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TOURISM NOW
TOURISM NOWAUGUST 18, 2010

Photo: Rose Theatre, Brampton Tourism


IN THIS ISSUE - HIGHLIGHTS

  • GOMedia Marketplace hits Toronto
  • TT Clients brave a tornado
  • Last chance for listing in Toronto publications

TOURISM SNAPSHOT
One-quarter of overnight visitors to Toronto are on their first visit to the region, Tourism Toronto's Visitor Survey has found. The survey also shows that first-time visitors are more likely to visit attractions (57 per cent compared with repeat visitors at 29 per cent), go to a museum or gallery (23 per cent compared with 12 per cent) and visit many more neighbourhoods than repeat visitors. First-time visitors are also more likely to stay in a hotel (68 per cent compared with 48 per cent) and have a slightly longer trip duration of 4.3 nights compared with repeat visitors who stay 3.7 nights.

Fully half of all visitors to Toronto from overseas countries are first-time visitors, compared with around a quarter of U.S. visitors and 8 per cent of Canadian visitors to the city.

Source: Tourism Toronto Visitor Survey 2009

Tourism Toronto's Visitor Survey


HIGHLIGHTS
Financial Meeting Planners on High
Tourism Toronto's Corporate sales team is heading to the FICP Canadian Chapter Conference August 19-21 in Mont Tremblant. Approximately 150 suppliers and meeting planners from the financial and insurance industry will participate in the two-day educational conference. For extra exposure to this coveted group, TT will sponsor the closing night event.

Mucho Media
TT's Media Relations team is hosting a variety of press trips in August starting with a "Farm to Fork" culinary tour for a group of food writers from Latin America. From August 5-10 the foodies who ate their way through the city included Reforma newspaper (Mexico City), Cuisine & Vins magazine (Argentina), Prazares da Mesa (Brazil) and La Cav magazine (Chile).

From August 12-13, a group of Brazilian media took a 24-hour whirlwind tour to showcase Toronto as the gateway to Canada from Brazil. Media outlets included TV COM (television network), Viagens Gerais magazine, O Globo newspaper and MIT magazine.

Argentineans from Ambito Financiero newspaper, Lonely Planet, Mustique, Planeta Urbano and Susana magazines invade Toronto August 16-20 on a general press tour of the city.

National Geographic Photography Contest Focuses on Toronto
Tourism Toronto, in partnership with Delta Chelsea Hotel and CityPASS, is working on a promotion with National Geographic Kids magazine for their International Photography Contest for kids. The competition is via the U.S. edition of the magazine (also available in Canada) and 12 editions of the magazine in Europe, the U.K., Asia and Africa. One grand-prize winner from the U.S./Canada regional contest will receive a five-day/four-night trip for four to Toronto including passes to top family-friendly attractions.

Neither Snow nor Rain nor Gloom of Night...
On August 5 a hearty group of 20 clients braved torrential rainfall and a tornado to join TT and the Washington, D.C. CVB community for an evening reception in Old Town Alexandria. Participation in these collaborative client events is an important part of our in-market strategy to maintain a high profile for Toronto within the lucrative Washington, D.C. association community.

LGBT Writers Experience Summer in the City
From August 13-16, TT's Media Relations team welcomed OutTraveler.com and Philadelphia Gay News to Toronto on assignment to cover the destination for upcoming stories.

Experient e4
TT joined a select group of industry suppliers and more than 300 of Experient's top clients and account managers for the e4 conference in August. e4 is an annual event whose goal is to have participants "escape, experience, encounter and engage" in different and meaningful ways. This year there was a higher level of optimism from corporate decision makers while association professionals are predicting a longer road to recovery.

WHAT'S NEXT
You GO Media
GOMedia Canada Marketplace is a signature networking event that draws top travel journalists from across Canada and around the world where Canadian travel organizations get their chance to talk about Canada. This year it's in Toronto and TT's Media Relations team, along with the CTC, OTMP and the Fairmont Royal York Hotel, is taking full advantage of having this influential group of travel writers "in the house." From August 22-26 the group will be toured, pitched and cultured and take away lasting impressions of the destination.

Heading to the Superbowl of Conventions
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.

A Meeting of Meetings Minds
From September 23-25, TT, in conjunction with the Metro Toronto Convention Centre, will host the third annual Professional Convention Management Association International Summit. This important event provides a forum for 100 global meeting suppliers and the leading association executives with international meeting needs to put their heads together and discuss the current state of the industry and what the future may bring.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
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 24-26 Volleyball Canada - Cuba's Men's National Team Championship 5,000
Aug 25-30 Ontario Volleyball Association - Beach Nationals 1,000
Sep 2-6 Peel Halton Youth Basketball Association 3,000
Sep 2-6 Canadian Soccer Association - International Friendly 2,000
Sep 7-13 Photo Marketing Association International 2,000
Sep 10-12 GWN Dragon Boat - Dragon Boat Challenge 2,000


PEOPLE & PLACES
The Delta Chelsea Hotel welcomed its 20 millionth guest on August 10 and GM Murray Kelsey and Hank Stackhouse, President and CEO of Delta Hotels and Resorts were on hand to present the lucky guest with a getaway package for two.

Marriot International, Inc. recently honoured its top performing hotels and General Managers. Out of the 850 Marriott Courtyard Hotels worldwide, the Courtyard by Marriott Brampton received the award as both a Diamond Circle Hotel and for Diamond Circle General Manager for GM Umesh Srivastava. This places the Courtyard by Marriott Brampton in the top five of all Courtyards in the world in both categories.

CONCIERGE DESK

This month's hidden gem from Les Clef's d'Or is by:
Georgina McCormick
Concierge
Four Seasons Toronto
Member of Les Clefs d'Or Canada

Hidden Gem - Riverdale Farm
Honks, twitters, chirps and bellows. Familiar sounds of the big city. Imagine having these loud and intrusive noises actually become a pleasant escape. The honking, not from an impatient driver but from a gaggle of geese, the twitters and chirps not from your hand held electronic device but from chicks and rabbits and the bellows, not from construction equipment working on the latest condo development but from a cow attempting to capture the attention of her still wobbly calf. Suddenly, those sounds are inviting, exciting and heart-warming and can be experienced a mere 10-minute drive from "city central."

The Riverdale Farm, an historical working farm, is an oasis for concrete warriors. For eighty years this site was Riverdale Zoo, Toronto's first zoo. When the existing state-of-the-art Toronto Zoo opened further outside the city limits, the site was dormant for four years; the grounds were flattened with only three of the original buildings left standing.

The Donnybrook Ruin, the landmark tower surrounded by a lovely wildflower garden is perfect for catching a glimpse of a flitting butterfly, bee or dragonfly. The Island house still stands by the duck pond, and finally the Zookeepers House, originally built by local Don Jail prisoners, now updated and referred to as "the Residence" or "Meeting House," a farm activity-based neighbourhood centre where many children enjoy having their birthday parties hosted! In the cooler months, it's a drop-in spot for toddlers to play farm through books, puzzles and community-based programs. To facilitate the new venue, an historical barn from outside the city was donated and its stone, pine and cedar bones were reconstructed on the site along with a Victorian style farmhouse.

The Toronto Parks, Forestry and Recreation department re-opened the facility in 1978 as a "farm in the city," allowing children old and young to experience something inaccessible to many. A present day visit to the farm nestled discreetly in the beautiful and historic Cabbagetown neighbourhood immediately whisks you to a different time and a divergent mood from the bustling city streets. The quaint wooden arched entranceway invites you along the herb and wildflower framed winding paths that present surprises at every turn. Enter the barn to watch a cow being milked. Witness piglets suckling from their mother as she lounges on a fresh bed of hay. See roosters strutting proudly and chickens tending their chicks. Outside a donkey brays next to neighbouring horses and cows all surrounded by rustic wooden fences as a farm cat saunters by to find a quiet barn beam to nap on. Sheep, goats, turkeys, bunnies and geese all happily call this urban hideaway home.

If you happen by on a Tuesday between May and October, have a chat with one of the regional Ontario farmers that travel in to sell their wares at the weekly Farmers Market. Stalls are dressed with pictures, stories and history of the farm to educate visitors about how farm life is brought to the Toronto kitchen. Sampling of products is a given! Fresh farm eggs can be purchased daily at the Simpson House farm kitchen right beside the poultry barn, where you can also purchase snacks. The Shop at the Farm is a chance for little ones to part ways with a wee bit of allowance for a unique reminder of their day at the farm. Open daily from 9-5 with no admission fee and no highway travel, this Toronto gem is one of my favourite must sees!

MEMBER FOCUS
Deadline for Inclusion in 2011 Toronto Publications Is August 19
Members who qualify for a listing in the Toronto Visitor Guide and Toronto Magazine should have received a notice to review their listings and request to respond to Denise Belgrove. 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 the visitor guide which is 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 dseamans@aprcanada.com. To update your listing please contact Denise Belgrove by August 19.

TIAO Golf Tourney
A few spots are still available for the Tourism Industry Association of Ontario (TIAO) golf tournament on Friday, August 27. For details, sponsorship opportunities and registration visit www.tiao.travel or contact Emily Harper-Hawkins if you have any questions: 416-483-1691 or emily.harperhawkins@tiao.travel.

Incentive Program for Businesses
The Building Owners Management Association of Toronto (BOMA) on behalf of the Ontario Power Authority (OPA) is offering an electricity conservation incentive program for office, retail and hospitality properties in the 416 area. To find out if your property qualifies visit BOMA's website.

Welcome Tourism Toronto's Newest Members

Attractions
Southbrook Vineyards

Industry Supplier
Reveal Marketing Group

Meeting Services
Jackie O - Floral Affairs

Receptive/Ground Tour Operators
Canadian Receptive Tours

Retail Shopping
Calforex

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Aug 20-Sep 6
Canadian National Exhibition
Exhibition Grounds

Aug 20-22
Unionville Jazz on Main
Unionville

Aug 21-22
Minwakijigan! A First Peoples Celebration
Royal Ontario Museum

Aug 24
Men's Volleyball - Canada vs. Cuba
Hershey Centre

Aug 26-29
Scotiabank Buskerfest
St. Lawrence Market neighbourhood

Aug 28
Doors Open Markham
Various locations

Sep 9-19
Toronto International Film Festival
Various locations

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

WHAT THEY'RE
SAYING
"It was great filming in Toronto for seven months. I'd go home on the weekends and my family came to the set. I walked around all the time."

— Brampton-born actor Michael Cera on filming Scott Pilgrim vs. The World
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2010 BUSINESS PLAN

TOURISM TORONTO 2009 ANNUAL REPORT

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TORONTO
INSIDER
Did you know? The first comedian to sell out Toronto's Air Canada Centre was Brampton's Russell Peters - attendance at his two shows was over 60,000.
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.