In the bustling world of streaming television, few shows have captured the zeitgeist—and sparked real-world change—quite like Heated Rivalry. Released by January 2026 and directed by Jacob Tierney, this queer romance series is not only making waves on screens but is also sending ripples through Canada’s travel and tourism sectors. As fans flock to the locations featured in the show and ice hockey’s allure grows beyond the rink, the series is reshaping perceptions of both sport and place.
Set against the intense, sometimes cutthroat world of professional ice hockey, Heated Rivalry tells the story of two rising hockey stars: Shane Hollander, the Canadian captain of the Montreal Metros, and Ilya Rozanov, the Russian captain of the Boston Raiders. The show’s magnetic pull comes from more than just its on-ice drama. As GlobeTrender reports, the series is fueling a tourism boom, with fans eager to experience the arenas, hotel rooms, clubs, and wilderness lodges that form the backdrop to Shane and Ilya’s romance.
Ottawa, Toronto, Hamilton, and Muskoka are just some of the Canadian locations now basking in the show’s reflected glow. Ottawa Tourism, quick to seize the moment, updated its social media bio to proudly declare itself the "birthplace of Shane Hollander"—a playful nod to the fictional character’s roots. Meanwhile, Discover Muskoka is inviting visitors to "come to the cottage," referencing Barlochan Cottage, a key filming spot now dubbed the "limelight location" by local marketers. According to CBC, such efforts are part of a broader strategy to capitalize on the screen-led tourism phenomenon, where fans seek out real-world locations from their favorite shows.
The show’s impact isn’t limited to sightseeing. As Heated Rivalry draws viewers into the rituals of game days, locker rooms, and road trips, it offers both die-hard hockey enthusiasts and newcomers an intimate look at the sport’s culture. The series captures the electric atmosphere of real arenas and training rinks, making the prospect of attending live games or touring historic venues all the more appealing. For many, the experience of standing in the same spots as their favorite characters—whether at a bustling city arena or a tranquil lakeside retreat—adds a new dimension to fandom.
Travel industry observers are already predicting a new wave of what’s known as "set-jetting," where audiences visit places made famous by television. But in this case, the draw isn’t just a single building or neighborhood; it’s the entire experience of ice hockey—of cheering alongside passionate fans, exploring vibrant cities, and escaping to rural lodges. Tourism bodies are preparing for increased interest not just in championship games, but in regular-season matches, training camps, and even youth leagues. As a result, visitor demand is expected to spread across the calendar, supporting both large venues and smaller community rinks.
The timing of Heated Rivalry’s release is particularly fortuitous. With winter travel rebounding after recent global disruptions, destinations associated with cold-weather sports are keen to reposition themselves as dynamic and welcoming year-round. The series, by blending real locations with compelling drama, helps to present ice hockey not as a niche pursuit, but as something accessible and emotionally engaging for a broad audience. As GlobeTrender points out, sports-led storytelling can influence destination choices just as powerfully as traditional film tourism.
Yet, the show’s cultural resonance goes far deeper than its travel impact. Based on Rachel Reid’s 2019 novel, Heated Rivalry has been praised for its authentic and nuanced portrayal of queer male love, a departure from the book’s more traditional gender roles. Under Tierney’s direction, the series explores the complexities of Shane and Ilya’s relationship, delving into their vulnerabilities and personal struggles. Shane’s Asian-Canadian heritage is given new depth, with scenes depicting the pressures he faces as a media figure and his tender moments with his mother after coming out. Ilya, too, is reimagined—not merely as a "masculine" force, but as a vulnerable bisexual man wrestling with his emotions and family expectations.
One of the most significant changes from the source material is the show’s handling of consent. In the original novel, certain intimate scenes are fraught with ambiguity and discomfort. Tierney, however, makes explicit consent a focal point, transforming potentially problematic moments into affirmations of mutual desire. As he told The Conversation, adding explicit consent "makes it hotter." This approach not only clarifies the boundaries between the characters but also reflects broader conversations within the LGBTQ+ community about the importance of communication and respect in relationships.
The show’s sex scenes, far from being tawdry or gratuitous, are celebrated for their emotional depth and authenticity. Tierney wanted to "script the fuck out of these sex scenes" because he knew the fanbase "love this stuff"—but he also aimed to depict "horny good sex for gay people on TV" that is positive and fulfilling, without the specter of misery or punishment. The result is a series where Shane and Ilya’s physical intimacy is matched by their emotional growth. In a particularly moving scene, when the two finally say "I love you," Ilya is shown crying happily—a stark contrast to the book’s stoic portrayal. These choices have resonated with viewers, especially gay male audiences seeking vulnerable, complex queer characters on screen.
The response has been nothing short of electric. According to The Conversation, Heated Rivalry has gone viral among gay romance fans, amassing millions of likes on its official TikTok page. The series honors both the women who came to it from Reid’s novel and the new male audience drawn by its authentic representation. Tierney’s vision joins a growing tradition of queer storytelling in media, following in the footsteps of works like Greg Berlanti’s Love, Simon and Peter Paige’s The Thing About Harry.
For Canadian tourism, the show’s popularity is a windfall. By inspiring trips that combine live sporting events with scenic retreats, Heated Rivalry is helping to redefine what it means to be a fan—and what it means to explore Canada. As destinations like Muskoka and Ottawa prepare to welcome a new wave of visitors, the line between fiction and reality grows ever blurrier. In the end, it’s not just the story of Shane and Ilya that’s winning hearts; it’s the promise of adventure, connection, and discovery, both on and off the ice.
