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Photo: Taste of the Danforth courtesy OTMP


  • Scott Pilgrim showcases Toronto
  • Marketing program pays off
  • Toronto's cool quotient goes up a notch
  • Toronto makes impression at MPI conference

Tourism Toronto has recently published its 2009 Market Analysis. This 60-page report provides an in-depth analysis of several key markets, looking at who is visiting Toronto, where they are from, what they like to do in the city and their perceptions of our destination. Visitor numbers and hotel performance are also included. For the full report please visit TT's research page.

Scott Pilgrim loves Toronto!
This week the new feature film Scott Pilgrim vs. The World, starring Toronto's own Michael Cera, is being widely released in Canada following its hugely successful U.S. launch last week. The film was not only shot in Toronto but is based here, and actor Jason Schwartzman says, "[Toronto] was like another character in the film. The movie really couldn't have been made anywhere else." To seize the opportunity and continue to position Toronto as a vibrant, urban city, Tourism Toronto partnered with Universal Pictures, the Canadian Tourism Commission and OTMPC and brought Toronto even more to the centre of the publicity around the film, including all the publicity photos taken at the film's L.A. launch. A special web video was created featuring Michael Cera and other actors from the film, as well as the creator of the Scott Pilgrim books, Toronto's Brian Lee O'Malley. That video, as well as special Scott Pilgrim Toronto contests, can be found on a new web site (, as well as Youtube channels, Facebook and other social media.

Traditional Markets Respond to Campaign
Tourism Toronto's traditional consumer marketing program - focused on markets within a 4-hour drive of Toronto - has been in market since late April. The goal of the program is to increase overnight visitors from these markets, positioning Toronto as the regional centre for sports, entertainment and culture. Results as of end of July show web visits at over 204,000, a 26 per cent increase over last year, and more than 2,300 room nights booked which is a 24 per cent increase.

New York Sales Mission Nets New Business
In line with TT's Key Cities initiative, the International Leisure Trade Sales team recently organized a member sales mission to New York targeting key tour operator clients selling to both adult FIT/group and student educational travellers. A dozen member companies met with 16 tour operators in New York City and New Jersey and several new business contracts resulted from the mission.

We're Cool Like That
Several prominent online and print publications ran stories about Toronto after Tourism Toronto worked with the writers when they visited in June and early July. The Huffington Post and Daily Candy are both broadly popular sites with enormous social media reach, particularly among young and more affluent consumers in urban centres. For example, shortly after it ran, The Huffington Post story was tweeted 3,500 times and shared over 1,000 times on Facebook.

Here's what they wrote:

Huffington Post: "Toronto Rises as the New Capital of Cool"
Huffington Post has over 13,000,000 unique visitors per month.

Daily Candy: "Daily Candy goes to Toronto"
Daily Candy has nearly 450,000 unique visitors per month.

Miami Herald: "Oh, Canada, when did you get so cool?"

New York Times: "A Toronto District Gets Creative"

MPI World Education Conference
TT's corporate meetings sales team, along with several members, attended Meeting Planners International's WEC recent conference in Vancouver. With the exceptional attendance expected, TT pulled out all the stops to inspire and motivate potential clients to consider Toronto for their next meeting. TT hosted a sold-out client event at the Town Shoe store in Vancouver where each client had an opportunity to meet a prominent Toronto shoe designer and network with TT sales staff and members. In addition, planners and suppliers dropped into the "Toronto House" during the closing night event, further showcasing Toronto's charms.

Tearing Up the Track
The Honda Indy Toronto is one of Ontario's largest annual sporting events and the 2010 event was an exhilarating opportunity to showcase our city of sports enthusiasts to potential clients. TT was able to provide an adrenaline-filled experience to sport, corporate and provincial association clients from the start of the race to the checkered flag.

From July 8-11, TT hosted 35 clients from the U.S., Canadian and international association and corporate markets for a memorable fam trip. For three busy days clients learned about Toronto's past, present and future while visiting a variety of attractions, facilities, hotels and venues geared towards their individual meeting needs. TT continues to invest in creating these unforgettable experiences for potential clients knowing that the memories and relationships they create means future business for Toronto.

From July 13-16, TT participated in the Council of Engineering and Scientific Society Executives Annual Meeting in Pittsburgh. This year's event drew more than 550 participants, including a larger than usual number of meeting planning professionals thanks to a special registration offer from CESSE. As exclusive sponsors of an evening reception strategically followed by co-sponsorship of the morning's breakfast, TT featured prominently in the eyes of the delegates.

Indian Tour Operators Take in Toronto
TT's International Leisure Trade team, in partnership with the CTC, OTMP and several members, hosted six tour operators from Mumbai and Delhi last month during a two-day fam tour in Toronto. The group was impressed with the size and diversity of our city and through hotel site inspections, visits to key attractions, and Indian-themed meals they discovered Toronto features that can adapt well to the needs of their large customer base.

Industry Leaders Reach Out to Chicago
TT hosted a Chicago sales mission for hotel General Managers and convention centre Directors mid-July. This new in-market activity included sales calls to key associations and managers. The mission closed with a successful event at which TT hosted an additional 16 clients. Industry leaders are excited to continue this activity in the future as TT strives to create new and different ways for members to connect with prospective clients.

The 4 Es of Event Planning
In mid-July, TT joined 75 Experient account managers and 150 of their top association and corporate clients at the annual E4 conference in Orlando. The educational conference provides unique access to both third party representatives at Experient and our end users and continues to be an integral part of our strategy to develop new business opportunities for Toronto.

Working the Incentives Industry
Incentiveworks is taking place at the Metro Toronto Convention Centre August 17 & 18 and Tourism Toronto will once again be participating in the hosted buyer program, guiding around 30 event planners to various venues in Toronto the day prior to the show. The kick-off of the event is the Canada Rocks Party being held on Monday, August 16 at 15 Mercer Street, one of the hottest new venues in the city. The opening party is followed by two days of education sessions and a trade show, where once again TT is the Welcome Sponsor.

Heading to the Superbowl of Conferences
From August 21-24, ASAE will host its 2010 Annual Conference in Los Angeles. This prestigious annual event, held last year in Toronto, brings together more than 4,300 association professionals and the industry suppliers that support them. Each year, participation in this conference is an important part of TT's strategy to keep Toronto's profile high with potential association decision makers. Since ASAE's 2010 announcement selecting Toronto as the site of the 2017 Annual Conference, TT continues to maintain a high profile with ASAE members and conference delegates, an enviable strategic position from which to approach conversations during this year's conference.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Jul 30-Aug 9 International Association for the History of Religions 1,000
Aug 3-8 Joyce Meyer Industries 10,000
Aug 16-19 Rogers Communications - IncentiveWorks 1,000
Aug 16-21 Mimico Mountaineers - Founders Cup 1,000
Aug 22-30 International Continence Society 3,500
Aug 22-27 Molson Brewing - World Hockey Summit 1,000
Aug 25-30 Ontario Volleyball Association - Beach Nationals 1,000
Sep 2-6 Peel Halton Youth Basketball Association - FBANA Intercity Tournament 3,000
Sep 2-6 Canadian Soccer Association - International Friendly 2,000
Sep 7-13 Photo Marketing Association International 2,000

British Columbia Investment Management Corporation recently announced they will build a new mixed-use complex encompassing a full block in Toronto's southcore financial district. The new complex will include a 45-storey, 566-room Delta Toronto hotel featuring the latest in sustainable design and high-tech conference and meeting facilities. The centre will be connected by pedestrian walkways to the PATH system and have an enclosed link to Union Station and the Metro Toronto Convention Centre. Construction on the complex is set to begin winter 2010 and the hotel is expected to be completed by fall 2014.

2011 Toronto Publications Are on the Horizon
Work has begun on the 2011 Toronto Visitor Guide and Toronto Magazine. Members who qualify for a listing in the publications will soon receive a request to review their content and get back to Denise Belgrove with any changes. Being included in these publications is an excellent way to showcase your business and the city, so we look forward to listing as many of our members as possible.

The publications are an opportunity to reach millions of Toronto visitors through the magazine, which is in more than 30,000 hotel guest rooms and all 20 Air Canada lounges worldwide, and the visitor guide picked up at attractions and hotels across the province. Members interested in advertising to reach more visitors can contact Duane Seamans at our partner Publicitas APR at (416) 363-1388 or

2010 Membership Directory
The July edition of the Membership Directory has made its way to member inboxes! We encourage all members to use this useful tool in your networking efforts.

The Tourism Industry Association of Ontario (TIAO) is hosting its first Annual Golf Tournament Friday, August 27 at The Country Club in Woodbridge. With an 8:30 a.m. shotgun tee-off, itís a great way to start the weekend. Spots are filling up, so register today by completing this form or visiting and clicking on the registration link on the home page. There are still a few sponsorship opportunities available, as well. Contact Emily Harper-Hawkins if you have any questions: 416-483-1691 or

Welcome Tourism Toronto's Newest Members

Best Western Brampton
Comfort Inn - Brampton
Courtyard by Marriott in Brampton
Days Inn Brampton
Fairfield Inn & Suites Toronto Brampton
Holiday Inn Express Hotel & Suites Brampton
Holiday Inn Toronto - Brampton Conference Centre
Howard Johnson Express Inn & Suites
Monte Carlo Inn - Brampton Suites
Motel 6 Toronto - Brampton

Malivoire Wine Co.

Tourism Toronto: Toronto Convention & Visitors Association
  Until Sep 4
Love, Loss & What I Wore
Panasonic Theatre

Jul 20-Aug 14
Toronto Summer Music Festival
Various venues

Aug 5
Dora the Explorer Day
CN Tower

Aug 6-8
Pilaros Taste of the Danforth

Aug 6-8
What is Classical?
Harbourfront Centre

Aug 6-8
Orangutan Awareness Weekend
Toronto Zoo

Aug 7-15
Tennis Canada's Rogers Cup
Rexall Centre

Aug 10
Lyle Lovett
Massey Hall

Aug 15
India Heritage Festival
Living Arts Centre Park, Mississauga

Aug 20-Sep 6
Canadian National Exhibition
Exhibition Grounds

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

"There are two kinds of people - Greeks, and everyone else who wish they was Greek."

— Gus Portokalas in My Big Fat Greek Wedding, which was filmed in Toronto





Did you know? Toronto's Greektown, home of this weekend's Pilaros Taste of the Danforth Festival, is the largest Greek neighbourhood in North America.
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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.