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TOURISM NOW

Artist’s rendering of new EdgeWalk at the CN Tower


IN THIS ISSUE - HIGHLIGHTS

  • Toronto gets a little more extreme
  • Toronto Magazine climbs into the back seat
  • U.S. marketing campaigns
  • AGM registration still open

TOURISM SNAPSHOT
The tourism industry in Toronto, Mississauga and Brampton encompasses a wide variety of services and businesses. Tourism Toronto’s membership stands at more than 1,250 making it one of the largest tourism bureaus in North America. The list below shows the major sectors of the membership:

Tourism Toronto’s Top Member Sectors

Attractions, Recreation and Entertainment: 26%
Restaurants and Nightlife: 18%
Accommodations: 14%
Meeting Facilities: 14%
Meeting Services: 12%
Retail Shopping: 6%


HIGHLIGHTS
Toronto icon adds thrilling new experience
The CN Tower announced this week the imminent opening of its new extreme attraction, EdgeWalk at the CN Tower. Opening on August 1, 2011, it is the first of its kind in North America, and the world’s highest full circle hands-free walk on a 1.5 metre ledge encircling the top of the CN Tower’s main pod, 356 metres above the ground. Adding exciting, new experiences such as this is one of the keys to building a thriving tourism industry as it provides a reason for repeat visitors to return and another reason for first time visitors to add Toronto to their travel list.

Toronto magazine expands its reach
Tourism Toronto’s signature publication, Toronto Magazine, is now available in the backs of 270 limos and 600 cabs servicing Pearson airport and Mississauga, with the partnership of the GTAA. This provides our members with even more valuable exposure to visitors just as they arrive and begin to familiarize themselves with our destination. As well, the magazine is now available free in 22 retail locations throughout both terminals at the airport through a new partnership with HDS Retail, increasing exposure further and encouraging visitors to take the magazine home with them to share their Toronto experience with family and friends.

Auto club media
As a result of a press trip hosted by TT’s Media Relations team in December 2010, Qui Touring Magazine based in Rome ran a seven-page feature on Toronto in the May 2011 issue. Qui Touring is a monthly consumer tourism magazine edited by Touring Club Italiano (similar to CAA/AAA in North America) and distributed to over 300,000 avid travellers.

AAA Car & Travel magazine published two articles that included the Greater Toronto Region after participating in a TT–hosted press visit. “Taking Time Out Between New York and Toronto” in the May 2011 issue highlights multiple Toronto landmarks in the Historic District and “Toronto’s New Hearts of Art” ran in March 2011. The two articles reached over 1.8 million people and have an advertising equivalency value of $50,000.

Meeting them where they live
TT had a big presence at Meeting Professionals International’s gala on May 5 as a Platinum Sponsor. Held at the newly opened Ottawa Convention Centre, it was a coup to make a splash about Toronto with a dinner presentation by TT’s CEO and a performance from a Toronto arts group to 400 top decision makers in the Canadian association market.

Starring in the Lone Star State
The U.S. Corporate Sales team had a successful week in Houston, Texas attending "Collaborate Marketplace" May 2-5. With over 60 appointments and 400 meeting/conference planners from all over the United States in various industries, Toronto is sure to see results from this show.

Making CONTACT
The Media Relations team recently hosted a group of top photojournalists and travel writers to coincide with the opening of the Scotiabank CONTACT Photography Festival and take in landmarks, culture and a variety of sights in the region. The journalists were from the U.S., Germany, South America, Mexico, Japan and India and contribute to such prominent publications as The Huffington Post, GQ and Lonely Planet, Nikka Times Japan, NOMAD, Vogue India, and more.

Selling to China
TT’s International Leisure Trade Sales team was recently in Shanghai and Beijing to meet with trade and media clients as we look to forge additional joint marketing programs featuring Toronto via Chinese travel trade partners in these key cities. Earlier this year, Toronto partnered with GZL International Travel in Guangdong, China and Guangdong TV on a promotional campaign featuring Toronto, Niagara, Ottawa and Montreal and will look to build on this campaign. Since Canada was granted Approved Destination Status last year, we have been actively marketing the destination to both consumers and trade clients. If you would like to learn more about the Chinese market, contact Grace Huang, Manager, China Market Development at ghuang@torcvb.com.

Sports allies
The Sport Sales team attended the Canadian Sport Tourism Alliance Sport Events Congress 2011 from April 27-29 in Ottawa. The event saw 350+ delegates attending and TT connecting with 16 different sport rights holders/organizations for one-on-one appointments. As part of our corporate social responsibility efforts, TT awarded two $1500 scholarships to Laurentian University and Algonquin College Sport Management Schools.

Doing the D.C. hustle
Team Toronto was busy in Washington, D.C. in late April dashing between hosting a table at the Professional Convention Management Association’s Education Foundation Dinner, stealing the show with THE tradeshow booth at ASAE’s Springtime EXPO, and then scoring a hole-in-one with more of Toronto’s signature hospitality at our sponsored hole at the D.C. Invitational Golf Tournament. High profile activities like these continue to keep Toronto top of mind with our association clients and provide important opportunities for TT staff and members alike to develop and strengthen client relationships.

Brazilian press trip
Media Relations hosted a press tour from Brazil April 29-May 3 that included major daily newspapers from Sao Paolo such as O Globo and O Estado de Sao Paolo, Correio do Povo, the leading major daily from the South of Brazil, and luxury and lifestyle outlets Wish Report and Cool. The Brazilian media tour Toronto included arts, culture, dining, attractions, neighborhoods and more.

Mixing it up in NYC
TT’s Association and Corporate Sales teams recently combined forces to take New York City by storm on April 27 during the NY Meeting Professionals International (MPI) Industry Exchange. Using NYMIX as a platform to see clients, Team Toronto also took advantage of the trip to visit key accounts in both the association and corporate sector. In-market presence and visibility remains an important component of our plan for success in critical U.S. markets such as New York.

WHAT'S NEXT
AGM
There is still time to register for Tourism Toronto’s Annual General Meeting on May 31. It’s going to be a huge event with the meeting being at the Air Canada Centre at 3:00 and a networking session afterward at one of the most in-demand venues in the city: Real Sports Bar & Grill. So register now and join 800 of your colleagues for this great event.

U.S. Consumer Marketing programs
Tourism Toronto’s long-term strategy for building brand awareness in U.S. investment markets will launch in June with a series of Consumer Marketing initiatives that will target our core, luxury and LGBT, young up–and-coming and mature, empty-nester travellers. Focused on key U.S. cities within a five-hour flight of Toronto, the program will work towards getting Toronto onto these high valued consumers’ travel consideration lists. Additionally supported by conversion programs aligned with online travel agencies such as Expedia, and partners Air Canada, GTAA and OTMP, Tourism Toronto will connect those already prepared to travel with hotel packages and other offers.

Inaugural AIBTM/PCMA conference
From June 21-24 corporate and association meeting buyers from across North America and around the world will converge on the Baltimore Convention Centre for the inaugural AIBTM Americas Meetings & Events Exhibition. This event marks Reed Exhibitions’ bid to bring its winning hosted-buyer/scheduled appointment tradeshow format across the pond after many years of success with the annual EIBTM event in Barcelona, Spain. Reed has strategically partnered with PCMA so the AIBTM Expo coincides with PCMA’s Midyear Education Conference. With several hundred association delegates expected at the PCMA Education Conference, where TT will be highly visible with our signature IMAGINARIUM display, and AIBTM promising several thousand meeting buyers of all stripes, it looks to be an interesting week.

Member showcase opportunity at IncentiveWorks
Tourism Toronto is extending an offer to members who wish to display their interactive service in our “Hot Blocks” section at IncentiveWorks. This is Canada’s largest meeting and incentive tradeshow that sees over 2,500 meeting planners pass through its aisles. Members who have a demonstrable service to showcase should contact Erin Rypstra, Client Experience Architect at erypstra@torcvb.com to find out more about this exciting opportunity. IncentiveWorks is on August 23 and 24 at the Metro Toronto Convention Centre.

Teaming up with decision-makers
From June 1-3, Tourism Toronto and the Professional Convention Management Association will host the inaugural Thought Leaders Summit at the Hilton Toronto hotel. This program will see 25 top association leaders gather to discuss current trends in the meeting industry and solutions to pressing issues of our time as well as what’s ahead. Toronto’s position as a strategic industry partner serves us well as association leaders see Toronto in a progressive light and know that we are here to be a consultant and collaborator rather than just another vendor.

Then on June 9 & 10, TT and the American Society of Association Executives will host the annual Invitational Forum at the Fairmont Royal York hotel. This annual event rotates among major Canadian cities on a four-year basis and regularly draws between 150-200 top association executives from across North America to discuss current trends in Association Management. Our support of the Forum, an important piece of our strategic partnership with the Canadian Tourism Commission, keeps Toronto in a visible position for these top decision-makers.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
May 3-5 Treasury Board of Canada Secretariat 1,200
May 4-7 Diversified Business Communications, PrimaryCare Today 1,400
May 7-11 Biotechnology Industry Organization 2011 World Congress

1,500

May 12-15 Etobicoke Basketball Association U16 Major Midget Boys

1,200

May 15-16 Music Industries Association of Canada

2,000

May 18-30 Mississauga St. Michael's Majors Hockey Club, Memorial Cup

6,000

18-27 Association for Institutional Research

1,200

May 31- Jun 11 Movement Disorder Society, International Congress

3,500

June 13-20 International Society for Stem Cell Research

2,500


MEMBER FOCUS
Welcome New Members

Attractions
The Culinary Adventure Company

Toronto International Jamaica Day Celebration

Village of Islington BIA

Meeting Facilities
Estates of Sunnybrook

Event Source Inc.

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  To May 31
Scotiabank CONTACT Photography Festival
Various venues

To May 28
Orfeo ed Euridice – Canadian Opera Company
Four Seasons Centre

May 11-17
Italianissimo – Tafelmusik
Trinity-St. Paul’s Centre

May 12-22
LULAWORLD
LULA Lounge

May 14
Spring Bird Festival
Tommy Thompson Park

May 14
Emilie-Claire Barlow
Queen Elizabeth Theatre

May 18 & 19
Toronto Blue Jays vs. Tampa Bay Rays
Rogers Centre

May 19-29
MasterCard Memorial Cup
Hershey Centre

May 23
Victoria Day on the Waterfront
Queen’s Quay West

May 28 & 29
The Clothing Show
Queen Elizabeth Building

May 28 & 29
Doors Open Toronto

May 29
Mozart’s Trinity Mass – Brampton’s Festival Singers
Rose Theatre

May 29
Afternoon Tea
Bradley Museum

June 10
Bollywood Spice
Elite Banquet and Convention Centre


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

WHAT THEY'RE
SAYING
"A steel walkway has been constructed for the new attraction, offering people the chance to see Toronto from the top of the world..."

— from “CN Tower to offer walk on the outside” Globe and Mail, May 9.
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TOOLKIT
EVENT CALENDAR

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TORONTO
INSIDER
Did you know?The new EdgeWalk at the CN Tower will be about 30 minutes in duration, 116 stories above the ground!
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.