Please add Tourism Toronto News ( to your safe senders' list.
That way you will receive Tourism Now fully formatted and with images intact every time.


Photo: Ontario Science Centre


  • U.S. sales missions opportunities
  • Ticket packages available for three tourism conferences
  • Share your sustainability stories

With Family Day approaching we look this week at family travel to Toronto. Parents travelling with their children tend to visit a wide range of areas throughout the city and participate in activities from attractions to restaurants to sporting events.

Neighbourhoods Visited by Travellers with Children

Yonge/Dundas (Eaton Centre)








Queen West




Toronto Islands


Entertainment District


U of T


St Lawrence


Kensington Market




Activities Engaged in by Travellers with Children









Spectator Sport




Source: Tourism Toronto Visitor Survey (2010)

Toronto Magazine and Visitor Guide
The new 2011 editions of Toronto Magazine and Toronto Visitor Guide are now in wide distribution in Toronto and many of our key markets. The magazine is on display in all 20 Air Canada lounges worldwide, Ontario Travel Information Centres throughout the province and will soon be delivered to targeted consumers in key markets. A special glossy edition of the magazine is also in nearly 40,000 guest rooms throughout the Toronto region.

The magazine features in-depth stories on Toronto's culinary scene, theatre and nightlife, as well as the diverse experiences in Mississauga, Brampton and throughout Ontario. Last fall, Toronto Magazine was recognized at the Ontario Tourism Summit as the Best Tourism Marketing Collateral.

The official Toronto Visitor Guide highlights new experiences for 2011, great weekends and complete member listings for attractions, restaurants, hotels and beyond. Both publications are being mailed to members in the next week and are also available at by clicking on "Guides" on the right side.

Thanks to all the members who advertised in this year's publications. As always we welcome any feedback on these editions as we have already begun planning for next year.

2010 holiday campaign builds bookings and community
Expanding on the successes of the 2009 holiday marketing campaign, the 2010 promotions were aimed at Ontario visitors looking for a pre-holiday urban escape. Targeted primarily towards couples and girlfriends, the campaign created a sense of holiday magic unique to our bustling, vibrant city. Various platforms and tactics were used including a Facebook-based sweepstakes for a luxury weekend for four, magazine, newspaper, TV, radio and cinema placements and a partnership with Citytv's popular CityLine. Online presence involved e-newsletters, and banner and search engine advertising linking to TT's website and hotel packages.

The result? Over 6,000 new "fans" for the Toronto Facebook page, 157,283 visits to the TT holiday website, a 13.4 per cent capture rate (visits to TT booking engine), 554 room nights booked and 593 tickets to shows and attractions sold.

Chinese media take in Toronto
Tourism Toronto, together with Hainan Airlines and OTMP, hosted a Chinese press trip in Toronto and the Niagara region from January 24-29. Seven media from major lifestyle and travel publications in Beijing were shown the range of activities in the region.

Coach tours saddling up for TO
As part of the International Leisure Trade Sales initiatives for 2011, TT recently attended the American Bus Association Convention in Philadelphia, January 8-12. Over 50+ industry appointments were completed with U.S. tour operators indicating optimism for the forthcoming season. Motor coach tour operators were keen to learn about enhancing their Toronto offerings and re-establishing the destination as one of their prime North American experiences.

GM sales mission
From February 8-10, TT hosted its second annual General Manager Sales Mission. GMs and key salespeople from a number of hotels and facilities had two days of scheduled appointments with high-value association clients and also took part in three client events that drew 150 clients. Bringing top leaders from the Toronto community into market demonstrates the seriousness of our commitment to understanding and winning more business from those associations.

Bollywood Oscar tickets are selling like chapatis!
Promising to be the largest celebration of South Asian Cinema ever held in North America, the IIFA Weekend is an unprecedented opportunity to showcase our region to the international community of South Asians. The IIFA Awards Weekend will be held in Toronto June 23-25 kicking off with a world premiere at the Brampton Cineplex on June 23, followed by IIFA Rocks, a fashion show featuring leading edge design from recent South Asian films, on June 24 at the Ricoh Centre. The weekend culminates with the IIFA Awards at the Rogers Centre on Saturday, June 25. The first block of tickets to the events sold out within minutes. Through arrangements with the Ministry of Tourism and Culture and the Ontario Tourism Marketing Partnership, the Tourism Toronto Sales Centre has sold 1,100 tickets generating more than 500 hotel room nights in the Greater Toronto Region. A second block of 1,100 seats and tour packages, in partnership with Tourcan Vacations and JPdL Destination Management, have now gone on sale through travel agents across North America, Europe, Africa, the Mideast and Asia. Details are at

USA Today
Toronto's luxury hotel boom is featured on The recent and upcoming openings of Thompson, Le Germain Maple Leaf Square, Ritz-Carlton, Trump, Shangri-La and the new Four Seasons are excellent opportunities to showcase Toronto’s rising status as a leading urban destination.

Media mission to India already getting results
TT's Media Relations team had barely unpacked its bags after its first visit to India last week when Delhi-based Mail Today newspaper ran an article on Toronto's diversity and neighbourhoods. The five-day visit to Delhi and Mumbai included meetings with 30 high-profile media and publication houses and more coverage for Toronto is sure to follow.

Reaching new heights in Dubai
TT's Media Relations hosted a writer from Aspire magazine last summer and the result is a sumptuous four-page feature on Toronto. Aspire Magazine is Etihad Airways' in-flight magazine covering business and luxury travel and aimed at passengers flying first and business class.

Meetings media result
TT's Media Relations team worked with MPI's One+ Magazine's special Canadian supplement in which two Toronto-related items appear. The magazine reached 30,000 meeting and event industry professionals.

Opportunities to join in sales missions
In the coming months, Tourism Toronto's Leisure Trade Sales team is conducting sales missions to key U.S. cities including New York City/New Jersey; Los Angeles/San Francisco; Chicago and Boston. For information on participating in these Travel Trade Sales missions please contact Kevin Hicks at

Major league sports mean major sales opportunities
While the Tampa Bay Lightning try to strike down the Toronto Maple Leafs on March 14, TT's Sports sales team will try to light a spark in the movers and shakers of Ontario Provincial Sports Organizations. This group, which chooses destinations for competitions, will hear from sports members why the GTA is the right choice. The TT Sports Sales team plans to host a number of similar events throughout 2011 including a TFC game and Honda Indy. Keep an eye out for word about these opportunities, move like lightning and strike with precision!

Capital affairs
From February 22-24, TT will be the main sponsor at the Annual PCMA Mix 'n' Bowl event in Ottawa. This highly anticipated function draws close to 300 people for an afternoon of networking in a relaxed setting. TT will also attend the Destination Marketing Association International (DMAI) Destination & Travel Foundation Dinner which precedes the DMAI Destinations Showcase Tradeshow on February 24.

Rocky mountain highs
From March 13-16, TT will participate in the American Society of Association Executives (ASAE) Great Ideas Conference in Colorado Springs. This annual event brings together nearly 200 top association leaders for three days of focused learning. Our presence as a corporate partner along with this year's addition of the Rotman School of Business to the curriculum, position Toronto as a strategic partner with superior resources for our prospective association clients.

Meanwhile, on the other side of the state, TT will again head to the annual Meetings Industry Council of Colorado Conference and Tradeshow in Denver. The one-day event on March 16 is a highlight in the Colorado meetings community and attracts more than 500 meeting professionals. It also serves as a springboard for making sales calls into this important secondary market.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Feb 17-25 Shoppers Drug Mart 2,200
Feb 21-28 Skate Canada - Central Ontario 3,000
Mar 17-21 Comic Con


Mar 21-27 American Animal Hospital Association


Mar 25-28 Canadian Academy of Recording Arts & Sciences - JUNO Awards 2011


Sports Council Summit
The Toronto Sports Council Summit 2011, in partnership with Tourism Toronto, will be held at the Hyatt Regency on Saturday, March 5, 2011. This summit will be the official launch of the 2012 Ontario Summer Games and is expected to be sold out with 300 people attending. You can help support the 2012 Ontario Summer Games by donating an item for the silent auction/raffle. Suggested donations include a weekend getaway for two, a spa day package, dinner for two, attraction passes, gift certificates or event tickets. Please contact Allison Cleal of the Toronto Sports Council at with your donation information.

Hospitality symposium
Please join your industry colleagues on March 1 for "Terroir V - Tradition & Technique." The full-day symposium "to share, inform and network the collective value of our industry" is being held at Hart House and includes key note speaker Chef Fergus Henderson from St. John's Bar & Restaurant, London, U.K. Tickets are available from

Three conferences, no waiting
The week of March 7 will be a lively one for tourism industry professionals as three conferences take place in a three-day period: the Hotel Association of Canada's Annual Conference, the Canadian Tourism Marketing Summit and Online Revealed Canada. They're all the Sheraton Centre Toronto and various packages are on offer.

Digging up stories for Earth Day
April 22 is marked around the world as the day we pay special attention to the planet's resources, but at TT we know many of our members think about these issues year-round. To celebrate the tourism community's "greenitude" we invite you to send in your sustainability successes and we'll publish them in the issues of Tourism Now leading up to Earth Day, as well as weave them into our ongoing green destination story for media and clients. Please e-mail Cathy Riches at

Welcome New Members

Franco Fête de Toronto

Portugal Week


Meeting Services
BiG Entertainment Inc.

ETP Symposium

Jones and Jones Production

Just White Shirts

Restaurant & Nightlife
On the Curve Hot Stove & Wine Bar

ten Restaurant & Wine Bar

West 50 Pourhouse & Grille

Tourism Toronto: Toronto Convention & Visitors Association
  Feb 15-Apr 10
South Pacific
Toronto Centre for the Arts

Feb 17
Kinobe & Soul Beat Africa
Living Arts Centre

Feb 18-27
National Home Show
Direct Energy Centre

Feb 18-21
Family Day special admission
CN Tower

Feb 21
Family Day activities
The Waterfront

Feb 25
Humber College Vocal Jazz Ensemble
Rose Theatre

Opens Mar 5
Water: The Exhibition
Royal Ontario Museum

Mar 4-6
Toronto International Bicycle Show
Better Living Centre

Mar 9-13
Don Quixote - National Ballet
Four Seasons Centre

Mar 21-27
JUNO week
Various locations/events

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

"Such engaging sites [as Bata Shoe Museum] make Canada’s largest city ideal for a family vacation. In Toronto, amusements stimulate mind and body."

— from "Toronto is tops for fun family times" the Washington Examiner.





Did you know?Over thirteen per cent of pleasure visits to Toronto include children (13.5 per cent of Canadian pleasure visits, 16.9 per cent of U.S. and 9.1 per cent of overseas).
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.