Heated Rivalry is igniting Canada's cottage culture

Bookings for Canadian cottages have risen by 110% since the steamy show aired, rewriting what summer in Muskoka will look like in 2026.

The birds sing as tortured lovers Shane Hollander and Ilya Rozanov drive through the dense boreal forest and deep lakes of the Canadian Shield.

"I think you're going to like the cottage. It's relaxing," says Hollander.

At his lakeside cottage retreat, surrounded by a haze of green conifers and chirping crickets, the two men feast on barbecued burgers and beer. They have a footy kick-about and, later, Hollander watches Rozanov emerge, dolphin-like, from the crystalline lake.

Amid the Canadian idyll, a decade of tumultuous heartbreak melts away. After the pair exchanges long-awaited I-love-yous, Rozanov retreats to the backyard as the Sun rises over the water. Hollander wraps him in a blanket and they watch the sky glow amber, revealing the dark silhouette of cottage-dotted shoreline and trees.

Heated Rivalry, the 2025 runaway series about two professional hockey players who are bitter opponents on the ice but lovers once off it, has captured hearts worldwide; and it's driving a gay erotic on-screen boom. But there's been a bonus effect. Adapted from Canadian author Rachel Reid's Game Changer novels, the show is mainly set in Ontario and Quebec, and its scenic backdrops are helping promote Canadian tourism.

Shortly after the season one finale aired on 26 December, searchesjumped by more than 110% for cottages in the Muskoka District, two hours north of Toronto, where the climactic cottage scenes were filmed.

Muskoka Tourism

Bookings for the region in general are also skyrocketing, said Val Hamilton, executive director of Muskoka Tourism. "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."

Interest is largely Canadian, as locals appreciate seeing their country portrayed authentically rather than as a stand-in for another destination. "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 the Toronto Metropolitan University, noting that Canada is often overshadowed by the US.

But 15% of new bookings come from the US and elsewhere, clearly inspired by the show.

"The moment where Ilya and Shane are sitting and watching the sunrise together is one of my favourite moments," said Stacy Simmons, an American fan. "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."

To meet demand, Muskoka Tourism launched a "Come to the Cottage" campaign with billboards across Toronto last December, helping fans of the show plan their own cottage getaways. "When you see the beauty of the region, you immediately [want] to disconnect and be there," Hamilton said.

Alamy

Cottage core

In the show, Hollander's cottage is said to be in Quebec, but the stunning modern lakeside property is actually the Barlochan Cottage in Muskoka. Renowned for its rocky shores and more than 1,600 sparkling lakes, the area is self-billed as "cottage country paradise". Winter offers skiing and cosy lodges, summer attracts swimmers and paddlers, while autumn offers hiking and colourful Canadian foliage.

For people in the UK or the US, "cottage" brings to mind a small country dwelling, but in Canada, the term "cottage" means "holiday home" – often a second or rented residence in a rural or lakefront area where Canadians head with family or friends to escape the bustle of urban life.

Hollander's lakeside cottage is a luxurious, rustic-chic retreat with floor-to-wall windows offering 360 views of the lake and surrounding forest. Typical Canadian cottages may not have pop-art sculptures in the driveway, but they are unabashedly charming, outfitted with fireplaces and decks for lakeside leisure.

Canadian viewer Abbas Jeraj appreciates this use of quiet scenery – noting that shows portraying gay romance are usually set in bars. "I'm now planning to go this year with my partner in the wintertime. I think it'd give me a greater appreciation for the simpler things that we could do, just the two of us," he said.

Tourism experts suggest Heated Rivalry’s popularity may reflect Canada's acceptance of LGBTQ+ people, unlike many other countries. "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.

Beyond the cottage

Away from the calm of Muskoka, other locations appearing in the series have also attracted waves of fans in the weeks since the season ended. Although the series is set in Toronto and Montreal – Hollander breaks up with actress Rose Landry at Le Tambour Tavern; Landry later wears a T-shirt with the logo of St-Viateur Bagel, causing recent sales to skyrocket – it was mostly filmed in Hamilton, about an hour's drive from Toronto.

Devon Hogue of Tourism Hamilton said fan interest led to a location guide on their blog, highlighting the impact of screen tourism. "It is not every day we see something like this, but it's good news for our city and our businesses," Hogue said. Fans still can't get enough; Heated Rivalry location guides continue to pop up on travel blogs.

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Among the Hamilton locations that fans will recognise are the city's famous pink tunnel – a coloured underpass covered in graffiti where a grieving Rozanov confides to Hollander in his native Russian – and the Straw+Berry smoothie shop and its blueberry smoothie "with extra banana", which brings hockey captain Scott Hunter and barista Kip Grady together.

Abbas Jeraj

But at the real-life Hamilton cafe, there are no smoothies on the menu. "We had a lot of pressure from people saying, 'You need to be a smoothie shop,' but we're a coffee shop in real life," explained Rachel Hofing, co-founder of the cafe, which is actually called Relay Coffee Roasters. Instead, the shop has created original Heated Rivalry-themed caffeinated drinks for the fans, like the "Extra banana latte".

"It's basically a latte with a banana brulee syrup, and then we top it with whipped cream and a blueberry. We also have what we call our 'Hollander hot chocolate'," Hofing said. She also noted that sales of both items are extremely popular, as is a fan meetup that quickly sold out last month (a second one is organised for February). 

As fans thirstily await the recently announced second season, slated to air in 2027, visiting season-one filming locations could be a way to make time pass faster – and perhaps cross paths with Hollander and Rozanov as they continue their journey of exploring love in the Great White North.

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