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TOURISM NOW

Spring is here - Jean-Guy Niquet


IN THIS ISSUE - HIGHLIGHTS

  • U.S. media mission
  • Spring brings events
  • AGM registration is now open

TOURISM SNAPSHOT
As one of the largest nearby urban markets, and a core target in our ongoing effort to attract more urban travellers to Toronto, it is helpful to have some insight into visitors from New York City. Some highlights from the Tourism Toronto Visitor Survey:
  • Visitors from NYC stay in Toronto for an average of 3.7 nights.
  • 38 percent of business visitors from NYC spend extra time in Toronto beyond their business obligations.
  • 41 percent of visitors from NYC say they will visit again for pleasure within two years.
  • There are 53 daily direct flights from NYC to Toronto.



HIGHLIGHTS
Arts and culture media mission
TT's Media Relations team and representatives from five of Toronto's leading arts organizations visited New York City and Boston for individual meetings with editorial staff from media outlets such as Bloomberg, Fox News, Boston Globe and Boston Common magazine. TT also hosted a gathering with a group of journalists from the region where the exciting cultural scene in Toronto was the topic of the evening. This type of initiative lays the groundwork for future coverage and press trips in these desirable markets. A visit to Toronto by the Arts Editor of Bloomberg News has already been confirmed as a result of this trip. Bloomberg provides news stories to more than 350 publications and broadcasters around the world.

New Yorkers' second home?
Earlier efforts by TT's Media Relations team paid off with a feature in the Saturday edition of the New York Daily News which has a print circulation of 500,000 and unique online visitors of 13 million. After experiencing the energy and diversity of Toronto, we expect more stories from this writer, so we'll be sure to report on further results.

A mix of Toronto events for spring
From celebrating the brightest stars in Canadian music and Bollywood, cheering on the best in Canadian junior hockey, to hosting the world's finest in medicine, law and science, Toronto is blossoming this season. The Juno Awards saw its largest broadcast audience this year and the Prospectors and Developers of Canada and Society for Research on Nicotine and Tobacco broke attendance records for their meetings in Toronto. Organizers of the Alzheimer's Disease International and the American Animal Hospital Association / Ontario Veterinary Medical Association are two of many who expressed great satisfaction about the success of their meetings and we're gearing up for more exciting success stories for our city.

Help us continue to provide a warm "We've Been Expecting You" welcome to convention planners and delegates alike by:
  • Checking Business Opportunity Notices outlining unique promotional opportunities tailored to each membership category to encourage delegates to include a visit to your business during their stay
  • Showcase your business to meeting and event attendees via downloadable "Special Deals" coupons on the mytorontomeeting.com delegate site (contact Member Care for more information dbelgrove@torcvb.com)
  • Post window decals tailored to major events when provided (sent by mail to businesses within proximity of the event or meeting venue)
Making Toronto's pitch on the international sport scene
TT Sport Sales team took part in a 10-Canadian city effort in conjunction with the Canadian Tourism Commission and CSTA on April 4-7 in London, England selling Canada to International Sport Federations. Just over 1,500 sport organizations were representing their International Federations while taking part in a tradeshow, networking and education sessions. Toronto was of interest to many delegates with the build up to the Pan Am Games in 2015.

Reaching out to the tourism trade in Europe and South America
As part of TT's Key Cities initiative to increase Toronto visitors from new urban markets, a representative from TT's International Leisure Trade Sales team was in Paris and Milan last month meeting with potential trade clients and airline partners to position Toronto's urban appeal and new product offers to trade clients targeting high yield consumer travellers in these cities. As a result of these meetings, trade clients are considering new product packages along with fam tours and site inspections to gain first-hand destination experience.

In addition to the visits to those two new cities, TT was also represented at the annual ITB Trade Show in Berlin where a series of pre-scheduled meetings with trade clients were held to discuss joint marketing opportunities and introduce new Toronto product to important German clients. As household incomes rise, Germans are expected to spend about three percent more on foreign travel this year. For the first quarter of 2011, tour operators indicated that bookings for Toronto remain stable and some are expecting double digit increases for travel to Ontario this year.

Lastly, TT was an exhibitor within the Canada Stand at the annual Braztoa Trade Event in Sao Paolo, Brazil and conducted pre-scheduled meetings with key FIT and group tour operators from Sao Paolo and Rio during the two-day event. Follow-up on leads generated and joint marketing initiatives is underway.

Latin American outreach...
TT's Media Relations in-market publicist represented Toronto in Sao Paulo, Brazil at the Braztoa travel trade and media trade show, where more than 20 media were in attendance. TT's rep met individually with media who attended the show to provide updates on what's new and happening in the destination. Media outlets included O Globo, Viagem & Turismo, Business Travel, Gazeta do Povo, and many more.

...and inreach
TT's Media team recently welcomed a slew of Latin American journalists to Toronto for a number of events. The major Mexican daily, Reforma's Entertainment editor visited during JUNO Week. El Universal, another Mexican daily with more than 3 million online visitors monthly, reported in its Style section after joining TT's Fashion & Style press tour that ran during Fashion Week and included writers from Europe and the U.K, as well. Also on that tour getting more inspiration for upcoming features was a Brazilian freelancer who contributes to many travel outlets in Brazil including the popular Viagem & Turismo travel magazine. Her most recent story on Toronto was published in the March 2011 issue.

Copa Airlines' in-flight entertainment program, Panorama de las Americas, was in town filming the destination for an upcoming feature on Toronto. The half-hour feature will run the entire month of June on board all Copa Airlines flights servicing Latin America. Copa is starting new service June 2011 to Toronto from Panama and connecting cities.

East to West in the U.S.
From March 28-30 TT participated in two important U.S. events. The Conference Direct Partner Meeting in Washington, D.C. brings together more than 300 Conference Direct associates and the reverse tradeshow format provides a great opportunity to discover new business opportunities. The California Society of Association Executives Annual Meeting in Monterey provides a focused opportunity for relationship development with association leaders from California and the surrounding states. Active in-market presence remains an integral part of our strategy to develop more business opportunities for the community.

Pharma industry forum
TT's sales team attended the 7th Annual Pharmaceutical Meeting Management Forum held March 27-29 in Philadelphia and met with over 40 clients. The forum focused on the increased scrutiny and regulation imposed on pharmaceutical meetings, and being there to understand the challenges faced by clients provides valuable insight for meeting their needs.

WHAT'S NEXT
AGM
The e-vite to Tourism Toronto's Annual General Meeting has been sent out to all members and partners. Please register and join us! Over 300 RSVPs have already been received to date. The meeting is on May 31 at 3:00 at the Air Canada Centre and a networking session follows at the Real Sports Bar & Grill, which is right next door to the ACC.

Upcoming Meetings & Conventions (600+ Delegates)

Dates Meeting/Group Name Attendees
Apr 27-May 1 National Events/Masters of Music 2011 800
Apr 28-30 Ontario Dental Association 8,500
Apr 28-May 1 National Cancer Institute of Canada

880

May 3- 5 Treasury Board of Canada Secretariat

1,200

May 4-7 Diversified Business Communications

1,400

May 7-11 Biotechnology Industry Organization World Congress

1,500

May 12-15 Etobicoke Basketball Association U16 Major Midget Boys

1,200


MEMBER FOCUS
Sustainability success stories
In honour of Earth Day on April 22, we are showcasing some of our community's "green" efforts.

Steam Whistle Brewery
Named one of Canada's Greenest Employers in 2010, Steam Whistle has a reputation as a green manufacturer. Beer drinkers can enjoy a clear-conscience while drinking this local, independent brew. A few of the brewery's green initiatives include:
  • Beer is made with only four all natural Ingredients - all GMO-free.
  • Signature ‘Green' Bottles are refilled three times as often as industry brown bottles. Other bi-products of packaging such as cardboard, shrink wrap, broken glass and scrap metal are baled and recycled.
  • Brewery is powered using 100% green electricity from Bullfrog Power.
  • Deep Lake Water Cooling chills its facilities in the summer months.
  • Trucks are fueled with Bio Diesel made from soya fuel and recycled restaurant grease.
  • First brewery in Canada to adopt 100 per cent compostable beer cups.
Stratford Shakespeare Festival
The Festival has taken many steps to reduce its carbon footprint. Here is a list of just a few of the efforts:
  • A solar wall has been installed at the Avon Theatre.
  • In-house recycling program diverts approximately 54,000 gallons of glass and cans and 1250 cubic yards of paper and cardboard from local landfill annually.
  • No use of artificial pesticides, herbicides or insecticides on Festival properties.
  • In the past, many old set pieces and props that were not destined for our warehouse or archives ended up in the landfill. Now, usable items are donated to Habitat for Humanity's ReStore.
  • Switching from disposable batteries to rechargeables for radio mics. In the past the Festival used a few hundred pounds of disposable batteries a year, an average of about 50 AA batteries per musical performance. Now there are over 6,000 disposable batteries that aren't going to the landfill each year.
  • Use all compostable packaging - coffee cups, cutlery, picnic containers - in the Café and Greenroom.
The Strathcona Hotel
The Strathcona Hotel Downtown Toronto is organizing its First Annual Eco Spring Campaign running from the first day of spring to the first day of summer.

Green activities at the hotel include:
  • Decoration and educational posters displayed at front desk reflecting best green practices.
  • Weekly eco-friendly tips for guests and staff also featured on its Facebook & Twitter pages.
  • Engaging hotel guests to contribute to planting trees in Amazon Rainforest.
  • Guilt-free upgrade at discounted price to Executive level room if guest chooses to participate in ‘Project Planet' program.
  • Social Media contest for "silly green" posts by its fans.
  • Hotel staff supporting "Eco Spring Campaign" by proudly wearing green buttons with inspirational eco message.
Welcome New Members

Attractions
EcoCab Tours

Toronto Bicycle Tours

Meeting Services
Canadian Outback Adventures & Events

Event Source Inc.

Restaurants
Embrujo Flamenco Tapas Bar

Locus 144

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Opens Apr 13
The Roaring 20s: Heels, Hemlines and High Spirits
Bata Shoe Museum

Apr 14-17
Toronto Art Expo
MTCC

Apr 15-17
Green Living Show
Direct Energy Centre

Apr 15-May 28
Calendar Girls
Royal Alexandra Theatre

To Apr 17
Sprockets
TIFF Bell Lightbox

Apr 20
Amy Sky
Hammerson Hall

Apr 21
Earth Day activities
Toronto Botanical Garden

Apr 22
Earth Day
The Earth

Apr 21 & 22
Judy Collins
Hugh's Room

Apr 23-May 25
COC's La Cenorentola (Cinderella)
Four Seasons Centre

Apr 28 – May 8
Hot Docs
Various locations

Apr 29
Denzal Sinclaire
Rose Theatre

Apr 30
Trees Across Toronto
Various locations

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

WHAT THEY'RE
SAYING
"Although Toronto is a sleek, modern city, it doesn't drown out the untouched land surrounding it, and it's genuinely impressive how Canada recognizes the need to preserve it through conservation and recycling efforts. And the locals, who were as friendly and generous as expected, appeared appreciative and protective of the beautiful place they call home.."

— from PeterGreenberg.com
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TOOLKIT
EVENT CALENDAR

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TORONTO
INSIDER
Did you know?This spring the Toronto Zoo is breaking new ground by planting a new "browse plantation" of 10,000 trees. The yearly harvest from this one-hectare plantation will be used for feeding the Zoo's animals during the winter months.
We want to hear your feedback on this newsletter. Please contact Cathy Riches via newsletter@torcvb.com 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 www.SeeTorontoNow.com.

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