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TOURISM NOW
TOURISM NOWOCTOBER 7, 2009

Photo: Allstream Centre (artist's rendering)


IN THIS ISSUE - HIGHLIGHTS

  • Toronto wins World Pride 2014
  • Travel writers gather in Guadalajara
  • TT wants items for social media efforts
  • Aiming at the sport event market

TOURISM SNAPSHOT
The Toronto Alliance for the Performing Arts (TAPA) recently released its Stats Report Phase Two, which provides information about the Toronto performing arts industry, based on a survey conducted earlier this year. The report also includes a few statistics and statements relevant to the tourism industry. For example:
  • The performing arts offered by TAPA members are clearly a draw for audiences living outside the city of Toronto. This is evident because TAPA members report that on average, nearly one quarter (22%) of their audience members are from outside the city of Toronto. This is consistent with findings from 2005-06.
  • Also consistent with 2005-06, TAPA members report that, on average, 4% of their audiences are from outside of Canada.
  • 28.8% of visitors to Toronto attended "cultural activities" including plays, festivals, concerts and museums/galleries according to a 2007 Statistics Canada finding.
TAPA represents nearly 200 professional theatre, dance and opera companies in Toronto. The full report is available here.


HIGHLIGHTS
World Pride 2014
Tourism Toronto, in partnership with Pride Toronto, as part of a bid team that included Toronto Police Service and sponsor TD Bank, was successful in landing World Pride for Toronto in 2014. The win was announced at InterPride's conference in St. Petersburg, Florida this past weekend, where representatives of the bid committee were in full force, demonstrating the community's support for the bid. The event is expected to boost attendance at Toronto's already vibrant Pride Week by tens of thousands and internationally enhance the city's reputation as a welcoming and inclusive tourism destination.

Travel Writers Gather in Guadalajara
From October 8-11, TT's Media Relations team participated in the annual Society of American Travel Writers conference in Guadalajara, Mexico. Hundreds of travel writers, editors, broadcasters and freelancers from throughout the U.S. and Canada gathered for a media marketplace as well as professional development sessions and networking opportunities throughout the conference where TT made many new media contacts.

Promoting a Winning Destination
Tourism Toronto's Sports sales team, along with two member organizations, put their best sport foot forward at the TEAMS 2009 Expo in New Orleans. Over 1,300 people were in attendance for the three-day conference from October 13-15, that included educational sessions, a tradeshow with targeted appointments and networking receptions. TT showcased the GTA's state-of-the-art sport facilities, accommodations, sport services and how Toronto is a vibrant and welcoming destination in which to celebrate human potential, spirit and achievement.

TT Is Sociable
Tourism Toronto has an ever-growing presence on various social media outlets such as Twitter, Facebook, YouTube and Flickr and we are always looking for input and fodder for our postings so we can tell Toronto's story better. We invite members who have exceptional videos or photos that showcase Toronto or who wish to follow or "friend" us, to please get in touch. Either make contact through the outlet or via toronto@torcvb.com.

More Mexican Journalists Take in TO
At the invitation of TT's Media Relations team, a freelance travel writer and photographer from Mexico was in Toronto exploring the destination October 5-12, for upcoming stories. He contributes to Reforma newspaper, as well as Aeromexico's in-flight magazine, Escala, and LanChile's in-flight magazine, In.

From October 14-18 a travel writer and photographer from Mexico was in Toronto covering the "green" side of the city for Reforma newspaper as well as what's new and hot for Travel + Leisure magazine out of Mexico.

Bono & Boys Enable Networking
On September 29, TT's Washington, D.C. sales team hosted a select group of high-value association clients at the U2 concert. With a birds-eye view of the spectacular show, these 24 clients enjoyed an exclusive experience and relationship building opportunity. Aggregately these clients represent over 160,000 hotel room nights in prospective and tentative future business for Toronto.

Detroit Radio Host Talks Up Toronto
A WJR Radio host paid a visit to Toronto from September 27-30 to tape segments for an upcoming show on things for his listeners to see and do in Toronto this fall and winter. WJR Radio is the #1 rated radio program in Detroit, also heard throughout Michigan, Ohio, Indiana, Illinois and parts of Canada.

Aiming Higher
From September 28 to October 2, Tourism Toronto and luxury hotel partners were in California promoting the city to meeting planners who specialize in higher end corporate meetings and incentives. Evening events were held in Laguna Beach and San Francisco and as the clients enjoyed Niagara wines, they learned about all of the activities, experiences and luxury brand hotels that their groups can experience in Toronto.

TT's Media Relations team hosted a luxury-themed press trip October 1-5 highlighting Toronto's upscale experiences including accommodations, restaurants and chefs, theatre, shopping and culture. Publications represented on the trip included Good Life Connoisseur, Lifestyle and Placeres magazines as well as the Buffalo News and EFE, the fourth largest news agency in the world.

German Media Coverage
Two separate visits by German freelance writers co-hosted by TT, have begun to bear fruit. A five-page article appeared in DB Mobil magazine's September issue. DB Mobil is read by travellers on Deutsche Bahn, Germany's national railway company and has a circulation of 510,000. The article has equivalent advertising value of approximately $128,000. As well, this article, the fourth from the writer, appeared in Berliner Morgenpost Online, a regional daily newspaper covering politics, economics, sport, travel and technology.

Two-Wheelers Take to TO
VirtualTourist.com recently released its Top Five Places for Bicyclists and Toronto is fourth on the list! Our "intricate bike path system allowing those on two wheels to ride for hours without interference from motor traffic" is cited as the reason for the recognition. Toronto is in good company as Paris, France, Munster, Germany and Italy's Emilia Romagna Region all made the list.

Family Fun for China
TT recently hosted the China Travel Channel, in partnership with OTMP, who were here exploring family fun in Toronto. The China Travel Channel is the only satellite travel and lifestyle channel in China, and reaches 350 million viewers. At least two episodes featuring Toronto will be broadcast this fall.

Sweet Victory!
On September 29, the TT Sports group teamed up with 18 members to increase business in the sport market at the Sportalliance of Ontario Tradeshow. The tradeshow reached out to 90 Provincial Sport Organizations (PSOs) who learned more about Tourism Toronto sport services and the different member organizations who provide services to sport events. The newly instituted "Tell us about your Event" enabled the team to capture new opportunities and challenged PSOs to engage us in all their tournaments, conferences and events.

Western Canadians Urged to Explore TO
A recent visit by the Winnipeg Free Press resulted in a glowing article about the breadth of activities and attractions on offer here. The Free Press print circulation is 119,000 and the online version receives over 13,000 unique visitors per month.

We're OK by Them
A two-page article in OK! Magazine's September 21 issue positions Toronto as a cosmopolitan and friendly city welcoming Hollywood's elite throughout the Toronto International Film Festival at many of the city's hotspots. OK! Magazine features photos and celebrity news and has a circulation of nearly 600,000.

Incentive Travel & Meeting Executives
Tourism Toronto's Corporate Sales team exhibited at IT&ME, The Motivation Show in late September as a part of the CTC Canadian Pavilion in Chicago. As one of the key tradeshows for incentive programs, a good cross-section of industries were represented and many corporate and association clients stopped by the booth to hear more about our city and pass along RFPs for future business.

Earlier Press Trip Continues to Pay Off
After hosting Zink magazine during the Contact photography festival in May, coverage has continued to add up in this edgy New York-based magazine. In the September and October issues, two of Toronto's hip hotels, The Drake and The Gladstone are featured, as is the illustrious Toronto International Film Festival. Zink magazine has a circulation of 160,000 fashion aficionados, style mavens, beauty addicts and entertainment news junkies.

WHAT'S NEXT
Spicing Things Up in Montreal
Tourism Toronto and several members from the hotel community are heading to Montreal on October 29 to meet with key meeting planners from that region. The evening of hands-on cooking demonstrations will take place at a local cooking school and will provide an ideal opportunity to interact and showcase Toronto's sophisticated culinary side.

Ten-Pin Tactic
On November 4, TT's Chicago sales team will participate in PCMA's Greater Midwest Chapter annual charity Bowl-A-Thon. Scheduled to follow the chapter's quarterly educational program, which this year focuses on how associations can maximize their relationship with CVBs, this event regularly draws more than 200 Chicagoland association and third-party planners and provides an informal atmosphere to meet, greet and develop relationships that will lead to opportunities for the community.

Leafs + Sens = Opportunity
The Toronto Maple Leafs and the Ottawa Senators will be battling it out on the ice on November 17, but TT's client event will be all warm and fuzzy. The Ottawa sales team, along with 20 members, will host 80 clients at one of the key events of the year in Ottawa. TT continues to maintain an impressive share of the important Canadian association market through consistent efforts to connect with clients at signature events such as this.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Oct 12-25 Society of Manufacturing Engineers - Technology Show 10,000
Oct 20-23 Canadian Security Association 1,000
Oct 24-Nov 2 Society of Industrial & Office Realtors 1,000
Oct 24-28 VMWare - Virtualization Forum 1,000
Oct 31-Nov 9 URJ 5,000
Nov 11-16 Ontario Non-Profit Housing Association 1,500


MEMBER FOCUS
Stay Informed About Canadian Tourism
The Canadian Tourism Commission is inviting members of the tourism industry to subscribe to Canadian Tourism Commission News. The daily updates include information on CTC research and statistics, marketing programs, tourism issues, industry trends and more. Visit CTC's industry news site to view the resources available and click here to sign up for their newsletter.

Workplace Matters Panel
The Ontario Tourism Education Corporation is looking for members for their new Workplace Matters Panel. Full details about the initiative may be found here.

Celebrate Ontario
The Ministry of Tourism has announced that applications for Celebrate Ontario 2010 are now being accepted. Full details, including an Application Guide, Application Form, Community Reference Form and Questions and Answers are available on the Ministry's website at: www.ontario.ca/celebrateontario. This year, the Ministry is launching Celebrate Ontario with $11 million to help communities develop and grow great festivals and events for Ontario tourists and new and repeat visitors to Ontario. Applications submitted in person must be received by 5:00 p.m. on November 27, 2009.

Welcome Tourism Toronto's Newest Members
Attractions
Bay of Spirits Gallery

Industry Supplier
BJB Bookkeeping Services

Meeting Services
Compri Food Services

Restaurants
Baton Rouge Restaurant Eaton Centre
Olivia's At Fifty Three

Retail
Accessity
Foreign Exchange Centre - Toronto Eaton Centre
Nike - Toronto Eaton Centre
Old Navy - Toronto Eaton Centre

Transportation
Hertz Canada

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
Oct 9-Feb 28, 2010
BODY WORLDS & The Story of the Heart
Ontario Science Centre

Oct 10-Jan 17, 2010
Nunannguaq: In the Likeness of the Earth
McMichael Canadian Art Collection

Oct 19-24
LG Fashion Week
Various venues

Oct 21-31
International Festival of Authors
Harbourfront Centre

Oct 22, 24 & 25
Enbridge CN Tower Climb
CN Tower & MTCC

Oct 24-31
Halloweek
Church Street

Oct 26-29
Casa Loma Estate Ghost Tracking
Casa Loma

Nov 6-15
Royal Agricultural Winter Fair
Exhibition Place

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

Nov 8
HHOF Legends Classic
Air Canada Centre

Nov 15
Gal Costa
Massey Hall

Nov 18
Canada Raves on Motown
Glenn Gould Studio

Nov 20 & 21
Moonlight Madness
Main Sreet, Unionville

Dec 3
Buffalo Bills vs New York Jets
Rogers Centre

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

WHAT THEY'RE
SAYING
The new Allstream Centre, originally the Automotive Building, was constructed in 1929 and described by Sam Harris, then President of the CNE, as "a gem of exposition architecture."
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2008 ANNUAL REPORT
TORONTO
INSIDER
Did you know? 10,120 bolts were used in the structural steel at the new Allstream Centre.
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.