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TOURISM NOW - August 17, 2011

Photo Credit: CNE



  • Today Show tests its mettle on EdgeWalk
  • ASAE sparks imagination
  • West region campaign launches

Tourism Snapshot

Although the sluggish U.S. economy continues to shrink the volume of U.S. outbound air passengers, Toronto actually is seeing increasing numbers of U.S. air travellers. As can be seen below, total U.S. outbound air traffic has dropped repeatedly over the past few years, resulting in three million fewer trips being taken in 2010 than 2007. At the same time, U.S. air arrivals to Toronto are rising and data through May suggest that this upward trend will continue throughout 2011.

U.S. Outbound Air Traffic (millions)

U.S. Air Arrivals to Toronto (millions)


TODAY at the top of Toronto
The number one early morning show out of the U.S. — The TODAY Show — visited Toronto for a media preview of the CN Tower’s new EdgeWalk attraction. Correspondent Jenna Wolfe debuted her Toronto EdgeWalk piece on Monday, August 1 to nearly 5 million viewers. The more than six-minute segment featured her walking the edge. The segment re-aired on The Sunday TODAY Show on August 7 to nearly 4 million viewers.

Also on the EDGE...
Tourism Toronto’s Media Relations team hosted a group of LGBT writers June 30-July 4, including freelancers who contribute to Passport Magazine, Frontiers LA, and EDGE Media Network (U.S.), and Etre magazine (Canada), and Quiiky magazine (Italy), and OHM magazine (Mexico). As a result of the press tour, EDGE published this story. EDGE is the largest network of local Gay, Lesbian Bisexual and Transgender news and entertainment portals in the world, serving 500,000 readers from a variety of metropolitan areas around the U.S. and beyond.

Curated luxury
Tourism Toronto launched the “Curated Toronto Getaway” campaign with the Platinum Card from American Express to raise awareness of Toronto as a luxury destination. Featuring an exclusive, all-access Toronto weekend curated by the Amex Platinum and Toronto’s 12 luxury hotels, ads are running in top U.S. magazines including Vanity Fair, NY Times Magazine, Architectural Digest, GQ and Condé Nast Traveller that drive readers to a special website:

Curated Luxury Toronto Campaign

TT's Corporate and Canadian Association Sales teams in partnership with Rogers hosted 40 first-time planners for the Hosted Buyers program at IncentiveWorks. The clients had the opportunity to enjoy first-class hospitality in our downtown hotels, see the latest in offsite venue options, meet with hospitality partners and get educated on the new trends in our industry. IncentiveWorks is Canada’s largest event for professionals who plan, organize or influence meetings and events.

Luxe culinary and wine press tour
TT’s Media Relations hosted a luxury themed culinary and wine press tour July 21-26. From farm to fork in Toronto and over to the Cool Climate Chardonnay Festival in Niagara-on-the-Lake, nine writers from Mexico (Reforma newspaper), Argentina (Cuisine & Vins magazine), U.K. (Eat Like a Girl), Boston (freelancer for Boston Globe and, San Francisco (freelancer for San Francisco Chronicle and American Way magazine), Houston (Houston Family Magazine), Dallas (Indulge magazine), U.S. (Traditional Home and Taste of Home magazine) wined and dined their way through some of the best that Toronto and Ontario has to offer.

ASAE Annual Meeting
From August 6-9 Team Toronto led the way at the American Society of Association Executives’ Annual Meeting. With our signature black IMAGINE shirts a ubiquitous presence and the introduction of the IMAGINARIUM hospitality suite Toronto was all the buzz amongst the 2,500 association professionals in attendance. In line with TT’s commitment to making a meaningful contribution to the social, environmental and business welfare of communities, we partnered with Community Support Services of Missouri and donated 100 Skuut balance bikes to some of the youngest residents of Joplin affected by the devastating May 22 tornado. Pictured are incoming Chair of ASAE, CAE and Executive Director of the American Industrial Hygiene Association, Peter J. O'Neil, TT President and CEO David Whitaker and Chair of TT’s Board of Directors, David Ogilvie.

ASAE Annual Meeting

Family fun in Toronto
TT’s Media Relations hosted a family themed press tour August 7-12. From the west side to the city centre, six writers and their children were selected to embark on a journey that took them on a sleepover at the Zoo, down our attraction’s most thrilling waterslides, up to the top of the CN Tower, and more. Media who joined represented LA Parent Magazine, Good Housekeeping Magazine (Mexico), Capital Magazine (Chile), Buffalo News (U.S.), and Canadian Living Magazine (Canada).

Family getaways in the West are trending
TT has introduced a new advertising campaign promoting family getaways in the Mississauga, Brampton and Toronto West/Airport region, focusing on the great things happening in the area and the easy access to fun family attractions like Canada’s Wonderland, the Zoo and more. Running for four weeks in the London, Windsor and Sarnia markets, the campaign features a 30-second radio spot as well as online ads that direct to a special website:

Going for a clean sweep
The Hilton Toronto Airport Hotel & Suites and Tourism Toronto had the privilege of hosting the International Federation of Broomball Association Aug 11-14 for its Executive Board Committee Meeting. One day was set aside for the Executive Board to take site inspections throughout Toronto, Mississauga and Brampton. The group had a chance to see the Powerade Centre and South Fletcher’s Arena in Brampton, Hershey Centre and Iceland Sport Arena in Mississauga and Canlan Ice Sports at York University. TT and our venues will have the opportunity to bid on national and international events over the next five years.

What's Next

Seattle sales mission
Tourism Toronto’s U.S. Corporate Sales team along with the Canadian Tourism Commission are hosting over 160 priority clients at a Seattle Mariners vs. Toronto Blue Jays game this week in Seattle. The clients are drawn from various industries in and around the Seattle area. Mr. Denis Stevens, the new Canadian Consul General based in Seattle, will be joining the event. While in Seattle, the U.S. Corporate Sales team is also conducting 15 appointments to assist in increasing the awareness of Toronto for MC&IT.

Ottawa sales mission
From August 29-31 Team Toronto will own Ottawa with a series of events including a signature sponsorship of the MPI Golf Tournament in which more than 200 meeting planners from the federal government and national associations will participate. In addition, a high profile event at Town Shoes will provide a unique opportunity for six members and 25 clients to connect. Finally a series of sales calls will provide the right opportunities to develop future business for Toronto.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Sep 2-4 Highspots Wrestle Reunion 1,000
Sep 11-18 KPMG Canada, Leadership Conference 2011 1,000
Sep 14-24 Institute Of Electrical & Electronic Engineers 2,000
Sep 19-23 Soc for Worldwide Interbank Financial Telecommunication (SWIFT-SIBOS)


Sep 24-29 Kenneth Copeland Ministries, Toronto Prayer Conference 1,000
Oct 2-6 Canadian Geotechnical Society


Oct 3-7 U.S. Green Building Council 25,000


Waterfront tops list
The Port Credit waterfront was named the No. 1 public space in the Greater Toronto Area by Spacing Magazine, a Toronto-based urban landscape and lifestyle publication. Two major criteria in choosing the notable spaces were their year-round accessibility and ability to reflect their respective cities. Also on the list was Gage Park in Brampton.

Greenest fair of all
The Canadian National Exhibition, which opens its 132nd season this Friday, has become the first fair in North America and the first large-scale event on the continent to receive EcoLogo certification, one of North America’s largest and most respected environmental standard and certification marks.


About Tourism Now
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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.

Tourism Toronto: Toronto Convention & Visitors Association

Ends Sep 4
Abstract Expressionist New York
Art Gallery of Ontario

Aug 18
Gardens of Song - Nagatu Shachu
Toronto Botanical Garden

Aug 18-20
Sail-In Cinema
Sugar Beach

Aug 19-Sep 5
Canadian National Exhibition
Exhibition Place

Aug 19-27
Rose Theatre

Aug 25-28
Scotiabank Buskerfest
St. Lawrence Market neighbourhood

Aug 27-Apr 8
Legends: Norval Morrisseau and Woodland Artists
McMichael Canadian Art Collection

Sep 8-18
Toronto International Film Festival
Various Venues

Sep 9-11
Tim Hortons Southside Shuffle
Port Credit

Sep 16 & 17
Massey Hall

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

"I’m 40 and have been to the Ex every year of my life. I look forward to it every year. (I Luv the Ex) I now am a Dad and have been taking my daughter there every year as well, 6 for her so far. Just keeping the tradition alive. :)"

— Robert Ogden, Facebook fan





Did you know?
The landmark Princes’ Gates, opened in 1927 and have nine columns on either side to represent the provinces of Confederation at that time (Newfoundland joined in 1949). The Gates have undergone a major refurbishment over the past year.