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TOURISM NOW - July 20, 2011

Photo: Rogers Cup courtesy of Tennis Canada



  • Meeting the meeting planners
  • Lucky media coverage
  • Microsoft business opportunities

Tourism Snapshot

The Ontario Ministry of Tourism recently released findings from a study into visitors who come to Ontario with the primary purpose of visiting friends and/or relatives. Some of the more significant findings include:

  • Nearly 70 per cent of Ontarians who host American visitors do so during the summer months of June through August.
  • Approximately 45 per cent of Americans who visit friends or relatives in Ontario spend at least one night in paid accommodation, nearly 70 per cent go to restaurants and bars, and about 50 per cent go shopping. Furthermore, 79 per cent of these visitors are “very satisfied” with their visits, and 98 per cent are interested in returning.
  • Overseas visitors who come to visit friends and relatives in Ontario spend an average of 16.5 nights in the province.



Boston sales mission
In line with our Key Cities initiative, Tourism Toronto’s International Leisure Trade Sales division organized a sales mission involving 11 member companies the week of July 11. The Toronto team visited over 20 key tour operators with current or potential group (adult/student) and FIT business for Toronto in both Boston and Rhode Island. This fast-paced mission netted many new contacts and has resulted in new business opportunities and agreements for several members on the mission.

Toronto got lucky
Following a press trip last year hosted by TT’s Media Relations team, Toronto has been profiled in Lucky magazine’s first “City Guide.” Positioning Toronto as “Canada’s most vibrant city…also its top shopping destination, with an inspiring mix of edgy fashion boutiques, world-class design stores and perfectly droll souvenir shops,” U.S.-based Lucky magazine is a national publication.

Meeting planners meet
From July 24-27 TT and over 80 partners and friends from Meeting Planners International Toronto chapter attended MPI World Education Conference in Orlando, Florida. In addition to attending the four-day event, the Corporate Sales team participated in the hosted buyer program connecting with 25 U.S. and International planners in one-on-one appointments that generated approximately 17,500 potential room nights for the city.

Influencing Mexicans
As a result of TT’s Media Relations’ team’s work with El Universal out of Mexico City and its travel editor on a media visit in summer 2010, Toronto and members were included in an article detailing some of the greatest experiences in cities across Canada. El Universal has more than 300,000 readers in print and more than 3 million unique visitors to their web site each month.

Scientific investigation
From July 19-22, TT featured an expanded presence at the Annual Meeting of the Council of Engineering and Scientific Society Executives. For the second year we sponsored an evening cocktail reception and introduced more than 200 association executives to their “home away from home team” in TT. As with ASAE, the CESSE Annual Meeting provides unique opportunities for our salespeople and our members to develop and deepen relationships to bring new opportunities to the community.

A fashionable look at Toronto
As a result of a recent Argentine press tour, the July 2011 issue of Elle magazine Argentina featured Toronto in its travel section. This prestigious women’s magazine has a circulation of 60,000.

What's Next

Microsoft WPC business opportunities
As announced a few weeks ago, Microsoft has chosen Toronto to host its Worldwide Partner Conference in July 2012. We’re very excited to host this event as it brings 15,000 delegates from 130 countries and a great deal of prestige. While the main hubs of the action will be the Metro Toronto Convention Centre and the Air Canada Centre, many other downtown venues, including restaurants, nightclubs and special event spaces, will be involved as 500+ events take place during the conference. There will be a number of planning visits over the upcoming months and as requested by Microsoft’s Planning Team most business opportunities and Microsoft RFQ’s/RFPs will be communicated through Tourism Toronto.

Important notice for special event venue and restaurant members: The majority of these official events will ultimately be coordinated and managed through Microsoft’s Official DMC but you will get requests from other in-house planners and event organizers from Microsoft’s international business partners as well. Please advise if you receive a request to host a large or small Microsoft function from July 9 through 13. Microsoft Corporation and Microsoft Canada would like to have first option on premium downtown function space in order to manage location and flow of the many events that happen simultaneously over the week. Microsoft has asked for patience from the Toronto hospitality industry by refraining from contacting them at this point.
We look forward to working together towards a successful 2012 World Partners Conference and demonstrating that Toronto is a top-notch conference destination for future meetings.

Meeting them in St. Louis
From August 6 -9 Team Toronto will join nearly 3,000 association executives and 2,500 other industry professionals for the American Society of Association Executives (ASAE) annual meeting in St. Louis, Missouri. This year, TT’s new Alliance Partnership with ASAE allows us to introduce TT’s signature IMAGINARIUM hospitality lounge, an exclusive oasis that allows for direct conversations with clients away from the hustle and bustle of the meeting. The ASAE Annual Meeting remains one of the anchors of our in-market event strategy to position Tourism Toronto as a consultative partner to the Association marketplace.

Play Ball!
On August 19, TT and a select group of members will welcome approximately 50 high-value association clients to a luxury hospitality suite to take in the Chicago Cubs baseball game. These signature in-market events provide an informal environment in which to further develop client relationships which lead to future business opportunities for the community.

Connecting in Chicago
TT will be back in Chicago for the CONNECT Marketplace from August 25-27. Now in its second year, CONNECT is a hosted buyer trade show that aims to attract 300 buyers. Getting in on the ground floor of these new events and securing one-on-one time with pre-qualified buyers is important as we see the meetings market shifting in this direction

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Aug 4-11 American Bar Association 20,000
Aug 12-14 International Convention of Vietnamese Physicians, Dentists, and Pharmacists 1,000
Aug 15-18 International confederation of Principals 1,500
Sep 2-4 Highspots, Wrestle Reunion


Aug 15-18 International Confederation of Principals 1,500


Golf Tournament
The annual GTHA/TT golf tournament on July 13 was a tremendous success again this year. 240 members and friends enjoyed a beautiful day on the Lionhead course. A special thank you to our sponsors for their support:

Major Sponsors:
Gold: Smart Serve Ontario Silver: Unisource Canada Inc. Golf Cart: Big Picture Conferences Gift: Fallsview Casino Resort Lunch: City of Brampton Beverage Cart: Labatt Breweries of Canada & Molson Coors Breakfast: Greater Toronto Airport Authority (GTAA) Closest to Pin: Medieval Times AV: Frischkorn AUDIOVISUAL Sign: Club Ink Water Vaughan Mills Mall

Tee Sponsors: Avendra, Bennett Jones LLP, CN Tower, City of Brampton, Fairmont Royal York, Fraser Milner Casgrain, Fox Planet Wealth Management – RBC Dominion Securities, Group Lockhart Inc., HEAT (Hotel Engineering Association of Toronto), Impark, Jackson Triggs/ Inniskillin, KPMG, Metro Toronto Convention Centre (MTCC), Michael Robillard & Associates, Wine Council of Ontario, Woodbine Entertainment, GTHA Hospitality & Tourism

Scholarship Sponsors: Ace Bakery Ltd., CompuCom Canada Co., Delta Chelsea, Delta Rockycrest, Joe Badali’s Ristorante Italiano & Bar, Lionhead Golf & Country Club, Maple Leaf Sports & Entertainment, Metro Toronto Convention Centre, MIAD Information Systems, Molson/Coors, Park Hyatt, Simmons Hospitality Bedding, Steam Whistle Brewery, The Ritz Carlton Toronto, Vaughan Mills Mall, Wine Council of Ontario

Welcome New Members

Air Canada Centre Tours

About Tourism Now
We want to hear your feedback on this newsletter. Please contact Cathy Riches via with your thoughts and suggestions.

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.

Tourism Toronto: Toronto Convention & Visitors Association

To Aug 12
Movies in the Square
Maple Leaf Square

To Sep 18
Jun Kaneko
Gardiner Museum

Aug 5-7
Taste of the Danforth

Aug 5
Donne Roberts
Lula Lounge

Aug 6-14
Rogers Cup
Rexall Centre

Aug 6
Viet Summer Fest
Celebration Square, Mississauga

Aug 11-14
Brampton Global Blues & Jazz Festival
Various locations

Aug 18-20
Sail-In Cinema
Sugar Beach

Aug 19-Sep 5
Canadian National Exhibition
Exhibition Place

Aug 25-28
Scotiabank Buskerfest
St. Lawrence Market neighbourhood

Sep 8-18
Toronto International Film Festival
Various venues

Sep 9-11
Tim Hortons Southside Shuffle
Port Credit

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

"It's great to hear the top 25 (will be in Toronto). It only shows how we all look at the tournament. It's such a prestigious tournament, it has built up such a big reputation the last few years. That's definitely the big test where you want to do well."

— Number 2 ranked tennis player, Kim Clijsters, from Toronto Sun July 18, 2011.





Did you know?
The Rogers Cup started in 1892 and is one of the longest-running tennis tournaments in the world.