'Heated Rivalry' set to drive ice hockey tourism boom
The success of queer TV series Heated Rivalry is expected to boost interest in live ice hockey and Canadian lake house rentals, as fans seek to follow the show beyond the screen. Jenny Southan reports
The release of Heated Rivalry is already reshaping travel interest around ice hockey, with tourism bodies and local businesses preparing for a rise in visitors drawn by the sport and the show’s filming locations.
Set against the intense world of professional ice hockey, the love story between the two male leads is set against a backdrop of arenas, hotel rooms, clubs and wilderness lodges in Canada. Ottawa, Toronto, Hamilton and Muskoka are among the locations featured in the show.
Ice hockey has long been part of Canada’s cultural identity, but Heated Rivalry brings it to a global streaming audience in a way that feels… sexy.
According to CBC, Ottawa Tourism recently changed its social media bio to say "birthplace of Shane Hollander," a nod to the capital being the fictional character's hometown.
Discover Muskoka is inviting tourists to "come to the cottage" (IYKYK). (The lust-worthy "limelight location" they refer to is Barlochan Cottage.) For a deep-dive into other filming locations, read this piece in Conde Nast Traveller.
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Much of the drama unfolds inside real arenas and training rinks, capturing the rituals of game days, locker rooms and road trips between cities. For viewers unfamiliar with the sport, this behind-the-scenes access offers a clear introduction. For fans, it reinforces the appeal of travelling to experience the atmosphere first-hand.
Travel industry observers say the show is likely to drive what is often called screen-led tourism (or set-jetting), where audiences want to visit places they recognise from television.
In this case, the draw is not only specific buildings or neighbourhoods but the wider experience of attending live ice hockey games, touring historic venues and exploring the cities that host Canada’s most passionate fans.
Destination marketing organisations will likely Heated Rivalry as an opportunity to broaden the appeal of ice hockey tourism beyond major tournaments.
Instead of travelling only for championship games, fans will be encouraged to plan trips around regular-season matches, training camps and even youth leagues. This spreads visitor demand across the calendar and supports smaller venues that are central to local communities.
The timing is also significant. As winter travel rebounds, destinations associated with cold-weather sports are working to reposition themselves as vibrant and welcoming rather than niche or seasonal. Heated Rivalry supports this by presenting ice hockey as accessible and emotionally engaging.
For the travel industry, the series demonstrates how sports-led storytelling can influence destination choice in the same way as traditional film tourism. By blending real locations with compelling drama, Heated Rivalry is expected to inspire trips that combine live sporting events with rural retreats outside the city.
