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Photo: Canada Day - Celebration Square, Mississauga (credit:



  • IIFA results
  • The Cheating Wall campaign wraps up
  • Elite Traveler coverage

Tourism Snapshot

The Airport/West region of Toronto has seen steady increases in monthly occupancy throughout the winter and spring of 2011. As can be observed in the table below, 2011 occupancy rates have exceeded 2010 rates in four of the first five months of the year, for a year-to-date increase of 5.4 per cent through the end of May.

Toronto Airport/West Occupancy (%)

Toronto Airport/West Occupancy (%)

Source: Smith Travel Research



IIFA reaps rewards
The Bollywood Oscars presented a chance for Toronto to glitter on the world stage--and do business--thanks to the Ontario Government’s invitation to host the mega event here.

  • In conjunction with the Canadian Tourism Commission, OTMPC and IIFA, TT’s International Leisure Trade sales team hosted eight tour operators from India for a multi-day program of Toronto site inspections and events culminating with the IIFA Awards at Rogers Centre on June 25. These tour operators now have a keen sense of Toronto’s product offerings as they develop packages to capitalize on the awareness that hosting IIFA generated.
  • Additionally, the Global Business Forum, held by the Ontario Ministry of Tourism and Culture on June 23 and 24, gave TT and member companies interested in the Indian market a chance to promote Toronto as the gateway destination in Canada to Indian tour operators who wish to do business with Ontario.
  • Corporate Sales and the luxury collection of hotels welcomed over 40 clients from the U.K., U.S. and across Canada to enjoy the IIFA festivities including customized experiences in the neighbourhoods of Toronto such as sari shopping, and the IIFA awards themselves. A small group of clients enjoyed a beautiful day in Niagara culminating in a visit via helicopter to Peller Estates Winery.
  • Over 700 international media were on hand and TT was at the media centre as well as providing special tours for individual journalists to bring the Toronto story to the fore. Results include multiple videos on BBC and coverage in Delhi-based, Mail Today.
  • TT, in partnership with OTMPC, JPdL and TourCan Vacations, was responsible for selling approximately 10 per cent of the tickets to the IIFA event. 2,268 tickets were sold for the awards show at the Rogers Centre and an additional 600 seats were packaged for sale to the IIFA Rocks Fashion Show held on Friday night at the Ricoh Coliseum

It’s Okay to Cheat On Your City campaign wraps up
For this year’s campaign, a live interactive portal between Toronto and Montreal, located at TIFF Bell Lightbox in Toronto (King & John) and Maissoneuve Blvd. & Bleury in Montreal, engaged potential visitors from both cities. Events staged at the portal, including 505 kilometre Fashion Runway, Break Dancing at the Wall and a speed dating session, finished on June 15. The campaign resulted in nearly 8,000 visits to the campaign tab on the Toronto Facebook page, positive response from Toronto media and prominent media coverage in Montreal about summer travel to Toronto including Métro, 24 Hours and morning television show Salut Bonjour.

Mucho media coverage in South America

As a result of an Argentine TV crew TT hosted last fall, a 30-minute show featuring a range of Toronto’s attractions aired on June 17 to 600,000 viewers throughout Argentina, Paraguay, Mexico, Uruguay and Peru on America Sports Channel.

Toronto was the cover story in Pagina 12, a national newspaper based in Argentina after a recent photojournalist press trip. This photojournalist also blogged extensively about her Toronto experience.

O Estado de Sao Paulo, a major daily newspaper based in Brazil, published a multi-part story on Toronto in early June as a result of a recent press tour. Toronto was featured on the front cover of the paper’s tourism section and the sister paper, Jornal da Tarde, ran the story as well.

Travelling elite indulge in Toronto
As a result of TT’s work with Elite Traveler magazine in February, an 11-page article showcases Toronto to over 100,000 affluent readers.

Tapag Turismo

Charm City initiatives
From June 20-22 the U.S. Association Sales team participated in the Professional Convention Management Association (PCMA) Education Conference in Baltimore. This growing event, which claims 600 total delegates and over 200 association professionals, provides another important opportunity to make and develop personal connections which facilitate future buying decisions. Tourism Toronto’s participation in this event is an important deliverable in the joint Strategic Partnership with PCMA shared with the Metro Toronto Convention Centre. This year TT was able to expand Toronto’s presence by introducing our signature “Imaginarium” hospitality lounge at the event.

At the same time, the inaugural AIBTM - Americas Meetings & Events Exhibition took place in Baltimore. It is the first full-scale hosted buyer tradeshow in North America, modelled after European shows, with more than 750 hosted buyers and another 800 paid trade buyers. TT’s Association and Corporate Sales teams along with participating members joined the Canadian Tourism Commission in the Canada Pavilion for a slate of meetings with association, corporate, incentive and third-party travel buyers.

Green message reaches Mexico
As a result of TT’s recent green-themed press tour, Excelsior newspaper, based in Mexico City, published the first of a three part story on Toronto and its green efforts. Excelsior is a major daily national newspaper, with a circulation of 90,000 copies daily.

Professional development brings association leaders to Toronto
Two top industry programs recently brought a plethora of potential clients to Toronto. From June 1-3 the U.S. Association Sales team and the PCMA hosted the Leaders of Thought Summit in Toronto. This was a think-tank style program with 30 association professionals and strategic partners gathered for this intense program who along the way enjoyed some signature Toronto hospitality and a unique showcase of TT as a consultative partner.

From June 8-10, TT and the Fairmont Royal York hosted the American Society for Association Executives (ASAE) annual Invitational Forum on Leadership. This was Toronto’s chance to be at the fore as 100 association leaders descended on the city. A keynote speaker from the University of Toronto Rotman School of Business gave a glimpse of the wealth of resources that the community can offer. Participants also got a reminder about Toronto’s diverse culture and global appeal via a pre-IIFA Bollywood-themed gathering.

What's Next

ASAE Annual Meeting
Team Toronto is preparing for its yearly participation in the American Society for Association Executives Annual Meeting from August 6-9 in St. Louis, Missouri. This annual conference and tradeshow draws several thousand association leaders and an equally large gathering of business service and hospitality vendors who cater to the association marketplace. This year an exciting new corporate partnership between ASAE and Tourism Toronto will allow us to introduce our signature IMAGINARIUM experience into the framework of the Annual Meeting, creating a new and intimate way for TT staff and members to interact with current and prospective clients away from the bustle of the tradeshow floor.

Upcoming Meetings & Conventions (600+ Delegates)

Dates Meeting/Group Name Attendees
July 10-13 International Health Economics Association 2,000
July 18-25 Dragon Boat Club Crew World Championships 600
July 21-23 American Contract Bridge League 7,000
Aug 4-11 American Bar Association


Aug 12-14 International Convention of Vietnamese Physicians, Dentists & Pharmacists 1,000
Aug 14-17 Catholic Women's League of Canada 1,500
Aug 15-18 International Confederation of Principals 20,000

Air Canada voted #1
Air Canada has recently been recognized as the Best International Airline in North America. The Skytrax Awards are based on votes by 18.8 million passengers around the world. Congratulations to Air Canada!


Welcome New Members

Toronto International BrazilFest (aka BrazilFest Toronto)

Meeting Services
Double Chocolate Fountain

Boston Pizza - Front & John

Tourism Toronto: Toronto Convention & Visitors Association

To July 17
Donny & Marie Live
Four Seasons Centre

To Sept 4
Dream in High Park - A Winter's Tale
High Park Amphitheatre

July 6-17
Toronto Fringe Festival
Various locations

July 6-10
RBC Mosaic - South Asian Heritage Festival
Various locations - Mississauga

July 8-10
Honda Indy Toronto
Exhibition Place

July 8-24
Various restaurants

July 9 & 10
Queen's Park

July 9 & 10
Salsa on St. Clair
St. Clair Avenue

July 12-28
Twelfth Night
Rose Theatre - Brampton

July 15-24
Beaches International Jazz Festival
Various locations

July 24
BrazilFest Toronto 2011
Earlscourt Park Toronto

For a complete listing of events, please go to our online events calendar.

"Devoted mall shoppers shouldn’t miss one of Ontario’s largest, Square One, for its vast selection of stores."

— "Style by Jury" stylist David Clemmer - from Toronto magazine





Did you know?
The main stage in the newly opened Celebration Square in Mississauga has a high performance sound and lighting system, two huge Mitsubishi "Diamond Vision" screens and six 20m Digital Ribbon screens.
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Tourism Toronto is the sales and marketing organization for Greater Toronto's diverse and compelling tourism experiences, representing 1,200 member businesses. Visit us at

Tourism Toronto is located at 207 Queens Quay West, Toronto, Ontario, M5J 1A7.