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TOURISM NOW
TOURISM NOWFEBRUARY 17, 2010

Photo: Exclusive Olympic Medal Exhibit on loan from Olympic Museum in Switzerland at Hockey Hall of Fame until September 6


IN THIS ISSUE - HIGHLIGHTS

  • Toronto leverages Olympic spotlight
  • Guide to winter activities on TT's website
  • Bublé boosts Toronto
  • Toronto and Canada make top ten lists

TOURISM SNAPSHOT
A recent survey conducted by Community Marketing Inc. resulted in The 14th Annual Gay & Lesbian Tourism Report. Many of the findings confirm the strategic importance of the LGBT travel market, such as:
  • 83 per cent of American gay and lesbian travellers surveyed hold a valid passport, which is far higher than the U.S. average (according to an article in The Economist) of 34 per cent of Americans age 18 and older;
  • Gay and lesbian travellers are primarily booking their travel directly via airline and hotel websites (56 per cent) or through online travel agencies such as Travelocity or Orbitz (34 per cent);
  • Nearly a quarter of the respondents reported travelling to another city and spending at least one night in a hotel to attend a Pride event.


HIGHLIGHTS
Olympic Media Glare Means Opportunity
The storied Stanley Cup is making a special appearance at the 2010 Winter Olympics, accompanied by the Hockey Hall of Fame and Tourism Toronto. Taking advantage of the thousands of press - in particular broadcast media - in Vancouver for the Games, TT is showcasing the Cup and other hockey artifacts to visiting media at the International Olympic Media Centre, to bring more Toronto into coverage of the games. The HHOF is the only major sports hall of fame in a large urban centre, so that unique advantage will also be a key part of the story.

Toronto Is a Winter Wonderland
A new guide to winter activities was recently launched on Tourism Toronto's website. Designed to give visitors a convenient list of things to do, it showcases a cross-section of attractions and events, including outdoor activities such as skating. The page also offers itineraries and links to hotel package deals.

Bublé's Canada Includes Toronto
In partnership with the Toronto International Film Festival and the Ontario Tourism Marketing Partnership (OTMP), Tourism Toronto's Media Relations team worked with Australia's FOXTEL network to produce a special called "Michael Bublé's Canada." In this show, the Grammy Award-winning singer highlights his favourite places in Canada using his trademark cheeky sense of humour. Starting off in Toronto, the city is featured for nearly 10 minutes with amazing aerial footage, the excitement of TIFF and other familiar and off-the-beaten-path Toronto locales. The show was televised over several dates and channels on the FOXTEL Network in Australia to approximately 1.4 million viewers.

Toronto Nibbles at the Big Apple
Members of TT's Corporate Sales team recently returned from three days of sales calls and partnership-building in New York City from January 18-21. Meetings were targeted to a variety of industries ranging from cosmetic to pharmaceutical to insurance and financial. Feedback regarding possible business opportunities for Toronto was positive and signs that the meeting industry in New York might be slowly turning around were evident.

The Fastest Way to Visitors' Hearts Is Through Their Stomachs
The Food Reporter for the ABC affiliate in the Chicago area, WLS-TV, was hosted by TT's Media Relations for a whirlwind round of Toronto tidbits like the famous peameal bacon sandwich at Carousel Bakery, smoked meat at Caplansky's, butter tarts at the St. Lawrence Market, and visits to Chinatown and Frank Restaurant at the Art Gallery of Ontario. A series of video clips from "The Hungry Hound" can be viewed here.

As a result of a press tour Media Relations hosted in March 2009, the Culinary Media Network has posted several articles and video clips featuring a range of Toronto's foodie offerings such as locally grown produce and ethnic delights.

Staying the Course in Mexico
Tourism Toronto recently returned from an OTMP-sponsored sales mission to Mexico at the end of January. Seven Ontario-based DMOs and suppliers also joined the mission to meet with approximately 25 key tour operators in Mexico City and Guadalajara and to conduct travel agent product workshops. Trade clients continue to express deep frustration over the extensive information requirements and complicated, lengthy visa process that Mexicans are now required to go through in order to travel to Canada. Tourism Toronto is committed to the Mexican market over the long term and continues to use media relations and trade relationships to keep Toronto on this burgeoning market's radar, as Mexicans gradually become accustomed to the new document requirements.

TIFF Attracts U.K. Coverage
In partnership with the Toronto International Film Festival and OTMP, TT hosted U.K.-based writer's visit to Toronto in September which resulted in a feature in the Sunday Mail newspaper, (Glasgow) that has a circulation of nearly 400,000.

Meeting Planners Media
As a result of TT's Media Relations team working with a Meetings East magazine writer, the first of two articles has emerged on MeetingsFocus.com. The article will also be published in the March print issue of Meetings East magazine, which is targeted to meetings professionals in the eastern U.S.

Southern Ontario Sales Activity
The Canadian Corporate team was drumming up new leads from corporate clients in the province the week of February 1. Clients were visited in Ottawa, London and Waterloo and were regaled with all the exciting things on the horizon in Toronto this year. The accounts visited were from the IT, insurance, and Crown corporation sector and not only provided an opportunity to get updated on some familiar clients but to make contact with new ones too.

UAE Sees Our Luxe Side
Etihad Airways in-flight magazine, which includes luxury lifestyle and travel features, turned its sights on Toronto's luxury shopping scene recently. With a well-heeled readership of over 22,000, the article represents approximately $13,000 in equivalent advertising value.

Aim High!
That was the message throughout this year's 38th RCMA World Conference and Exposition held January 25-29 in Fort Worth, Texas. 2010 was Tourism Toronto's fifth year exhibiting at the Religious Conference Management Association's premier educational event for religious meeting professionals. RCMA's membership represents over 1,000 diverse religious organizations responsible for planning 14,000+ conventions, meetings, assemblies and retreats that annually attract more than 11 million delegates. The mission was a success as TT came away with 20 new business opportunities for our hospitality and tourism members.

Kudos and Top Spots for Toronto
Toronto has made it onto several "tops" lists recently. First, USA Today cited Canada in its "Top five award destinations for February" and Toronto is mentioned in the item. As well, Trip Advisor named the city as one of its February Hotspots and Hotwire placed Toronto on its "Top Ten Value Cities for Valentine's Day" list. Lastly, Toronto was named Canada's most sustainable big city by Corporate Knights magazine.

WHAT'S NEXT
Latin America Sales Opportunities for Members
For Tourism Toronto members interested in expanding their reach into Latin American markets, a number of sales opportunities are coming up in both Brazil and Argentina this March. The Canadian Tourism Commission is coordinating a B2B Showcase in Sao Paolo, Brazil, March 23-24 along with a Canada booth at the Braztoa tradeshow March 25-26. If you would like to learn about either of these Brazilian trade events please contact Elise Williamson at the CTC at williamson.elise@ctc-cct.ca.

Following the Brazil shows, TT will be conducting its annual sales mission to Buenos Aires from March 29-31 to meet with Argentinean travel trade clients. For more information on the Argentina sales mission please contact Brian Graziano at Tourism Toronto at bgraziano@torcvb.com or phone 416-203-3836.

Showcasing Our Destination
On February 25, TT will exhibit at the Destination Marketing Association International Destination Showcase tradeshow in Washington, DC. This annual event brings together more than 100 leading North American and global destinations and regularly draws more than 400 association and corporate planners.

Edging into the Gay & Lesbian Market
TT's Media Relations team is hosting EDGE Publications, the leading network of LGBT news in the U.S., in late February. The travel writer from EDGE will explore Toronto's entertainment, theatre and arts scene recounting his experience to their online community of 600,000 readers based in New York, Boston, Chicago, Los Angeles, and Washington D.C.

Pack Your Pocket Protector
The 2010 Council of Engineering and Scientific Society Executives Mid-Winter CEO Meeting takes place February 28-March 3 in Indian Wells, CA and TT will again participate. This annual event of top-level association executives is an important opportunity to develop new and strengthen existing relationships with leaders in the scientific and engineering association world.

Meet Different
The U.S. Corporate team will be travelling to Cancun, Mexico from February 20-23, to not only take in the latest Meeting Planners International news and industry education, but to take part in the first ever MPI Hosted Buyer Program connecting us to corporate and third party meeting planners from around North America. A total of 20 appointments are expected as a part of this inaugural program in addition to the networking and social events catering to over 1,500 delegates.

Continued Focus on ASAE
TT will continue to implement our strategic partnership with ASAE and the Center for Association Leadership at the 2010 Great Ideas Conference. As a high profile sponsor our visibility within this community of association leaders remains elevated and we continue to build our position as consultative partners.

Full Court Courting
TT's Sport Sales team along with four members will be hosting Provincial Sport Organization clients at the Toronto Raptors vs. Portland Trailblazers game on February 24 at the Air Canada Centre. This evening of networking is designed to thank these key clients for their business and uncover new opportunities for more sport groups.

Upcoming Meetings & Conventions (800+ Delegates)

Dates Meeting/Group Name Attendees
Feb 27-Mar 5 GeoTec Media 800
Mar 1-8 Skate Canada - Synchronized Championships 3,000
Mar 5-7 Athletics Ontario 1,200
Mar 10-20 McKinsey & Company 1,260
Mar 11-14 LifeWay Christian Resources 2,000
Mar 15-20 National Karate Association of Canada 900
Mar 22-27 Baycrest-Rotman Research Institute 1,000
Mar 27-Apr 3 National Society of Black Engineers 5,000


PEOPLE & PLACES
Neutral Is Nice
The Delta Chelsea Hotel has been recognized by the LivClean Eco-Stay Program for offsetting 10 per cent of its annual carbon footprint. The Delta Chelsea Hotel has succeeded in reducing emissions by 64 per cent since implementing environmental initiatives in 2005. The LivClean Eco-Stay Program provides Canadian hotels with leadership positioning in environmental action, accountability and responsibility.

Construction Kudos
Allstream Centre was recently awarded the "Best of the Best" award along with VANBOTS Construction, in the category of Project Achievement given by the Toronto Construction Association (TCA). The award was handed out during TCA's 142nd Annual Meeting and "Best of the Best" award presentation on January 28. The award is the highest honour given in the construction industry and the second award won by Allstream Centre since opening in October 2009.

MEMBER FOCUS
Put Your Best Page Forward
This is a reminder that all members have the opportunity to show off their brand on Tourism Toronto's website by adding your company logo and a photo representing your service or product. If you need a refresher on how to enhance your webpage or if you forgot your password, please contact Denise Belgrove in your Member Care department: dbelgrove@torcvb.com or 416-203-3823.

Showcase Your Industry Event
As an additional benefit to members, Tourism Toronto is providing the opportunity to promote industry events on our website. If you have an industry event you would like to share with your fellow members, please send the information, including a website link if possible, to Denise Belgrove at dbelgrove@torcvb.com. (Please note that public events and festivals will continue to be listed in the events calendar on our consumer website and can be sent to Michael Persaud at mpersaud@torcvb.com.)

Welcome Tourism Toronto's Newest Members

Meeting Services
Gourmet Cuisine

Restaurants
Ciao Wine Bar

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Feb 4-May 9
From the Melting Pot into the Fire
Gardiner Museum

Feb 10-Mar 2
Northern Lights: African-Canadian Stories
Ontario Science Centre

Feb 17-21
Mostly Mozart - Tafelmusik
Trinity St. Paul's Centre

Feb 18-21
Bloor-Yorkville Ice Fest
Various locations

Feb 19-20
Masala! Mehndi! Masti!
Harbourfront Centre

Feb 19-28
National Home Show
Direct Energy Centre

Feb 20
Roberto Linares Brown Orchestra w/DJ Alberth Moreno
Lula Lounge

Feb 21
Eric Clapton & Jeff Beck
Air Canada Centre

Feb 26-28
Outdoor Adventure Show
International Centre

Feb 28
Koffler Chamber Orchestra
Shaar Shalom Synagogue

March 3-7
Disney on Ice
Rogers Centre

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

WHAT THEY'RE
SAYING
"Canadians are among the friendliest, most welcoming people on earth. I don't see anything incompatible with saying, 'Welcome, but now we want to kick your butt.'"

— NBC Olympics Primetime host, Bob Costas
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2010 BUSINESS PLAN

TOURISM TORONTO 2008 ANNUAL REPORT

TORONTO
INSIDER
Did you know? The Vancouver 2010 Olympic Games reports 5,000 athletes and officials in attendance and the 2015 Pan Am Games in Toronto expects to host approximately 10,000 athletes and officials.
We want to hear your feedback on this newsletter. Email us at 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.