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TOURISM NOW - September 28, 2011

Photo: LEED-certified Southbrook Vineyards – Steven Elphick Photography



  • Be included in the Holiday marketing campaign
  • Relax, Recharge, Renew wins award!
  • Save the date for the member Holiday party

Tourism Snapshot

Next week Toronto welcomes Greenbuild International Conference & Expo 2011 and its more than 25,000 delegates from around the world. Toronto is established as a premier destination for business and convention travel, and business travellers find that the city has much to offer beyond the meeting rooms. The Tourism Toronto Visitor Survey has found a notable increase in the percentage of business travellers who are interested in returning to Toronto on a leisure trip, with 48 percent saying they intend to return to Toronto in the next 12 months.

Business Travellers' Interest to Return to Toronto on Leisure Trip Business Travellers' Interest to Return to Toronto on Leisure Trip
Source: Tourism Toronto Visitor Survey (January - June)



Holiday campaign
Tourism Toronto is in the midst of planning the fifth annual Holiday marketing campaign, set to launch in mid-October. There are many ways for our hotel, restaurant, retail and attraction members to take advantage of this robust multi-media advertising campaign and social media program. The deadline is September 30 to sign up.

Hotels: This is a final call for hotels to sign up and participate in the packaging component of our campaign. Click here to participate and choose your special package rate.

Restaurant, Retail and Attractions: Sign up your business to participate by offering a 15% discount. Click here for information about the program and here for the sign-up form. Don’t miss your opportunity to welcome even more visitors during the holiday season!

RRR recognition
Tourism Toronto’s signature Relax, Recharge, Renew program rewarding parents of children with special needs, received a 2011 “Power of A” Silver Award from ASAE. The Power of A Awards honour associations that engage in activities and initiatives that benefit their communities. We share in this recognition with all of our members who have donated so generously throughout the three years the program has been running. We can’t do it without you! To learn how you can support RRR please contact Cathy Riches at or 416-987-9077. Thank you!

In Vogue
In May, TT’s Media Relations team worked with comedian Russell Peters to generate a "My Toronto" travel piece for Vogue Magazine - India Edition. The two-page feature gives a light-hearted insider’s look at Toronto.

Latinos lured by shopping
TT's International Leisure Sales Trade team, together with 12 member companies, attended the CTC-sponsored B2B Marketplace in Sao Paulo, Brazil for a series of timed business appointments. TT conducted 28 business sessions and generated 14 referrals and leads for a wide sector of our membership. Many operators indicated that they were looking for alternative “shopping” destinations to offer their customers in 2012 beyond their traditional options of Miami and NYC and were impressed with the offerings that Toronto can provide in this regard. Future business from Brazil looks encouraging in part due to the recent opening of three new visa application centres in Brazil which provide a more efficient processing time for Canadian visas.

In line with our ongoing efforts to raise awareness and foster Toronto product development in the “key city” of Santiago, Chile, TT's International Leisure Trade Sales team recently hosted sales agents, senior managers and owners of Chile’s largest tour operator companies during a Toronto familiarization program. The theme for this fam was "retail therapy" and Toronto was profiled as one of North America's great shopping destinations. Feedback indicated a strong potential for the development of new Toronto shopping programs for 2012.

The Bills are back in town!
TT has started its marketing campaign to help sell hotel and ticket packages, as the Buffalo Bills return to Toronto for the fourth series of regular season games. The first game is against the Washington Redskins on October 30 at Rogers Centre. TT has value packages with rates starting from $174 for a pair of tickets and a hotel room. On September 12 an online marketing campaign started and in a couple of weeks we will be launching a three-day Yahoo! sports page takeover. All media will link to a customized web page featuring our online booking engine.

The "Glam Fam" takes TIFF by storm
During the week of September 8-18, TT’s Corporate Sales team and luxury hotel partners welcomed over 20 clients from around the world to experience the city while the Toronto International Film Festival was in full swing. Clients from Canada, U.S. and the U.K. not only toured many of our hotels and venues, but did some celebrity spotting as well.

More Argentine Airings
Código V, a TV program based in Argentina, recently visited Toronto on a press tour and produced two shows which aired multiple times throughout the week of August 2. The show is also seen in five-star hotels in Buenos Aires.

Halloweek brings LGBT media attention
As a result of a press trip hosted by TT during Halloweek last year, Spartacus Traveler, based in Germany, has published One Night Only on Toronto.

What's Next

Sales opportunity in San Francisco for members
TT’s U.S. Corporate Sales team and the Canadian Tourism Commission are partnering with Toronto industry partners for two days of sales calls and a client event at Cirque du Soleil’s TOTEM in San Francisco. This event is taking place November 21-23 and there are a few spaces left. If you are interested or require additional information, please contact Jeniffer Bissett at

Big weeks in Vegas
The TT Sport Sales team will be joined by the Fairmont Royal York and Starwood representatives at the TEAMS 2011 Conference and Expo October 4-6 in Las Vegas. One of the world's leading conferences and expos for the sports event industry, it features a robust tradeshow of more than 300 suppliers selling to approximately 250 sports rights holders. TT will have pre-arranged face-to-face appointments with event organizers and industry leaders, attend education sessions and network with over 1,500 attendees.

From October 11 -13, TT will participate in the IMEX America Worldwide Exhibition for Incentive Travel, Meetings & Events in Las Vegas. Representatives from both the corporate and association markets will join TT members in the Canadian Tourism Pavilion to take appointments with the estimated 2,000 hosted buyers over the course of the three-day show. As well, Team Toronto will participate in events surrounding IMEX such as the ICCA Association Expert Seminar, Society for Incentive Travel Executives International Conference and the PCMA International Summit.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Oct 2-6 Canadian Geotechnical Society 1,000
Oct 3-7 U.S. Green Building Council


Oct 5-12 ITERO 1,200
Oct 9-20 ICANN


Oct 12-21 Licensing Executives Society 1,200
Oct 15-17 International Council of Shopping Centers


Oct 17-28 American Concrete Institute 1,500
Oct 26-31 Canadian Cardiovascular Society



Roomin TV

Barry Smith, President & CEO of the Metro Toronto Convention Centre and member of the Board of Directors of Tourism Toronto, has been elected to the Professional Convention Management Association Board of Directors. The PCMA Board monitors the progress of PCMA's plans for the future of the meetings and convention industry. Our warm congratulations!


Save the date for TT's Holiday Celebration
Yes, it’s already time to start planning for the holiday season and we want you to join the Tourism Toronto family and hundreds of industry friends on December 20 from 5:00 to 7:30 p.m. at the Metro Toronto Convention Centre. Watch for details in the weeks to come!

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

Sep 29-Oct 2
Canada's Walk of Fame Festival
Various locations

Oct 1
Nuit Blanche
Various locations

Oct 1
Doors Open Mississauga
Various locations

Closing Oct 2
Bollywood Cinema Showcards

Oct 8
Jay Martin
Rose Theatre

Oct 9
Thanksgiving Royal Brunch
Casa Loma

Oct 15-25
Toronto International Flamenco Festival
Various locations

Oct 16
Scotiabank Toronto Waterfront Marathon
Start: University & Adelaide

Oct 18
Guangzhou Ballet
Sony Centre

Oct 18-Jan 15, 2012
Chagall and the Russian Avant-Garde

Oct 19-30
International Festival of Authors
Harbourfront Centre

Oct 21-23
Creativ Festival

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

"It is not a coincidence that we chose Toronto for Greenbuild 2011. Toronto and the Canada Green Building Council have been a tremendous force in the recent growth of the global green building movement…Toronto is the perfect location for our first non-U.S. Greenbuild."

— Rick Fedrizzi, President, CEO and Founding Chair of the U.S. Green Building Council





Did you know?
Toronto has 44 LEED-certified buildings (and 278 in the pipeline).