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Tourism Now - March 20, 2013
By 2010, Generation X (those born from 1965-1980) had already accounted for 21 per cent of the world’s population. The U.S. Travel Association reports that our neighbouring American Gen Xers take an average of 6.9 business trips per year and represent 36 percent of all business travellers. This group also enjoys their leisure travel, as they take an average of 3.5 trips each year and make up 31 percent of all leisure travellers. They are known as “digital travellers” because of the crucial role digital plays in their decision making - choices in travel destinations, what they do while away and how they share travel experiences are all influenced by new technology and communication. More information on tourism predictions can be found in the full article on

Source: U.S. Travel Association and
Food Network dines on Toronto
Diners, Drive-ins, and Dives, hosted by Guy Fieri, a hit show on the U.S.-based Food Network, was recently in Toronto filming six episodes about foodie spots around the city. The first of the episodes aired Monday, February 25 to an estimated 1 million households. Diners, Drive-Ins and Dives visits classic "greasy spoons" around North America and monthly viewership is over 30 million households.

Taking Toronto to Berlin
Tourism Toronto, along with member companies, recently attended the annual ITB Tourism Trade Fair in Berlin, Germany where a series of pre-scheduled meetings were held to discuss joint marketing opportunities and introduce new Toronto product to key German trade clients. Tour operators indicated that the German economy is doing well in spite of the economic challenges in other Eurozone countries. However, consumers appear cautious as advance bookings are down while late booking patterns seem prevalent for Canada.

March Break coverage
TT’s Media Relations team was out there raising awareness about the great things going on during March Break in Toronto and among the results were the Toronto Sun,, and the Windsor Star.

Toronto Sports Summit raises funds and awareness
For the sixth year in a row, Tourism Toronto was a partner with the Toronto Sports Council in the Annual Sport Leadership Summit. Designed to bring together sport event organizers and community leaders, this year’s event had several highlights:
  • Updates on the progress of the Toronto 2015 Pan/Parapan American Games
  • Reviewed the successful 2012 Ontario Summer Games hosted in Toronto
  • Developed list of events Toronto could bid for post-2015 Pan/Parapan American Games
  • Raised over $5,600 to support the new TSC Emerging Athletes Fund – a legacy of the 2012 Ontario Summer Games
Meeting planners tipped to Toronto
Toronto’s diversity and progressiveness are the focus of a feature in the March 2013 issue of Meetings Focus Magazine. The U.S.-based publication is designed as a national meeting planner's guide and includes hospitality and conference news and destination reviews.

Keeping Toronto front and centre in the U.S.
TT’s U.S. Sales team travelled to two events in March to raise awareness of Toronto as a meeting destination. Conference Direct’s Annual Partner Meeting in Las Vegas and the Envision Conference in Houston brought together hundreds of industry professionals and, alongside CTC’s Business Events Canada unit, allowed us to develop future opportunities for Toronto.

Toronto’s diversity draws Mexicans
As a result of a press tour last fall, El Universal newspaper based in Mexico published a feature on Toronto in its March 10 Travel issue. The story features our multicultural neighborhoods and diverse dining and will reach El Universal’s 300,000 readers of the print version and 3 million online visitors monthly.

TT’s Media Relations team worked with the Editor-in-Chief of Metrosource for the Toronto aspect of a piece that featured attractions and dining. Metrosource is a glossy lifestyle and entertainment magazine geared towards the modern metropolitan gay community in New York City.

Conference Direct CDX13
From April 30-May 3, Tourism Toronto’s Sales team will join Conference Direct, its top associates and customers, and a select group of industry partners in Palm Springs, California for several days of learning and business development conversations. This new event augments the existing fall CDX program and is part of TT’s strategic partnership that will enable us to strengthen relationships with CD associates and their customers who have the potential to deliver business to the community.

Let’s play ball
TT’s Sports Sales team will take advantage of the Blue Jays home opener on April 2 to host 25 key sport decision makers and talk up Toronto as a sports event destination.

Upcoming Meetings & Conventions (300+ Delegates)

Dates Meeting/Group Name Attendees
Mar 20-24 Canadian Association for Advancement of Music & the Arts (CMW) 4,500
Mar 22-24 Canadian Labour Congress 1,000
Apr 4-8 American Comparative Literature Association 500
Apr 5-7 Liberal Party of Canada 5,000
Apr 12-21 Players’ Championship 200
Apr 13-16 Canadian Corporate Counsel Association 200
Apr 14-17 Ontario BIA Association 200
Cycle tourism workshop
Ride into spring with an informative members’ session as Welcome Cyclists Network presents a Cycle Tourism Workshop. On April 11, learn how “bikes mean business” to the Toronto tourism industry with this free session. Click here for details and registration.

Get more from your membership!
Are you following up on leads sent by Tourism Toronto’s departments? Keep an eye on your in-box for notifications of sales and travel media opportunities, emailed periodically, which can give you increased exposure or business development opportunities. TT’s Media Relations, Leisure Trade, MC&IT and Client Services teams are out there drumming up prospects for members, so be sure to take advantage of them!

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"You’ve got a real nest of great places and really cool neighbourhoods."

— Celebrity chef, Guy Fieri on Toronto
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Tourism Toronto 2011 Annual Report »
On now until June 16
Revealing the Early Renaissance

Mar 21-25
Canadian Music Week
Various venues

Mar 21-24
The Yoga Show
Metro Toronto Convention Centre

Mar 22
Beat Nation All Styles Dance Battle
Power Plant

Mar 22
Kurt Elling
Living Arts Centre

March 27-31
One of a Kind Spring Show & Sale
Direct Energy Centre

March 29
Toronto Rock vs. Buffalo
Air Canada Centre

Apr 2
Blue Jays Home Opener
Rogers Centre

Apr 9-21
TIFF Bell Lightbox

Apr 14
Group of Seven Suite – Tony Quarrington
McMichael Art Gallery

Apr 19
Harlem Globetrotters
Hershey Centre

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


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Tourism Toronto is an industry association of more than 1,200 members established to sell and market the greater Toronto region as a remarkable destination for tourists, convention delegates and business travellers around the globe. Tourism Toronto operates in partnership with the Ontario Ministry of Tourism, Culture and Sport as Regional Tourism Organization 5. For more information please visit


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207 Queens Quay West, Suite 405, Toronto ON M5J 1A7. Phone: 416-203-2600