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TOURISM NOW
TOURISM NOWAPRIL 28, 2010

Photo: Contact Photography Festival 2009


IN THIS ISSUE - HIGHLIGHTS

  • TT's Annual General Meeting registration is now open
  • Summer marketing campaign launches
  • Many media missions
  • IMEX is on the horizon

Annual General Meeting
Registration is now open for Tourism Toronto's AGM on May 18 at the Allstream Centre. Please join us for the meeting at 3:00 for an update on Tourism Toronto's sales and marketing activities for 2010, then networking with industry peers afterward. We expect over 600 members to attend this popular event, so be sure to register soon. Please use code 4VNAF2R7CV4 to register.

TOURISM SNAPSHOT
Travel Intentions
A study conducted in February shows that interest in visiting Toronto this spring has remained stable among near- and mid-U.S. markets compared to 2009, with growth coming from Buffalo (14 per cent), Detroit (7 per cent) and Boston (6 per cent).

Among Canadian respondents (from Ontario, Winnipeg, Montreal and Quebec City) 19 per cent stated an intent to travel to Toronto, up from 15 per cent last year. Twenty-seven per cent of Ontario respondents stated an interest in visiting Toronto this spring, up from 19 per cent last year.

The study asked over 7,000 Canadians and Americans about their travel intentions for spring 2010, as well as their perceptions of Ontario and Toronto. The Travel Intentions Study is conducted in partnership with Ontario Ministry of Tourism and Culture, the Ontario Tourism Marketing Partnership Corp., FedNOR and Tourism Toronto.

You may read the full report here.


HIGHLIGHTS
Summer in the City
Tourism Toronto's spring and summer advertising campaign in our drive markets will be rolling out in phases over the coming weeks. The online portion of the campaign launched on April 27 and can be viewed here. Markets targeted include Ottawa, London, Kingston and pan-Ontario as well as Upstate New York. The media include newspaper inserts and ads, cinemas, e-newsletter, search engine marketing and website banner ads. The campaign runs until the end of August and highlights Toronto's rich and diverse summer festivals, events, neighbourhoods and attractions.

U.K Outreach
Two U.K. writers hosted by TT's Media Relations team have recently produced excellent coverage on Toronto for their readers in London and throughout the U.K.

A piece in the London Times includes Toronto in its review of Southern Ontario destinations. The Times is a daily national newspaper published in the United Kingdom that has a circulation of over 500,000.

A widely read travel trade publication, Travel Weekly, published a comparison of Toronto vs. Montreal. The article appeared in print and online and reaches over 16,000 travel agents and other travel industry professionals.

Media Missions in Key U.S. Cities
As part of TT's 2010 media relations plan, the team has conducted numerous media missions in important U.S. markets such as Washington D.C. and Philadelphia, building relationships with magazine and newspaper editors and writers.

The team also attended Canada Media Marketplace 2010 in San Francisco where meetings were held with 44 top media from across the U.S. including travel, lifestyle, culinary and meetings trade. Following the conference, the media team visited the Los Angeles area for eight meetings with editors at magazines such as Robb Report and Food & Wine as well as production companies, developing opportunities for television projects in Toronto.

Ontario Associations Get an Eyeful of Toronto
Tourism Toronto was host to seven key meeting planners from five major Ontario associations for a day of tours, site inspections and lunch. Attendees appreciated the opportunity to sample Toronto’s services and resources and the opportunity to network with others of similar industry backgrounds. Combined, these planners represent over $3 million to the GTA in future conference revenues.

Family-Oriented Press Trip
From April 21-25, TT's Media Relations team hosted a group of a dozen writers and their little ones to take in a variety of family-oriented activities with the Sprockets Film Festival being one of the main events. The journalists represented markets from Latin America, the U.S. and Canada and include such prominent publications as the Buffalo News, Washington Examiner, Crescer Magazine, (Brazil) and Montreal Families.

WHAT'S NEXT
Meeting Globally at IMEX
IMEX, the essential exhibition for the global meetings and incentive travel industry takes place May 25-27 in Frankfurt and TT's International sales team will be there in full force. Results from the meeting will be reported in a later issue of Tourism Now.

Upcoming Meetings & Conventions (800+ Delegates)

Dates Meeting/Group Name Attendees
Apr 30-May 5 American Association for Thoracic Surgery 4,000
May 4-8 Diversified Business Communications 1,400
May 4-9 Intl Congress of Physical Activity & Public Health 1,000
May 9-17 Independent Educational Consultants Association 1,200
May 12-17 Ontario Genealogical Society 800
May 13-17 Malton Mavericks Youth Basketball - U15 Midget Boys Ontario Cup 2,000
May 16-21 Diversified Business communications - ProjectWorld 1,400
May 20-23 Atlantic Band Festival - Toronto Music Festival 2,000
Jun 25-Jul 9 Shriners 10,000


CORPORATE SOCIAL RESPONSIBILITY
Earth Day
Tourism Toronto staff members were hosted by our new partners at the Brampton Tourism office for a tree-planting at the beautiful Heart Lake Conservation Area in honour of Earth Day. After putting 400 trees and shrubs into the ground in record time, TT was treated to an interpretation session by the Peel Aboriginal Network about the Medicine Wheel Garden that has been newly planted in the conservation area.

CONCIERGE DESK

This week's hidden gem from Les Clef's d'Or is by:
Genevieve Archibald
Chef Concierge
InterContinental Toronto Centre
Member, Les Clefs d'Or Canada

Hidden Gem - Evergreen Brick Works
You may have driven past it dozens of times or read about all of the impending changes coming to what is now called Evergreen Brick Works...but have you been? Come - let's explore.

In 1889, the Taylor brothers opened the Don Valley Brick Works in the ravine of the Lower Don River after discovering that the clay in the area was perfect for making bricks. Just over a decade later, The Great Fire of 1904 destroyed many of the buildings in Toronto which resulted in new by-laws requiring masonry construction for most buildings. This put the brick works into full production. At the peak of its one hundred years of production, forty-three million bricks were produced per year. The bricks can be seen today on some of Toronto's favourite historical buildings such as Massey Hall, Casa Loma, Old City Hall and my house!

The factory closed in 1984 and the abandoned buildings became a playground for urban explorers, partiers and photographers. From 1991 to 2002 Evergreen, which is a non-profit organization devoted to making cities more liveable through green initiatives, led tree- and flower-planting projects in the area. This was also the beginning of a vision for what the area would become with the help of all three levels of government and private donors such as The Weston Foundation.

In 2008 there was a ground breaking ceremony to begin the transformation of the sixteen heritage buildings into a year-round community environmental centre that celebrates the site's unique geological, industrial and natural heritage.

While there will be more transformations to come, now is a great time to visit. May marks the return of the Saturday Farmers Market on the weekend of Open Doors, (May 28 and 29). On the May 7, the Evergreen Gardens open which sell plants native to the area and holds planting demonstrations for those whose thumbs aren't so green. May also marks the return of warm weather and wonderful bright sun, making it easy to see the hundreds of fish in the surrounding ponds or maybe even a turtle lounging on a nearby rock.

Beyond the ponds and park area are magnificent trails into the beautiful ravine full of birds and incredible changing views and scenery. At the end of your journey you won't wonder why National Geographic named the area one of the world's top ten ecotourism sites.

550 Bayview Avenue. A free weekend shuttle resumes on May 29, pick-up points will be announced later. ebw.evergreen.ca

MEMBER FOCUS
Advertising Opportunity
The City of Toronto annually produces the Concierge Map and ad space is available for any members interested in promoting their business or attraction. One million copies are distributed throughout the city at information centres, conferences, attractions, shopping malls, transit hubs, the Info to Go Mobile Truck & Trailer and most downtown Toronto and GTA hotels. Please contact Teresa Spagnuolo at 416 392-1297.

Golf Tournament
Registration has been brisk for the Greater Toronto Hotel Association's 56th Annual Golf Tournament, co-hosted by Tourism Toronto, but there are still spots left. Join colleagues and partners in the hospitality industry on Thursday, July 8 at the Lionhead Golf and Country Club. Register and pay before April 30 to save the HST.

To showcase your business, some great sponsorship opportunities are available. Contact Kelly Ing at the GTHA for more information, 416-351-1276 or king@gtha.com.

Welcome Tourism Toronto's Newest Members

Attractions
ShowTimeTickets.com
Toronto Architecture Tours

Meeting Facilities
Evergreen Brick Works
Fantasy Farm Event Centre & Banquet Hall

Meeting Services
Improv Care Services for Children
Grenville Management and Printing

Receptive/Ground Tour Operators
Tian Bao Travel

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Apr 29-May 9
Hot Docs
Various locations

Apr 29 & May 1
Mendelssohn & Mahler - TSO
Roy Thomson Hall

Apr 30-May 2
Sportcard & Memorabilia Expo
International Centre

Apr 30-May 2
Beach Studio Tour
Various locations

Extended to May 2
King Tut
Art Gallery of Ontario

May 1-31
Scotiabank Contact Photography Festival
Various locations

May 4-8
Giselle
Fleck Dance Theatre

May 5
Curator's Tour Fashionably Wrapped: The Influence of Kashmir Shawls
Textile Museum of Canada

May 12-13
Forest of Reading Festival of Trees - children's literary festival
Harbourfront Centre

May 12
Simon & Garfunkel
Air Canada Centre

May 29 & 30
Doors Open Toronto
Various locations

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

WHAT THEY'RE
SAYING
"To even begin to comprehend the breadth, depth, and sheer vibrancy of Contact, Toronto's month-long photo festival - and the world's largest - would ideally mean spending at least a week in this most agreeable of cities."

— ARTINFO Magazine
MEMBER
TOOLKIT
EVENT CALENDAR

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TORONTO
INSIDER
Did you know? The Toronto Archives has over one million photographs including the earliest known photographs of Toronto dating back to 1856.
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.