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TOURISM NOW - October 26, 2011

Photo: Jean-Guy Niquet



  • Scads of fams
  • New York Times peers at Roncesvalles
  • PanAm handoff in Guadalajara
  • Sport leader conference

Tourism Snapshot

The world’s top emerging markets continue to provide increasing numbers of visitors to Toronto. The chart below sets out data on Ontario border crossings through the first seven months of 2011, which is an indicator that Toronto could see record numbers of visitors from China, India and Brazil this year.

Arrivals into Ontario: Jan - Aug (000s)
Source: Statistics Canada



Selling the Toronto sports message on the road
The Tourism Toronto Sport Sales team was 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 with a robust tradeshow of more than 300 suppliers selling to approximately 250 sports rights holders. TT had an opportunity to pre-arrange face-to-face appointments with 40 event organizers and industry leaders, among the 250 in attendance and network with over 1,500 participants.

ASAE Summit Awards Dinner
On October 5, the U.S. Association Sales team hosted a table at the 12th Annual ASAE Summit Awards Dinner. The event plays an important role in the ASAE year, dually functioning as a platform from which to recognize the good works that associations across America perform in their communities and also as a fundraising mechanism for the PWRA Fund which provides the resources ASAE needs to lobby Congress, activate grassroots networks, hold forums with elected officials, perform research and continue to share the Power of A message with legislators, the media and other opinion leaders.

NYT gets granular
The prestigious New York Times online travel section recently ran an item focusing on the Roncesvalles Village neighbourhood, mainly comprising a slideshow of “quirky coffeehouses and smart boutiques.”

Southern China fam
TT partnered with China Southern Airlines and Westjet to host a fam tour for 15 trade clients from the Pearl Delta region in Southern China from Oct 5-12. China Southern Airlines started passenger service from Guangzhou to Vancouver in June of this year which has led to increased flight capacity into Canada and Toronto in conjunction with Vancouver-Toronto air connections.

An eventful week in Vegas
From October 9-16, the MC&IT Sales team participated in a variety of events centered around the inaugural IMEX America Exhibition for Incentive Travel, Meetings & Events in Las Vegas. This event brought 2,000 hosted buyers and over 2,500 other global meeting industry professionals together to discuss future business. In spite of the current global economic situation, interest in Canada in general, and Toronto in particular, remains strong with special attention from Europe and Latin America. As IMEX drew to a close the Corporate Sales team moved on to the SITE (Society for Incentive Travel Executives) International Conference while the Association Sales team joined the PCMA International Summit where approximately 200 international association executives and vendors discussed key trends and best practices in the global meetings market.

Positioning city breaks for Parisians
In line with TT’s ongoing efforts to raise awareness and foster product development for the Toronto region in our key city of Paris, TT's International Leisure Trade Sales department recently hosted five clients from some of France’s largest tour operator companies during a Toronto familiarization program. The theme for this fam was “city break” vacations where Toronto was profiled as one of North America's great shopping, cultural and entertainment destinations. Feedback from the tour operators indicated a strong potential for the development of new 4-5 day Toronto city break shopping and entertainment programs for 2012.

In addition to the clients from Paris, the team, in tandem with our members, recently showcased Toronto to several U.K. and German trade clients during the following Toronto product education tours:

U.K. Canada Travel Specialists; September 16 -18, (6 U.K. travel agents)

U.K. Mega Fam; September 16-18, (35 U.K. travel agents)

German Canada Specialists; September 30-October 1 (11 German travel agents)

First Class Holidays; October 4-8 (8 U.K. travel agents)

Thomas Cook U.K.; October 10-12 (12 Thomas Cook reservation staff)

Fashion week
With the backdrop of LG Fashion Week Toronto, TT hosted a group of 15 incentive travel buyers and more than 30 media from the U.S. and key international markets including Mexico, Brazil, China and Korea. The program, in partnership with the Canadian Tourism Commission, Ontario Tourism Marketing Partnership and Toronto’s Luxury Hotel Group shone the spotlight on Toronto style with behind-the-scenes VIP access at Fashion Week. Participants experienced the best of Toronto hospitality, design and food, and Tourism Toronto advanced some important relationships with influential buyers and media.

What's Next

Mexico media mission
With the PanAm games underway in Guadalajara and the handover of the PanAm flag to Toronto as the 2015 Host City taking place on Sunday, Oct 30 as part of the closing ceremonies, TT’s Media Relations team is in Mexico this week working with media to capitalize on the moment to raise Toronto’s profile. The team is hosting more than 60 journalists at events in Mexico City today, focusing on food and lifestyle. Then at the Media Centre at the games in Guadalajara, the team will be meeting the broadcasters and other key media to build relationships and encourage more Toronto coverage in these important Latin American markets.

Where sport leaders roam
Toronto will be the gathering place for the most prestigious high performance coaches and sport leaders in Canada as the Coaching Association of Canada’s Petro-Canada Sport Leadership Sportif 2011 takes place from November 10-12. TT is a sponsor of the event that is open to those in our community interested in supporting sports in Canada. For details and to register for the conference or dinner please go to

Gridiron gathering
On November 20, the U.S. Association Sales team will use the Washington Redskins vs. Dallas Cowboys NFL football game in Washington, D.C. as the platform to host 15 key clients. Signature events such as this provide face time with top clients and allow for the relationship development that is crucial to future business opportunities for the region.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Oct 25-31 Skate Canada 6,000
Oct 26-29 Canadian Diabetes Association


Oct 28-Nov 6 Assoc for Treatment of Sexual Abusers 1,800
Nov 6-9 Fellowship of Baptist Evangelical Churches


Nov 6-14 Assoc for Behavioural & Cognitive Therapies 3,600


Two highly-anticipated prestigious openings in Toronto have recently been announced. Trump International Hotel and Tower opens its doors on January 31, 2012 and Shangri-La Hotel on August 7, 2012, and both are expected to add significantly to the visitor experience.


Travel Gay Canada is holding its 2nd Annual Conference November 17-18 at the Fairmont Queen Elizabeth Hotel in Montreal. Leading authorities on the LGBT market will present on topics as diverse as creating cost effective marketing strategies; using the power of online and traditional media; creating effective LGBT advertising; and more. Please see TGC’s conference brochure for details.


Shed some light on your organization
Are you a new member of Tourism Toronto? As part of your membership you have the opportunity to present your product or service at a “Member Spotlight.” Pay us a visit and educate our staff about what you have to offer. Contact Michael Persaud in your Member Care department at or 416-203-3809, to schedule your turn in the spotlight.

Welcome New Members

Discover Toronto Walking Tour

Science Rendezvous

Toronto Dance Theatre

Meeting Services
Comrie Palmer (Countess Productions)


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

Oct 24-31
Church Wellesley Village

Oct 26-Nov 6
Bharati - The Wonder That Is India
Sony Centre

Oct 28
The Good Lovelies
Living Arts Centre

Oct 28-30
Global Cabaret Festival
Distillery District

Oct 29-30
Boo at the Zoo
Toronto Zoo

Oct 29
Andrea Martin
Rose Theatre

Oct 29
Salsa Halloween
Lula Lounge

Nov 10
Enchanted Eve: A Garden of Earthly Delights
Toronto Botanical Gardens

Nov 13
Hockey Hall of Fame Legends Classic
Air Canada Centre

Nov 16-27
Dancap's Addams Family
Toronto Centre for the Arts

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

"Fall is a great time to slow down and take a driving trip. One of my favorite drives is around Lake Ontario. There are forts, falls, museums, lighthouses, sand dunes, and more."

— Travel blogger Sandra Scott





Did you know?
Brampton has multiple scenic areas for touring fall colours.