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TOURISM NOW
TOURISM NOWOCTOBER 13, 2010

Photo: Fall foliage, www.torontowide.com


IN THIS ISSUE - HIGHLIGHTS

  • First Nations will meet in Toronto in 2012
  • Luxurious media coverage
  • Sporting event win
  • Virgin America promotion
  • Free listing opportunity for members

TOURISM SNAPSHOT
As can be seen in the chart below, Tourism Toronto's Visitor Survey has found that an increasing percentage of visitors intend to return to the city for pleasure within the next two years. Numbers have increased significantly for all types of visitors when comparing the first half of 2010 to the first half of 2009, suggesting visitors find Toronto an inspiring getaway that invites repeat visits.

Intention to Return to Toronto for Pleasure in Next Two Years

Tourism Toronto's Visitor Survey

Source: Tourism Toronto Visitor Survey


HIGHLIGHTS
First Nations to celebrate in Toronto
2012 will be a big year as the Chiefs of Ontario Office, in partnership with Tourism Toronto, will host the Assembly of First Nations' 42nd Annual General Assembly and the 14th National Chief Election in Toronto. This event, coinciding with the 200th anniversary of the War of 1812, is an opportunity for Canada's Chiefs to honour, celebrate, and showcase the many contributions that First Nations people have made over the last 200 years. The event is expected to draw 3,000 attendees and result in approximately 5,400 hotel room nights.

Luxe Toronto
Modern Luxury is a chain of magazines in upscale markets across the U.S., and Toronto has been featured in a number of them since TT's Media Relations team hosted a writer on a recent visit. The five-part "Toronto Weekender" series covers new luxury hotels, the art scene, restaurants, nightlife and West Queen West in print and online versions in Washington D.C., Manhattan, Atlanta, San Diego, Orange County, Hawaii and Miami.

Gliding to victory
Tourism Toronto, with assistance from the City of Brampton, succeeded in winning the bid to host the BMO Skate Canada Synchronized Skating Championships in Brampton in 2011. This premier event will bring 1,000 skaters from across the country to Brampton and the Powerade Centre and approximately 1,500 room nights to our hotel community.

Canadian association conference nets leads
TT's Association Account Directors, along with 12 TT members, attended the CSAE National Conference Showcase held during its convention in Quebec City September 23-25. The TT booth was a hot spot with over 200 visitors through in four hours, which is one client per minute! Two significant leads were generated for 2013 totalling over 4,000 hotel room nights and another for 2011 for 1,200 room nights, with a number of other inquiries as well.

International sales activities
From September 23-25, TT and several partners hosted the third PCMA International Summit. This year's event saw approximately 50 key international meeting planners and a select group of non-North American industry vendors come together to brainstorm around the challenges facing the global meetings industry today. Toronto continues to rate well within the highly competitive international planning community as a destination that is easily accessible and cross-culturally appealing.

TT's International Corporate team had a successful sales mission in Toronto's #1 non-North American market, the United Kingdom. Five days of agency visits in and around London were capped off with a client event hosted by the Canadian Tourism Commission and several Canadian partners, including TT. The trip served our continued efforts to bring in new international clients and also to build awareness of the destination in this very important business market.

Brussels, Tel Aviv and London were the sites for more sales activities from September 20-24 as TT, the CTC and other Canadian partners, hosted networking events in Brussels and London, focusing on the international association, corporate, agency and professional convention organizers. The sessions incited much interest in Toronto as a choice destination for conferences and incentives trips. A sales presentation at the Kenes International procurement office in Tel Aviv was well-timed, coming on the heels of a very successful congress of the ICS-IUGA 2010 held in Toronto, and managed by the Kenes project team, whose testimonials of their Toronto experiences placed the city top of their lists for future conferences.

Promotion invites locals to talk up their city
TT has teamed with Virgin America and the San Francisco Convention and Visitor Bureau to stage a promotion that invites Torontonians and San Franciscans to submit their concept of an ideal visitor itinerary that digs into the corners of their respective cities to showcase hidden gems and off-the-beaten-path boites. Targeted at young urbanites, the contest is being hosted on Torontoist and SFist, and among other prizes, winners get to see a private concert with Broken Social Scene on October 31.

Toronto is on Argentina's gaydar
Imperio is the only magazine in Argentina aimed at the LGBT reader and Toronto is featured in their latest issue, thanks to a media visit hosted by TT. Imperio has a circulation of 10,000.

Recon in L.A.
On September 22, TT attended the National Black MBA Association's (NBMBAA) 32nd Annual Conference in Los Angeles. This was an important event to attend as the NBMBAA has over 8,000 members and is one of the largest African-American conferences in the U.S.

Mexican press trips
TT's Media Relations welcomed journalists from Mexico in early October on several individual media visits including El Universal newspaper's travel editor and photographer. El Universal is an influential daily Mexican newspaper with more than 300,000 readers and more than 3 million unique visitors to the online version each month. Also, writers for Golf + Spa and Bleu + Blanc magazine were in town, the latter working on a "Cool in Toronto" feature. Both are upscale publications catering to affluent travellers.

SAO in high demand
The TT Sport Sales team, along with 18 members, hosted the highly-anticipated fourth annual tradeshow and luncheon at the Sport Alliance of Ontario (SAO) facility, where more than 25 different provincial sport organizations are headquartered. A range of TT members participated and the event generated significant hotel room night leads as the team met just over 80 key decision makers for sport events in Ontario.

Nuit Blanche draws media
The first of many results to come from the Media Relations team's Arts & Culture Press Trip in early October is an advance piece from the popular travel site LowFares.com. "Nuit Blanche: Toronto's All-Night Art Party," reached an audience of over 2 million.

Meeting planners peer into the future
Showcasing the latest event hot spots is a key component for having meeting planners continue to book their events in Toronto. So with that in mind, in early October TT's Canadian Corporate and Ontario Association Sales teams took a group of over 25 clients from sectors such as provincial associations, IT, financial and insurance on a tour of some of the newest venues in the city. A few of the stops during the day were hard hat tours of the Ritz Carlton Toronto - scheduled to open in early 2011 - Hotel Le Germain Maple leaf Square - opening in November 2010 - and the brand new TIFF Bell Lightbox.

WHAT'S NEXT
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. Submissions are due October 20 and 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.

Taking the Toronto sports message on the road
The Tourism Toronto Sport Sales team will be joined by the Fairmont Royal York and Toronto Marriott Eaton Centre representatives at the TEAMS 2010 Conference and Expo October 19-21 in Charlotte, NC. One of the world's leading conferences and expos for the sports event industry with a robust tradeshow of more than 300 suppliers selling to approximately 250 sports rights holders. TT will have pre-arranged face-to-face appointments with event organizers and industry leaders, attend education sessions and network with over 1,300 attendees.

Getting in the game
On October 17, TT and the CTC will host a select group of Minneapolis-area association meeting professionals at the Vikings vs. Dallas Cowboys NFL game. These clients represent business in all stages of the sales cycle and the event presents an important opportunity for furthering relationships and gaining additional insight on what it takes to win future business for our community.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Oct 15-19 American Society for Bone & Mineral Research 5,000
Oct 20-24 Ellison Travel & Tour - Toronto DramaFest 2010 1,000
Oct 21-23 Ontario Physical & Health Education Association 1,000
Nov 6-13 Ontario Nurses Association 1,000
Nov 9-13 University of Toronto - CIS Men's Soccer 1,000
Nov 9-14 Canadian Chiropractic Convention - Convention 1,200
Nov 10-15 Ontario Non-Profit Housing Association 1,500


PEOPLE & PLACES
Dianne Young, CEO of Exhibition Place, was awarded the "Inaugural Outstanding Achievement Award" by Sustainable Buildings Canada for her ongoing commitment to environmental sustainability at Exhibition Place. This prestigious award was presented as part of the Annual Green Building Festival in Direct Energy Centre on September 22. Congratulations!

INDUSTRY EVENTS
On October 19, more than 1,500 entrepreneurs, prospective entrepreneurs and small business owners will attend Enterprise Toronto's 10th annual Small Business Forum. With a focus on finding and keeping new customers, the day-long event features a line-up of savvy speakers, a sold out tradeshow, a DemoCamp and a Digital Zone for attendees to try out new business technologies and social media tools. The evening program features presentations from some of Toronto's most exciting entrepreneurs and will end with a keynote from serial entrepreneur and venture partner, Austin Hill. Check here for the full event program.

CONCIERGE DESK

This month's hidden gem from Les Clef's d'Or is by:
Ronaldo Breton
Concierge
The Hazelton Hotel
Treasurer - Ontario, Les Clefs d'Or Canada

Hidden Gem - The Textile Museum of Canada
The Textile Museum of Canada is a hidden gem that is bound to bring a smile to your face. Located at 55 Centre Avenue, one block east of University Avenue and south of Dundas Street West, this museum moved here in 1989, as it grew from a modest room in Mirvish Village.

As soon as you step into the museum, a front desk volunteer provides you with all the information you need to have a positive experience. The museum offers a wide variety of exhibitions ranging from its permanent collection to contemporary shows by Canadian and international artists.

Start your visit of the museum by taking the elevator to the third floor. The East and West galleries are guaranteed to astound you with something you didn't expect to see. The current temporary exhibit is called "Person Place Thing" and has been extended until October 17. The "Skin & Bone" portion of that exhibit by David R. Harper, will make you take a step back in amazement, and "Stumble" from Stephen Schofield, will likely have a similar effect on its visitors.

Another incredible piece is from the internationally acclaimed artist, Lia Cook, called "Faces and Mazes." Cook uses an electronic jacquard hand-loom to weave portraits that dissolve into continuously changing maze-like patterns. The results are very impressive.

The East Gallery on the second floor might be considered a textile discovery room. Another temporary exhibit, "Drawing with Scissors: Molas from Kuna Yala," which runs until Feb 13, 2011, may make you look at textiles in a whole new way. The women's blouses from the Kuna people that live on the small islands just off the Caribbean coast of Panama are called mola. They are panels constructed from multiple layers of coloured cloth and pictorial patterns done in reverse appliqué and embroidery. The complex technique uses the simplest technology: needles, thread and scissors.

The Fibrespace Room, also known as the educational gallery, is the museum's hands-on area, where you can test your rug-hooking skills or try your hand at weaving your own textiles.

Don't miss the unique gift boutique tucked away on the second floor. There you will find a selection of one-of-a-kind home décor items as well as fashion accessories, bags, modern and traditional textiles, craft papers, unique cards and a large selection of textiles and textile-related books that you can take home with you.

A visitor favourite is no doubt the permanent collection gallery with its display case area that emphasizes the diversity of textile objects from various cultures. The Textile Museum's collections span over 2,000 years and showcase more than 12,000 objects from over 200 countries and regions! In other words, there’s no shortage of something new to discover, as you leave the museum with a whole new understanding about the marvelous world of textiles!

www.textilemuseum.ca

MEMBER FOCUS
New Member Orientation
Member Care will hold an informative orientation session for new members at the end of October, so please keep your eyes out for the invitation coming soon.

Welcome Tourism Toronto's Newest Members

Attractions
Brampton Classic Cars

Meeting Services
Frontier Team
Mediaco

Restaurants
Mildred's Temple Kitchen

Transportation
Limo 9

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Oct 14-17
Ski, Snowboard & Travel Show
Better Living Centre

Oct 15 & 16
Danny Michel
Glenn Gould Theatre

Oct 16-Nov 6
COC's Death in Venice
Four Seasons Centre

Oct 17
Toronto Marathon
Start - Mel Lastman Square

Oct 20-Nov 28
Wicked
Canon Theatre

Oct 20-30
International Festival of Authors
Harbourfront Centre

Oct 22-Nov 7
Toronto Chocolate Festival
Various locations

Oct 22-25
Dalai Lama visit
Various locations

Oct 23
Toronto International Flamenco Festival
Queen Elizabeth Theatre

Oct 23-24
The Franchise Show
Toronto Congress Centre

Oct 23 & 24-30 & 31
Boo at the Zoo
Toronto Zoo

Oct 24-31
Halloween on Church Street
Church-Wellesley Village

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

WHAT THEY'RE
SAYING
"Cool yet fresh conditions make autumn a great time to visit the Canadian city, so wrap up warm and head for a brisk stroll along the iconic waterfront."

— from "Star Break: Toronto" Sunday Express U.K.
MEMBER
TOOLKIT
EVENT CALENDAR

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TOURISM TORONTO 2011 BUSINESS PLAN

TOURISM TORONTO 2009 ANNUAL REPORT

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TORONTO
INSIDER
Did you know? When restoring the Winter Garden Theatre, 5,000 branches of beech leaves were harvested, preserved, painted, fire-proofed and suspended from the ceiling.
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.