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TOURISM NOW
TOURISM NOWJUNE 17, 2009

Photo: www.torontowide.com


IN THIS ISSUE - HIGHLIGHTS

  • Luminato lures Latin American press
  • Summer marketing push continues
  • Radio promotions in Boston
  • TT supports Gay Pride Week

TOURISM SNAPSHOT
Tourism Toronto recently released Tourism in Toronto: A Market Analysis. The 55-page report provides a detailed breakdown of Toronto's visitors. With information on the number of visitors from different countries and regions, what they spend and their perceptions of Toronto, the report will be helpful for members as we all work towards planning for the seasons and year ahead. The full report is now available on our website.

HIGHLIGHTS
Latin America Lured by Luminato
In keeping with Tourism Toronto's bid to boost awareness of Toronto in Latin American countries, the Media Relations team invited three press groups to take in Luminato and explore the arts and culture scene.

Six Brazilian journalists were in Toronto from June 9-13 and included daily newspaper Minas Gerais (circulation 35,000), Estilo Viagem Travel Show shown on Grupo RBS TV in the south of Brazil, women's lifestyle and fashion magazines Marie Claire (circulation 273,000) and Wish (circulation 70,000), as well as the luxury-targeted Elite (circulation 50,000).

A radio broadcaster for Radio Capital and ABC Radio Mexico City, and four other Mexican journalists from Luxe & Class magazine (circulation 25,000), Swishy magazine (circulation 25,000), Milenio newspaper (circulation 85,000+ daily), and El Universal newspaper (circulation 170,000 daily) took the word back to Mexico after their four-night stay.

Finally, two television crews from Argentina were in Toronto June 9-13 to each film a half-hour show on the destination. Mapamundi reaches 4.5 million viewers throughout Argentina and Cecilia Z draws 400,000 viewers in the Buenos Aires region.

More Summer Marketing
In early June, TT launched a major summer promotional campaign in the U.S. aimed at the high-value, young up-and-coming market and mature couples. The campaign positions Toronto as a sophisticated, luxury, urban destination, offering unique entertainment, cultural and artistic experiences. The program includes full page print advertorials in the July issues of Esquire, Fast Company, Men's Health, Town & Country and Harper's Bazaar. The program also includes an extensive online component on the sites of the above publications as well as Glam Media and washingtonpost.com.

New York Mission
A representative of TT's Leisure Trade team recently travelled to New York City for an Ontario-focused series of business meetings, dinners and product training sessions with several key F.I.T. operators and agents, coordinated by the Canadian Tourism Commission on behalf of the Ontario Tourism Marketing Partnership. Client interactions included attendance at the CTC's NYC client night, a visit to Altours' Manhattan office, a CTC-sponsored lunch with top selling agents for Liberty Travel/GoGo Worldwide, OTMP's partners' dinner with approximately 25 luxury agents, and destination presentations at Travelbound to 60 reservation staff. Results from this mission include possible joint marketing opportunities, ongoing client product development, potential client familiarization programs in the fall and additional product/destination training commitments.

Baseball Rivalry Fodder for Boston Broadcaster
Tourism Toronto's Media Relations team recently partnered with WEEI radio in Boston, one of the U.S.'s most popular sports talk radio stations. WEEI columnist, Rob Bradford, was in Toronto May 28-31 for the Red Sox vs. Blue Jays series where he blogged about the games and destination as well as conducted a live call-in show on May 31 from Toronto, chatting up the destination. On-air promotional announcements featuring summer travel content and encouraging listeners to travel to Toronto for the summer season aired the first week in June.

Fastest Man in the World Boosts Toronto's Sports Tourism Image
Tourism Toronto's Sports sales team assisted University of Toronto to land the Festival of Excellence. On June 11th, the world's eyes were on Toronto as it hosted this world-class track and field meet. Triple Olympic gold medallist and 100 metre world record-holder Usain Bolt headlined the meet. Fellow Olympians who competed in the all-star line up included Canadian hurdlers Perdita Felicien and Priscilla Lopes-Schliep as well as decathlete Bryan Clay.

Sport Tourism Education Event
Tourism Toronto is hosting the "Toronto Sport Tourism Education Event" today with the participation of over 100 members. This customized education session includes a panel of speakers from the Toronto Sports Council, the Markham Sport Council, Janet Gates, Chair of the Canadian Sport Tourism Alliance, Bert Lobo, President of Tournament Time (a local Tournament Director & Rights Holder) and Tourism Toronto's Sport sales team.

The education session highlights the roles various organizations play in sport tourism and the benefits for our business community derived from this fast growing segment of the tourism industry. The session also emphasizes the benefits of working with Tourism Toronto sport leads and how to win more sport business by effectively responding to booking notices and creating winning proposals.

Website Gets a Facelift
On the heels of a revamp of Tourism Toronto's Visitor section of the website, launched this past September, we recently unveiled six newly redesigned areas of the site including Meeting Planners, Members, Media and Leisure Trade. The update has been underway since January with the help of USDM.net, and has resulted in an enhanced user experience and a revitalized look that aligns with the Visitor site. Now is an ideal time for members to review their listings and correct any out-of-date information.

Association Leaders Come to Canada
ASAE & The Center for Association Leadership host their Forum on Leadership & Management June 18-19 in Montreal. Through our strategic partnership with ASAE & The Center and the Canadian Tourism Commission, TT will participate and have access to a select group of association thought leaders. Increasing our presence at this type of high-level event positions Tourism Toronto as an organization with staff that is well qualified to be a valuable consultative partner to our potential clients.

Toronto Short-Listed for Sport Association Conference
The Coaching Association of Canada short-listed Greater Toronto for the Petro-Canada Sport Leadership sportif in 2011 which represents 1,300 potential room nights. Site inspections at properties in the downtown and airport area were conducted late in May. Thank you to our members who truly impressed the delegation with their warm welcome. Look for news of the CAC's final decision in July.

WHAT'S NEXT
TT Supports Pride and You Can Too
Tourism Toronto is once again supporting Toronto's LGBT community through various initiatives connected to the 29th Annual Pride Parade. We have partnered with many of our dining and catering members to host a fabulous block in the Pride VIP area. We are also organizing a contingent to march in the parade on Sunday, June 28. Come out and cheer us on!

Toronto Shows Its Alternative Side
A group of press from the U.K., Australia, the Netherlands and the U.S., will take in five days of alternative/indy music and film. Hosted by TT's Media Relations team, with support from OTMP and the CTC, North by Northeast will be the focus from June 19-21.

ASAE Opportunities in August
Please do not forget to visit the Client Services Opportunities section of TT's members' website to learn about upcoming conventions and what you can do to take advantage of visiting meetings. We want to ensure both that delegates experience the best of Toronto while here and that our members get the most out of conventions in town. The opportunities, delegates and needs vary from meeting to meeting, but often convention delegates are looking for places to go on Sundays when they have free time and a number of downtown establishments are closed. For example, during ASAE & The Center's convention, Sunday, August 17 is a "free night" and many delegates are looking for places to go and things to do. Details and contact information are available on the member site.

Upcoming Meetings & Conventions (1,700+ Delegates)

Dates Meeting/Group Name Attendees
Jun 9-20 Society of Nuclear Medicine 7,000
Jun 18-25 International Society of Chemotherapy 3,000
Jun 21-29 University of Toronto - Canadian Track & Field Championships 1,700
Jun 27-Jul 8 Toronto Cup 2009 (Youth Soccer) 3,000
Jul 8-27 North American Roller Hockey Championships 12,500


MEMBER FOCUS
Golf Tournament
This is your final opportunity to register for the Greater Toronto Hotel Association's 55th Annual Golf Tournament, co-hosted by Tourism Toronto, on Wednesday, June 24. Don't miss your chance to join industry leaders and colleagues at the Lionhead Golf and Country Club at 8525 Mississauga Road, Brampton for a day of networking fun. Register here.

Showcase your brand with a sponsorship.

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
June 16-21
Worldwide Short Film Festival
Various locations

June 17-21
North by Northeast
Various locations

June 19
Cyrano De Bergerac opens
Stratford Festival

June 19-21
Franco-Fête
Harbourfront

June 19-21
Toronto Nautical Festival
HTO Park East and Toronto's Waterfront

June 19-21
Mississauga Waterfront Festival
Memorial Park, Port Credit

June 19-28
Pride Week
Various locations

June 21
Queen's Plate
Woodbine Raceway

June 26-July 5
TD Canada Trust Toronto Jazz Festival
Nathan Phillips Square & various locations

June 27-Aug 23
Pulp Fiction
Museum of Contemporary Canadian Art

June 27-Jan 3, 2010
Dead Sea Scrolls
ROM

June 28
Strawberry Festival
Spadina House

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

WHAT THEY'RE
SAYING
"Toronto is a very desirable city for the community because of all the things it has to offer: culture, a large local community and easy side trips to Niagara and Ottawa," says John Tanzella, executive director of the International Gay and Lesbian Travel Association. "It is very appealing."

— From the Globe and Mail, "City selling itself as full package for gay travellers."
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2008 ANNUAL REPORT
TORONTO
INSIDER
Did you know? The first Pride event was held in Toronto in 1971 — a 1-day picnic on Hanlan's Point. Today, Pride has grown to 350 performances and attracts 1 million revellers to the week-long celebration.
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.