of the sales levels we can expect. I was in the Toronto show almost every day and I spoke to many dealers about their results.

Those selling the high-end boats were typically very pleased because the Luxury Tax has been lifted. In a clear confirmation of the arguments the industry presented to the government during our battle against the tax, several dealers told me they had sales on hold pending the end of the Luxury Tax. In a positive signal for the industry, their customers in many cases, have returned to go ahead with their orders. One in particular has a very significant year developing.

The important lesson seems to be that no matter how wealthy the buyers are, they won’t stand for being taken advantage of. They wanted the boats but refused to buy, many saying they already paid plenty of tax. The government should take note. It was a quiet revolt, but a revolt none the less.

The Toronto show had many more affordable boats on offer, but I overheard people expressing concern about the prices they were seeing. We have to recognize that for middle-class Canadians, boating is priced at a luxury level.

In my brief talk at the start of the NMMA Canada Industry Breakfast, I spoke of the elements of luxury and a concept of the “arbiter elegantiarum”. That is an ancient Roman expression for a person who prescribes, rules on, or is a recognized authority on matters of social behavior and taste. An expert in the expression of luxury if you will.

To be clear, I do think that making a person at your business, your arbiter elegantiarum is a great idea, regardless of the price levels of your products and services. Boat buyers and owners are already paying significant amounts for their boats and boating experiences so figuring out ways to deliver a more memorable and luxurious experience makes people pleased with their boating expenditures and with the experience. They will hold those good memories for longer than they remember the cost. I do think that it’s something to consider, and elegant touches and attentive service certainly are memorable.

But, back to the boat shows. As I write this, the final numbers are not yet out for the number of boats sold, or of final attendance at the Toronto turnstiles. But the show management does a good job of reporting the daily data and early reports say attendance was down a few percent from the previous show, almost every day. The weather in the final weekend was impacted by a big storm system predicted to drop 25 cm or so on Southern Ontario on the Sunday. I didn’t go. I suspect many also cancelled their plans.

Few exhibitors like the nine-day long Toronto show, but bridging two weekends was a great idea this year. The cost of bringing so many new boats and the staff required to operate the displays, is very significant. The added days do give far better odds of a successful show.

My final comment from TIBS 2026 – I noticed that the aisles were busy and the seating in the food court was pretty much full last Tuesday. I was there with my 30-year-old son and he was the only person without white hair. I’m sort of joking, but not really. Our market is aging – maybe aging-out. Retired people are happy to come on a Tuesday.

Great, but what do we have as an industry, for the young people who could be our new customers?

Andy Adams – Editor