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TOURISM NOW
TOURISM NOWSEPTEMBER 23, 2009

Photo: Nuit Blanche - www.torontowide.com


IN THIS ISSUE - HIGHLIGHTS

  • Media coverage coups (USA Today, Caras, EXTRA! and much, much more)
  • Midwest client business development
  • Two major influencers in town
  • CTC initiative

TOURISM SNAPSHOT
The Ontario Ministry of Tourism's website is a rich resource for reports and tools geared to the travel and tourism industry. Historical statistics and facts, the business outlook for the accommodation sector, characteristics of niche travel markets and tools for calculating the economic impact of tourism can all be found online, free of charge.

One particularly useful product for marketing purposes is eTAMS. It is a tool that draws on the database of the Travel Activities and Motivations Survey (TAMS), a major study that identifies existing and potential travel markets in North America and provides information such as place of residence and demographics. Using eTAMS, you can find answers to specific questions like: "How many people in (specific region) play golf (or go to the ballet, or eat at high-end restaurants, or go hiking) when travelling, what are their characteristics and how do I reach them?"

eTAMS can be found on the Ministry of Tourism's website along with other useful tools and resources.


HIGHLIGHTS
USA Today, Tomorrow the World
With circulation of 2.1 million for the print version and 9.5 million visiting the website every month, having Toronto featured prominently in USA Today is a great coup. Working with TT's Media Relations team, the visiting writer focused on TIFF in her article and highlighted Toronto's understated sophistication and multiculturalism with a photo gallery to bring it all to life.

Extra! Comes Back for More
Extra! TV from the U.S. was once again drawn to Toronto by TIFF and took time out of their film and party schedule to join the TT Media Relations team and tape spots in and around the city. The Toronto segments aired throughout the festival on this nationally syndicated entertainment show with a viewership of 4 million and 6.5 million visitors monthly to its website.

Massive Fashion Spread Features Toronto
Toronto and several of our members are fabulously featured in the upscale magazine, Caras (Chile edition) this month. TT's Media Relations team hosted an editorial and photography team from the magazine that was sent on assignment to produce a special fashion edition highlighting Toronto and all that the city offers. The August 29 issue is almost entirely dedicated to Toronto with numerous photos featuring sumptuous locations around the city, as well as editorial. (72 pages, including about 150 photos in all!) Caras is an upscale lifestyle and fashion magazine distributed to affluent readers throughout Chile, primarily in Santiago.

First Down
On September 3, TT hosted a dozen high-value association and corporate clients in a suite at Chicago's Soldier Field for pre-season NFL action between the Chicago Bears and the Cleveland Browns. These clients represented more than 50,000 room nights in prospective, tentative and definite business for the community. Clients in this important Midwest market continue to report the usefulness of intimate events like this that allow them to develop deeper relationships with us and our members, and we look forward to reaping the rewards of this kind of business development.

Reaching Mexico
Representatives from TT's Media Relations and Leisure Trade teams attended Canadian Tourism Commission's Conozca Canada Trade and Media event in Mexico City, September 8-10. The event brought together Canadian tourism industry suppliers with 55 key Mexican tour operators and media outlets. Short-term business to Toronto has been affected by the recently imposed visa requirements for Mexicans travelling to Canada, so making contact with tour operators and members of the media was more important than ever. However, trade representatives were optimistic that the visa requirements will have less of an impact in 2010 and beyond as the process becomes simplified.

In addition, as a result of a recent press trip hosted by TT, a story was published in one of Mexico's major daily newspapers, El Universal that reaches 300,000 readers in print and a potential 3 million visitors online.

Curling Our Way Around China's Hearts
In anticipation of the 2010 Winter Olympics, the CTC has devised Connecting with Canadians, a program that invites elite athletes and their families from overseas markets to spend a week in a region of Canada with the goal of creating media buzz in their home country. TT's Media Relations team hosted the World Championship-winning Chinese women's curling team and a TV crew from the country's national broadcaster from September 10-14. The Women's Curling Team is quickly gaining popularity in China as they have recently won a world championship in a sport that is very new to China.

Canada Went LIVE
A new event, Canada Live (AKA "090909"), hosted by the CTC provided strategic national and event partners the opportunity to interact with more than 500 clients in seven key cities in Europe and North America. Sales teams in New York, Washington, D.C., Chicago, Minneapolis, Dallas and San Francisco participated in a simultaneously occurring, educational game show designed to test knowledge of Canadian destinations and ultimately reward one winner a trip for two to the 2010 Winter Olympic Games in Vancouver. At the same time, clients in London, England enjoyed a sophisticated evening at the Canadian Embassy following which the TT International team conducted sales calls to prospective clients in the association and corporate/incentive markets in London, Dublin, Amsterdam, Utrecht and The Hague. New opportunities were uncovered which translate to 15,000 potential room nights.

Influencing the Influencers
TT's Media Relations team recently hosted two highly influential traditional and social media gurus. Peter Shankman is an entrepreneur, author, speaker, and marketing pundit for several international news channels, including Fox News, CNN, and MSNBC, who experienced a vibrant Toronto for four days during the film festival and sent out regular updates to his 50,000+ followers on Twitter about his experience. Emmy award-winning travel guru Peter Greenberg was in Toronto September 7-9 taping his radio show from the destination including a variety of Toronto industry professionals who were guests on the show. The Peter Greenberg radio show broadcasts nationally each Saturday from 10 a.m. to 1 p.m. around the U.S. and on XM/Sirius Radio (channel 158). The Toronto show will air Saturday, September 26.

Leveraging TIFF for Travel Media Opportunities
The Toronto International Film Festival is one of the most prestigious film festivals in the world. As such, Tourism Toronto's Media Relations team, along with TIFF, was able to attract more than 30 travel writers from across the globe including Germany, China, Korea, U.S., and the U.K. While here, travel writers also experienced unique dining, "made in Toronto" film and entertainment tours and attractions that the city offers year-round.

TT Hosts Latin American Media
In August, Toronto was featured in the top business and financial newspaper and website in Argentina, El Cronista Comercial. In an article titled Toronto also has its Soho, the writer expressed surprise at the beautiful historic districts, vibrant city life and beaches to be found in Toronto. The publication is circulated to 60,000 educated, sophisticated readers.

Two of the top daily newspapers in Mexico visited Toronto September 9-20 during TIFF. The entertainment reporters for Reforma newspaper (circulation 400,000) as well as El Universal (circulation 300,000) were in town covering Toronto and the festival with daily reports fed back to their readers.

A Brazilian press tour enjoyed Toronto's attractions, TIFF, a day tour to Niagara Falls and more from September 14-18. The group included six top travel writers who represent major daily newspapers, a magazine and a national website including Correio Braziliense (Estado de Minas), Zero Hora, IG, Terra, Viaje Mais and Próxima Viagem.

The Way to a Government's Heart Is Through Its Stomach
September 10 was "government day" at the provincial government offices in Toronto. In a bid to persuade the 100 Ontario Ministry meeting planners in attendance that Toronto is the right choice for government meetings, "sweet temptations" were in abundance. Supported by Tourism Toronto, a group of government segment hotel sellers and non-hotel venues wooed the meeting planners with chocolatey Toronto-style hospitality.

Toronto Islands the Envy of Chicago
As a result of a recent media visit that TT's Media Relations team hosted, a story on Toronto's waterfront delights appeared in the Chicago Sun-Times. The print version reaches 312,000 readers while the online version has 2.5 million visitors per month.

WHAT'S NEXT
India Calling
The Canadian Tourism Commission is planning to hold a Showcase Canada B2B event in India so Canadian sellers can meet with key qualified Indian agents and tour operators. The dates are not firm yet but would be in February 2010. Full day B2B events in both Delhi and Mumbai are planned, so this will be an opportunity to see at first hand the huge potential that the Indian market represents and to fully engage with qualified Indian agents. Inquiries should be directed to Derek Galpin, Managing Director - China & India, CTC at galpin.derek@ctc-cct.cn.

A Beautiful Day for Client Development
Thirty high-value association clients who Still Haven't Found What They’re Looking For will experience the U2 concert in Washington, DC on September 29. TT continues to build on the strategy of involving clients and members in these hot-ticket events that provide unparalleled access for developing new and existing opportunities in the Name of Love for Toronto and region.

Upcoming Meetings & Conventions (1,000+ Delegates)

Dates Meeting/Group Name Attendees
Sep 20-28 American Bar Association - Taxation Section 1,000
Sep 28-Oct 5 Canadian Tire Dealer Convention 1,000
Sep 30-Oct 9 APICS - Association for Operations Management 3,000
Oct 2-6 Shoppers Drug Mart - Toronto Pharmacy Conference 1,000
Oct 9-18 American Association of Oral & Maxillofacial Surgeons 4,000
Oct 18-25 Canadian Wind Energy Association 1,200
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


PEOPLE & PLACES
Radisson Plaza Mississauga recently celebrated its grand opening. Located on Derry Road East, the hotel has a Viennese rococo theme, with opulent marble and gold décor coupled with the technical bells and whistles the business traveller expects. Congratulations to Nick Kochhar, General Manager and VP, and staff.

MEMBER FOCUS
World Tourism Day
In celebration of World Tourism Day, Ryerson's Ted Rogers School of Hospitality and Tourism Management is hosting a mini-conference on How to Leverage Cultural Diversity to Enhance Profitability on Thursday, September 24. The invitation is here and details and registration are here.

HAFA/HTM 40th Anniversary Celebrations
The School of Hotel and Food Administration/Hospitality and Tourism Management, University of Guelph is celebrating its 40th anniversary with a weekend of celebrations from Friday, September 25-Sunday, September 27 in Guelph. Alumni are invited to come out and enjoy this milestone event with fellow alumni and industry colleagues. Click here to view the weekend's itinerary and to register.

Annual Symposium
The Culture & Heritage Institute of Centennial College is holding its Symposium on Cultural & Heritage Tourism October 7-9 at historic Fort York. This year's theme is "Sense of Place and Heritage Trails: Realizing the War of 1812 Bicentennial." Details and registration are here.

Save the Date
Tourism Toronto invites you to save Tuesday, December 8 to celebrate the holiday season with us. Location: Metro Toronto Convention Centre. Keep an eye on your inbox for your invitation!

Welcome Tourism Toronto's Newest Members
Accommodations
Bloor-Yonge Guest House

Attractions
Hershey Centre SportZone
MZTV Museum of Television
Toronto Mendelssohn Choir

Meeting Services
10tation Event Catering
Altitude Concepts
DMCi - Destination Management Canada Inc.
FOS Decor Centre
Fourth Wall Events
PMC - Production Management Canada

Restaurants
Blowfish Restaurant & Sake Bar
Napoca Restaurant

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
Sep 26-Jan 3
Vanity Fair Portraits
Royal Ontario Museum

Sep 26-Jan 3
Edward Steichen photography
Art Gallery of Ontario

Sep 27
Scotiabank Toronto Waterfront Marathon
Nathan Phillips Square (start & finish)

Sep 27
The Word on the Street
Queen's Park

Opens Sep 29
Shut Up and Show Us Your Tweets
Second City

Opens Oct 1
True Love Lies
Factory Theatre

Oct 1-4
Fall Home Show
Better Living Building

Oct 3
Scotiabank Nuit Blanche
Various locations

Closes Oct 12
Sharks at Stingray Bay
Toronto Zoo

Oct 16-18
Beach Studio Tour
Various locations

Oct 18-24
Toronto International Flamenco Festival
Queen Elizabeth Theatre

Oct 20-25
Stomp
Canon Theatre

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

WHAT THEY'RE
SAYING
"There's too much to see in one night. So make a plan, and have your Starbucks card recharged and ready to go."

— From "Toronto's Nuit Blanche, an all-night art fest" - Coastal Living, September 2008
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2008 ANNUAL REPORT
TORONTO
INSIDER
Did you know? The number of exhibition artists participating in Nuit Blanche has grown from 64 in 2006 to 280 in 2009.
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.