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TOURISM NOW
TOURISM NOWNOVEMBER 10, 2010

Photo: Procession of Krishnaraja Wadiyar Through Mysore, 1825-1830 © V&A Images


IN THIS ISSUE - HIGHLIGHTS

  • Two prestigious awards for Tourism Toronto!
  • Successful Chinese sales trip and media relations
  • Register for TT holiday event
  • Funding for accessibility projects available

TOURISM SNAPSHOT
Through the end of September Toronto's hotel occupancy rate - a good barometer for tourism activity - continued its rebound and shows Toronto to be among the leading urban destinations in North America. After the first nine months of the year Toronto is the fourth fastest growing destination in hotel occupancy, moving up to 7th place overall, up from 11th place at the same time last year.
Occupancy (%) - YTD through September
 
Ranked by 2010 Occupancy (%)
City 2009 2010 Change % 2009 Rank 2010 Rank
New York 75.9 80.9 6.6 1 1
Oahu Island 72.1 78.3 8.7 2 2
San Francisco 71.8 76.2 6.0 3 3
Vancouver 67.1 70.7 5.4 5 4
Boston 62.6 70.1 11.9 12 5
Miami 65.0 70.1 7.9 7 5
Toronto 63.1 69.6 10.3 11 7
Washington, DC 66.9 69.6 4.0 5 7
Anaheim 64.9 69.3 6.8 8 9
Los Angeles 64.9 69.1 6.5 8 10
San Diego 65.2 69.1 5.9 6 10
Seattle 64.3 68.6 6.8 10 12
Philadelphia 61.8 65.2 5.5 13 13
New Orleans 57.2 65.0 13.7 17 14
Denver 59.4 64.9 9.4 15 15
Montreal 59.0 63.7 8.0 16 16
Orlando 60.8 63.6 4.5 14 17
Chicago 56.8 62.6 10.2 19 18
Canada 60.8 62.6 3.0    
Minneapolis-
St Paul
57.1 62.4 9.3 18 19
Nashville 54.9 59.5 8.5 23 20
USA 56.0 58.9 5.2    
St Louis 56.0 58.7 4.8 21 21
Atlanta 53.6 58.4 9.0 24 22
Tampa 53.6 56.7 5.9 24 23
Virginia Beach 55.8 55.9 0.2 22 24
Houston 56.8 55.8 -1.7 19 25
Phoenix 52.5 55.6 5.8 26 26
Dallas 52.1 55.1 5.9 27 27
Detroit 48.0 54.8 14.0 28 28
 
Ranked by Growth
City Change % Rank
Detroit 14.0 1
New Orleans 13.7 2
Boston 11.9 3
Toronto 10.3 4
Chicago 10.2 5
Denver 9.4 6
Minneapolis-
St Paul
9.3 7
Atlanta 9.0 8
Oahu Island 8.7 9
Nashville 8.5 10
Montreal 8.0 11
Miami 7.9 12
Anaheim 6.8 13
Seattle 6.8 13
New York City 6.6 15
Los Angeles 6.5 16
San Francisco 6.0 17
Dallas 5.9 18
San Diego 5.9 18
Tampa 5.9 18
Phoenix 5.8 21
Philadelphia 5.5 22
Vancouver 5.4 23
USA 5.2  
St Louis 4.8 24
Orlando 4.5 25
Washington, DC 4.0 26
Canada 3.0  
Virginia Beach 0.2 27
Houston -1.7 28
 


HIGHLIGHTS
Marketing campaign wins award!
The groundbreaking collaboration between Tourisme Montréal and Tourism Toronto for "It's OK to Cheat on Your City" has been recognized by the Tourism Industry Association of Canada! The campaign, which employed mobile confession units where residents of each city could reveal their secret desire for the other, won Marketing Campaign of the Year at TIAC's Tourism Summit on November 2. Our thanks to everyone who contributed to the project.

Toronto Magazine is the best
Toronto MagazineAt the recent Ontario Tourism Summit, Tourism Toronto's Toronto Magazine won the Best Tourism Printed Collateral Material Award! The annual, glossy print publication positions Toronto as a sophisticated, cosmopolitan destination and is designed to excite potential visitors and encourage them to do more while here. Available in Air Canada lounges and hotel rooms across the region, it can also be viewed on TT's website. Congratulations to everyone who worked on the project!

Holiday Campaign
Holiday in TorontoThe Tourism Toronto Holiday campaign launched November 1, investing $960,000 on the campaign with the expectation that visitors will be inspired to visit Toronto for a holiday weekend escape. Using radio, magazine, newspaper, TV and online tactics the campaign targets potential visitors from London, Kingston, Ottawa and across Ontario.

Game on
On October 17, TT and the Canadian Tourism Commission hosted a select group of Minneapolis-area association meeting professionals at the Minnesota Vikings vs. Dallas Cowboys NFL football game. All involved enjoyed a rare Vikings win and dubbed Toronto "the good luck charm" for their team. The U.S. Association sales team will continue to use these high profile in-market events as a part of our strategy for continuing to develop this important market.

Latin American press tours
Tourism Toronto welcomed two press tours at the end of October. From Mexico media outlets included In Style Magazine Mexico (252,000+ readers monthly), 4 Vientos (upscale travel outlet - 15,000 circulation), Buenhogar (woman's travel and wellness magazine - circulation 60,000 monthly), Multipress (travel e-newsletter - 20,000 readers daily), Excelsior daily newspaper, and Tripie Editorial (news agency).

Brazilian press in town included Diario do Comercio (daily business newspaper distributed in major cities - circulation 25,000 daily), Jornal de Brasilia (daily newspaper - 177,000 circulation daily), Diario de Sao Paulo (daily newspaper - 80,000 circulation daily), and Jornal A Cidade (daily newspaper in an upscale community - 13,000 circulation daily).

Chinese relations
From Oct 14-22, TT participated in Showcase Canada in Beijing, together with several hotel and attractions members, meeting with 70 Chinese buyers during the tradeshow organized by the CTC China Office. As a result of contacts at the show, plans are now in place for winter fam trips and sales promotions. Additionally, TT staff and participating members met with trade buyers from Japan, Korea and India that were also at Showcase and several business leads are currently being followed up.

At the beginning of October two Chinese media outlets were hosted by TT. Guangdong TV was here for its second shoot, this time to promote Toronto as a fall colour destination. The multiple segments on Toronto will be broadcast on Guangdong TV news channel and Mobile channel throughout November.

A husband and wife journalist team from Trends media group will feature Toronto as a honeymoon destination in National Geographic Traveler China, Trends Bride, Vision magazine and on Beijing Radio later this year.

Cultivating the independents
Toronto was well represented at the Canadian Society of Professional Event Planners (CanSPEP) Tradeshow and Conference held October 27-31. Over 40 independent meeting planners stopped by the TT booth to learn face-to-face about some of the extraordinary services TT has to offer its clients.

Halloween on Church Street draws media
TT hosted journalists from EDGE Media Network New York and Boston to experience Halloween Toronto style. EDGE is the largest network of local gay, lesbian, bisexual and transgender news and entertainment portals in the world, serving 500,000 readers from a variety of urban areas in the U.S. and beyond.

U.S. association clients see many sides of Toronto
Results from press trips hosted by TT's Media Relations team during the Toronto International Film Festival continue to roll in. The Korean Broadcasting System (KBS) took a thorough look at the city during this exciting time. KBS-TV is South Korea's premier public broadcaster with an audience of 2 million.

Ming Pao Daily News targets Hong Kong's upper-middle class and well-educated professionals and in its lengthy article showcased dining, shopping, attractions, Queen West and Niagara wineries.

On track with sport events organizers
TT's Sport sales team was joined by representatives from the hotel community at the TEAMS 2010 Conference and Expo October 19-21 in Charlotte, North Carolina. TEAMS is one of the world's leading conferences for the sport event industry and TT conducted 30 face-to-face scheduled appointments, producing 20 potential leads. The event also featured a number of networking opportunities to connect with over 1,000 attendees including 250 rights holders and industry leaders.

WHAT'S NEXT
Please join our holiday celebration
Over 400 industry colleagues have already registered for Tourism Toronto's holiday event and we want to make sure you're among them, so if you haven't yet, please register here, now. This year's beneficiary of your generous contribution of $5.00 is the Fort York Food Bank, an organization that helps the community year-round, but serves an even greater need at holiday time. To say thank you for your contribution, a complimentary drink ticket will be provided. We look forward to seeing you at the Metro Toronto Convention Centre on December 13!

Face-off with sport events leaders
TT's Sport sales team will be a significant player at the Coaching Association of Canada - Petro Canada Sport Leadership Sportif conference in Ottawa at the end of November. Toronto was selected to host the conference in November 2011, so this year TT will hold a high-profile closing day reception to encourage participants to come to Toronto in 2011.

European media mission
TT's Media Relations team heads to Europe for a jam-packed media mission from November 5-17. The main events are London's World Travel Market and the British Guild of Travel Writers annual dinner, then it's on to Frankfurt, Berlin and Paris for appointments with top media in those markets.

Raising Toronto's profile in D.C.
TT will be the new Platinum Sponsor of PCMA's Capital Chapter annual meeting on November 18. This event draws several hundred top people from the Washington, D.C. meeting community and is an ideal opportunity to educate attendees about what's new in Toronto and network with past, present and future business partners throughout the evening.

If I were a rich client
On November 25, TT along with 20 members will host approximately 80 Canadian association clients for dinner at the National Arts Centre followed by an evening of musical theatre with Fiddler on the Roof. These in-market events are a mainstay of our tactical platform to initiate, develop and sustain client relationships that continue to result in business opportunities for the community.

Where the world meets
TT's International MC&IT sales team is preparing for the EIBTM tradeshow in Barcelona at the end of November. The show is one of two annual industry events that attracts clients and suppliers from every corner of the globe. Joining us in the Toronto area of the Canada booth will be five TT members and we expect to meet with over 100 clients over the three days. As well, TT is hosting an exclusive client event one evening and will participate in the CTC Canada event on another evening where over 100 clients are expected.

Financial industry planners meet in Miami
The U.S. Corporate sales team is heading to Miami to take part in the Financial & Insurance Conference Planners (FICP) annual conference mid-November. This event brings together over 800 meeting planners and suppliers in the financial and insurance industry from around the world. Toronto hosted this conference in 2009 and TT will continue building on the exposure and relationships established during that time.

Listing opportunity for members
Tourism Toronto is pleased to offer members an opportunity to submit listings for inclusion in Direction Ontario's French-language travel resource guide, L'Ontario en français. The Toronto section will consist of 18 pages including an overview, suggested itineraries and member listings. There is no cost to participate. Please click on the following link to submit your listing: www.directionontario.ca/registration.cfm. Only 250 listings will be accepted into the travel guide on a first come, first served basis. If you need assistance, please contact Paulette at Direction Ontario toll free at 1-877-684-6673 ext. 101 or by email at info@directionontario.ca.

Upcoming Meetings & Conventions (600+ Delegates)

Dates Meeting/Group Name Attendees
Nov 9-13 University of Toronto - CIS Men's Soccer 1,000
Nov 9-14 Canadian Chiropractic Convention 1,500
Nov 22-25 The TDL Group Corp. Fall Regional Meeting 1,200
Nov 28-Dec 6 BMO Skate Canada Eastern/Western Challenge 2,000
Nov 30-Dec 6 National Coalition of Black Meeting Planners 600
Dec 2-6 Youth Specialties - Youth Workers Conference 800


MEMBER FOCUS
Funding for projects that improve accessibility
Ontario's Accessible Customer Service Standard will come into effect for businesses on January 1, 2012 and many of our members will need to be compliant with the requirements. The federal government is offering funding for projects that improve accessibility, remove barriers and enable Canadians with disabilities to participate in and contribute to their communities. The deadline for applying for financial assistance from the Enabling Accessibility Fund is January 13, 2011. For more information and to find out if your business qualifies, please check the government's website.

Welcome Tourism Toronto's Newest Members

Attractions
Waterfront Blues

Meeting Services
Peter and Paul's Baskets & Gifts Inc.

Restaurant & Nightlife
Jack Astor's Brampton


Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Nov 10-30
JUNO Sole: Celebrating 40 Years of the Juno Awards
Bata Shoe Museum

Nov 11
John McLaughlin & 4th Dimension
Koerner Hall

Nov 11-20
Cinderella - National Ballet
Four Seasons Centre

To Nov 14
Royal Agricultural Winter Fair
Exhibition Place

Nov 14
Words of Art
McMichael Canadian Art Collection

Nov 19
Honeymoon Suite
Rose Theatre

To Nov 20
Death of a Salesman
Soulpepper

Nov 20-Apr 3, 2011
Maharaja: The Splendour of India's Royal Courts
Art Gallery of Ontario

Nov 20
Undisputed Warriors
Hershey Centre

Nov 21
Santa Claus Parade
Start Christie Pits

Opens Nov 26
Tim Burton Exhibition
TIFF Bell Lightbox

Nov 27
Women's Blues Revue
Massey Hall

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

WHAT THEY'RE
SAYING
"God created the maharajas so that mankind could have the spectacle of jewels and marble palaces."

— Rudyard Kipling
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TOOLKIT
EVENT CALENDAR

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TOURISM TORONTO 2011 BUSINESS PLAN

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TORONTO
INSIDER
Did you know? The word raj, used to describe the British rule in India, comes from the same word as maharaja; maha means great, raja means king.
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.