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TOURISM NOW
TOURISM NOWNOVEMBER 4, 2009

Photo: The Royal Agricultural Winter Fair


IN THIS ISSUE - HIGHLIGHTS

  • Major coverage on CNN
  • New MPI Global Training Centre at Ryerson
  • Canada-e-Connect is coming

TOURISM SNAPSHOT
PKF Consulting recently presented their outlook for 2010 as part of the Greater Toronto Hotel Association's Speaker Series. PKF reviewed performance in 2009, reflecting declines in hotel occupancy and rate across all regions throughout Canada.

In 2010, PKF predicts an encouraging increase in demand in the Toronto area. Below is a table showing outlooks for several segments and additional slides with outlooks for the GTA are available here.
 
GTA Economic & Travel Indicators
2010 Outlook 2009 2010
GDP Growth (2.7%) 3.1%
Business Travel Overnight Domestic (8.7%) 3.7%
Pleasure Travel Overnight Domestic (5.5%) 2.9%
U.S. Overnight Travel (6.1%) 1.2%
Overseas Overnight Travel (8.8%) 3.0%
Occupied Room Nights (7.4%) 3.6%
Average Daily Rate (7.9%) 2.0%
 
Source: Canadian Tourism Research Institute, Conference Board of Canada, Fall 2009; PKF Consulting Inc. All information provided by PKF Consulting Inc. is subject to the restrictions and limitations as identified on their website www.pkfcanada.com.


HIGHLIGHTS
Major Coverage on CNN
As a result of Tourism Toronto's Media Relations team's work with the Ontario Media Development Corporation (OMDC), CNN International's The Screening Room produced an episode on the Toronto International Film Festival with celebrity interviews and beautiful footage of Toronto and Niagara. The Screening Room is a monthly show watched worldwide on CNN and CNN.com bringing the inside track on all aspects of the movie business around the globe to more than 280,000 million viewers. Parts 1, 2 and 3 can be viewed at:

Part 1
Part 2
Part 3

National Geographic - Spain
In June, Media Relations hosted a TV crew from National Geographic - Spain. In September, "National Geographic presents Canada" was aired and included a 10-minute feature on Toronto that showcased the Distillery District, St. Lawrence Market, Harbourfront, Toronto Islands, Chinatown, the ROM, Casa Loma, Yorkville and much more. National Geographic Channel is carried by Canal Satelite Digital, Spain's leading satellite TV provider and has an audience reach of 1,800,000.

New Training Options for Meeting Planners at Ryerson
Meeting Professionals International (MPI) recently opened their first Global Training Centre in Canada at Ryerson University. The new training centre is part of the Ted Rogers School of Hospitality and Tourism Management and offers a series of certification programs that will allow meeting professionals to accelerate their career development by learning new, relevant skills. The centre offers globally-recognized competencies which will increase transferability, employability, compensation and recognition for meetings and business event professionals. More about MPI's Global Training program is here.

Ghoulish Glam
For the third year, Tourism Toronto's media team hosted a LGBT press trip during the Halloweek festival from October 29 - November 2. Press on the trip represented LGBT magazines out of Canada, the U.S., UK, Germany, Argentina, Chile and Brazil. The journalists experienced the festivities of Halloweek, one of the most impressive Halloween events in North America geared towards the LGBT traveller, and explored the Church-Wellesley Village with dining, arts and culture, and nightlife.

Travel + Leisure x 3
Three new articles in the prestigious Travel + Leisure magazine (print and online) have been produced as a result of TT's media relations outreach. The UK edition had a four-page spread in their September issue that featured the major attractions and Niagara. The November issue in the U.S. market pays tribute to Toronto's diverse neighbourhoods and new hotspots, with a focus on the trendy Ossington & Dundas area. Lastly, an online article on hotels offering bicycle programs to guests featured The Fairmont Royal York Hotel and The Park Hyatt for their leadership and trendsetting approach to eco-travel.

Start Spreading the News
From October 27-29, TT's Media Relations team participated in the New York Canadian Travel Partners media luncheon where over 65 of the top New York writers, editors, broadcasters and freelancers were present to hear about new happenings in the GTA and story ideas for 2010. The event paved the way for growing existing relationships and building new ones in one of TT's priority media markets.

Five Stars for ASAE
The ASAE Five-Star Weekend at the end of October gathered a truly select group of association executives and high-level industry partners for two days of strategic discussions and informal networking. Held this year in Boca Raton, Florida, the Five-Star Weekend annually provides a rare opportunity to develop relationships with executive directors and top association executives in a low-pressure setting. Developing a rapport with these decision makers facilitates all the work in-market with the association meeting professionals and helps Toronto maintain a high profile with these industry leaders.

Fall Press Trip Pays Off
As a result of a press trip in the fall of 2008, an article on Toronto's Fashion District and Fashion Week was published in the October 15th issue of American Airlines' in-flight magazine, American Way. The coverage can be seen online. American Way has a readership of over 1,000,000. A second result from the press trip was an interview with Wayne Gretzky's winery in Wine Enthusiast Magazine, one of the world's most respected and quoted publications in the field of wine, with a circulation of 100,000.

BizBash New York Event Style Award Winner
Tourism Toronto was in good company as it won in the Best Centerpiece/Tabletop Design category at a recent BizBash awards ceremony. Created by Fourth Wall Events, the tabletop design was for a client dinner hosted by TT and several luxury hotel partners in November 2008. A list of winners and gorgeous photos of their events are here.

Southern Ontario Attention
As a result of Media Relations hosting the Travel Editor from the Chatham Daily News, Toronto's musical theatre offerings, the Royal Agricultural Winter Fair and recent hotel renovations were featured in the October 10 travel section. Chatham Daily News is the daily newspaper published in an important Southern Ontario drive market.

Toronto: Northern Hollywood
Multiple articles have resulted from a German press visit hosted by Media Relations in June 2009, One article published in the Rheinische Post focused on Toronto as a film town. The Rheinische Post is a major German regional daily newspaper with a circulation of 425,000. The equivalent advertising value for the article is over $97,000.

TT & CACBSO Collaborate
On October 6, Team Toronto and the Chicago Area Convention Bureau Satellite Offices (CACBSO) Group entertained a select group of clients onboard the Odyssey for an evening dinner cruise of Lake Michigan. This intimate event provided valuable one-on-one networking time for the 12 CVB representatives and more than 30 clients in attendance. Participation in ancillary industry organizations like CACBSO in Chicago and WACBSO in Washington, D.C. offers another avenue for our in-market sellers to spend time with prospective clients and continue to build those all important relationships that drive the association marketplace.

On October 20, TT and the CACBSO Group exhibited at the Smithbucklin Chicago office annual Partner Fair. The Smithbucklin team in Chicago represents more than two dozen association, corporate and hospitality industry clients that aggregately represent several hundred thousand hotel room nights in business. This event is intended to provide rare face-to-face contact between the Smithbucklin staff and CVB partners.

WHAT'S NEXT
A Capital Affair
Tourism Toronto is again a major sponsor of the Professional Convention Management Association Capital Chapter Annual Meeting being held on November 18 in Washington, D.C. This event traditionally brings out approximately 175 power players in the D.C. association meetings market and represents a top opportunity to initiate and develop relationships that will in time lead to new business opportunities for the community. This is Tourism Toronto's third consecutive year as the major sponsor for this important event.

Media Mission
Media Relations is conducting a media mission to London, England and for the first time Birmingham, England before heading to Germany to participate in the Canadian Tourism Commission's media network events. Meeting with 20-25 highly qualified journalists in Hamburg and Munich will help build relationships in these important markets. Tourism Toronto will have the opportunity to present new story ideas and Toronto region product news from November 16-20.

On the Road Again...
In mid-November TT will participate in local industry events in Denver, Colorado and Kansas City, Missouri and conduct sales calls on key association accounts in each city. Maintaining a profile in these secondary markets is more important than ever. Experience tells us that buyers deal with sellers they know and trust, so our strategy of having a presence in these and other non-primary markets will continue and we believe in time will bear fruit for Toronto.

Upcoming Meetings & Conventions (800+ Delegates)

Dates Meeting/Group Name Attendees
Oct 31-Nov 9 URJ 5,000
Nov 11-16 Ontario Non-Profit Housing Association 1,500
Nov 16-19 Ellison Travel & Tour - Toronto Dramafest '09 800
Oct 18-26 Canadian Association of Accredited Mortgage Professionals 2,000
Nov 29-Dec 2 TDL Group Corp - Regional Sales Meeting 1,000
Nov 30-Dec 7 BMO Skate Canada Eastern/Western Challenge 2,000


INDUSTRY EVENTS
New Industry Events Page on Website
As an additional benefit to members, Tourism Toronto launched a new feature on our online member section: a list of upcoming industry events. If you have an event tailored to the hospitality, meetings or tourism industry that you would like to share with your fellow members, please send a brief blurb, including a website link, to Denise Belgrove at dbelgrove@torcvb.com. Please note that public events, fundraisers 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.

Canada-e-Connect
Registration is now open for Canada-e-Connect: Canadian Tourism's Online Strategy Conference. Running from January 27-29 in Montreal, the conference has a packed program of social networking and marketing strategy presentations delivered by a range of experts. TIAC members and students receive special discounts and the deadline for early registration is November 20.

Strength in Services
Join this one-day summit on thinking creatively about what we can do to foster a world class service culture in Toronto and regions. The event is being held at the new Bram & Bluma Appel Salon in the Toronto Reference Library. Join moderator Steve Paikin, host of TVO's The Agenda, and speakers such as Mayor David Miller and Richard Florida on November 16.

CONCIERGE DESK

This month's hidden gem from Les Clef's d'Or is by:
Carolina Avaria
Chef Concierge
InterContinental Toronto Yorkville
Director of Ontario - Les Clefs dOr Canada

Hidden Gem - St. Anne's Anglican Church
If you are a Group of Seven fan, have we got a treat for you!

On a quiet section of Gladstone Avenue, just across from the Cadbury factory, you will find this month's hidden gem - St. Anne's Anglican Church, one of Canada's Historic Sites. The church was built under the watchful eye of Reverend Lawrence Skey who served as rector for over 30 years. After taking a year off to study church architecture abroad, he returned to Toronto and held an architectural competition to select his designer. The winner was a young Toronto architect, Ford Howland, who came up with the unique idea to design the church in Byzantine style and constructed the church from 1907 - 1908. The structural principal is the magnificent central dome (which creates incredible acoustics in the room) and the outstanding display of stained glass windows. But what make this church incredibly unique are the paintings found in the dome and surrounding the altar.

Reverend Skey was a patron of the arts and befriended artist J.E.H. MacDonald at the Toronto Arts and Letters Club in the early 1920s. Unbeknownst to him, his friendship with this established artist would forever cement his church in Canadian history. In 1923, Mr. MacDonald assembled ten Canadian artists including his son, Thoreau, and two other members of the Group of Seven, F.H. Varley and Frank Carmichael, to create the murals for St Anne Church's. It was their only religious commission. Interestingly, the artists all worked on canvasses independently in their studios, working harmoniously with the general design by focusing on a particular palate of colours and drawing from a common stock of materials for their supplies. The magnificent results were officially recognized in 1997 when the federal government declared the church a national historic site.

The church is only open for service on Sunday mornings at 10:30 a.m. I suggest sneaking in early and having the pleasure of hearing the choir rehearse as you quietly take in these fascinating walls. There are handouts at the back of the church which easily guide you through the murals, pointing out details such as the recognizable Group of Seven Georgian Bay touches and the self-portrait of F.H. Varley as one of the shepherds at the Nativity.

St. Anne's Anglican Church truly is a gem not to be missed.

MEMBER FOCUS
Please join us in extending best wishes to Director of Member Care, Pamela Laite, as she embarks on her maternity leave as of November 2. We wish much happiness to Pam & Randy in their new role and we look forward to Pam's return.

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Opens Oct 31
The Toxic Avenger
The Music Hall

Nov 6-15
Royal Agricultural Winter Fair
Exhibition Place

Nov 6-8
Filmmaker Jean Pierre Gorin
TIFF Cinematheque

Nov 7-8
Day of the Dead Festival
Harbourfront

Nov 8
Koffler Centre of the Arts - Kobi Oz
Mod Club Theatre

Nov 8
HHOF Legends Classic
Air Canada Centre

Nov 11
Remembrance Day Ceremonies
Various locations

Nov 11
Battle on the Plains of Abraham (debate)
ROM

Nov 14
Queen West Walking Tour (ArtInSite)
Gladstone & Drake Hotels, start and finish

Nov 15
Gal Costa
Massey Hall

Nov 20 & 21
Moonlight Madness
Main Sreet, Unionville

Dec 3
Buffalo Bills vs New York Jets
Rogers Centre

Dec 8-Jan 10
Fiddler on the Roof
Canon Theatre

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

WHAT THEY'RE
SAYING
"Moo," said T.J. Rose, Supreme Champion, The Royal, 2008.
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INSIDER
Did you know? Until recently, dairy farmers thought cows looked their best in the show ring just after they had given birth. As a result, cows' delivery dates were planned to coincide with The Royal Agricultural Winter Fair - resulting in numerous Royal births.
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.