Please add Tourism Toronto News ( to your safe senders' list. That way you will receive Tourism Now fully formatted and with images intact every time.
Having trouble seeing this email? View online.

Tourism Now March 28, 2012
Visitors who see and do a lot while they're in Toronto tend to leave with the best impressions of the city. To illustrate, the charts below examine visitors by how many types of ticketed places and events (attraction, museum/gallery, spectator sport, music/dance, theatre) they went to during their stays. This demonstrates that as visitors increase their consumption of the city, they become significantly more likely to view Toronto as a top North American city and to state they would recommend Toronto as a destination to family and friends.

Tourism Snapshot

Source: Tourism Toronto Visitor Survey
Brits take a look at our Queen
Queen Street West is the focus of Conde Nast Traveller's (UK edition) two-page spread in April, after TT's Media Relations team worked with the publication in December. Conde Nast Traveller goes beyond tourism with features on culture, architecture and design aimed at the independent traveller. The piece on Toronto has an advertising equivalency of over $24,000.

Visitors clamour for Toronto Magazine
Tourism Toronto had an overwhelming response to its recent invitation, sent to its consumer e-mail list for a free copy of Toronto Magazine and Visitor Guide: on the first day alone 2,350 people requested the publications! To date, TT has received over 3,300 orders from all over the world including such far-flung places as United Emirates, Australia, Japan and Kenya. Filled with enticing articles and photos about things to see and do in the region, the magazine and guide are prime promotional pieces for members, partners and advertisers. If you haven't yet received yours, request them here.

Experient Envision
From March 6- 9 Team Toronto spent several interaction-filled days with the staff of Experient, a large meeting and event company that annually books hundreds of association and corporate meetings and conventions. Its annual "Envision" event, this year in Reno, Nevada, enabled a deepening of the relationship by educating the Experient managers about the benefits of meeting in Toronto. An important sales tactic in 2012, TT is already beginning to see a bit of a boost in interest from Experient clients in both the association and corporate space.

UK journalists get trendy in Toronto
TT's Media Relations team hosted five writers from London, England during World MasterCard Fashion Week to showcase Toronto's fashion scene. The group experienced backstage access to the Pink Tartan show, learned how to create a Toronto runway look with Maybelline Canada's head makeup artist, took a tour of the city's top vintage shops and more. Results are already starting to roll in from the group that included awarding-winning blogs 40 Before 30, Isabelle's Travels and Coco's Tea Party and print publications Reading Post and The Sun.

Leisure trade sales missions in Germany and India
TT, 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 and advance booking for Ontario and Toronto is reasonably strong. Some upbeat clients are forecasting a 10 percent overall increase for Ontario in 2012 over 2011 booking levels.

The next stop was the Canadian Tourism Commission-sponsored Showcase India in South Goa, March 13-15, along with 60 Canadian suppliers and DMOs. During the showcase, TT conducted appointments with over 45 tour operators, promoting Toronto as the urban gateway to Canada for Indian travellers. In June 2011, Toronto hosted the International Indian Film Academy Awards, and trade clients report that the event raised Toronto's profile among consumers in India, resulting in increased interest and additional Toronto time in some trade operators' programs. TT is following up with key clients to grow Toronto overnight-focused packages.

Cowtown grazes on Hogtown's culinary offerings
After a TT-hosted "foodie luxe" press tour, City Palate, a Calgary-based culinary publication dubbed us "Toronto the Tasty." City Palate is the leading food and wine publication in Calgary, found in 200 food-oriented locations and in the Globe and Mail ten times per year.

Corporations both sides of the border get the Toronto treatment
TT's Canadian Corporate Sales team jumped through hoops for clients on March 21 in Montreal as it, along with 22 hospitality partners, hosted 50 clients at a performance of Cirque Eloize. This annual event, which includes a marketplace tradeshow, is highly anticipated by Montreal-area clients from the pharmaceutical, insurance, IT, F&B and automotive sectors, as well as third-party meeting planning companies.

The U.S. Corporate Sales team, along with the Canadian Tourism Commission, dazzled Texans with two fantastic client events and sales calls. Over 85 clients from a range of industries attended the events.
Mark the date for Tourism Toronto's AGM!
Please hold June 5 at 3:30 p.m. at the Metro Toronto Convention Centre (south building) for TT's Annual General Meeting. An invitation will be sent to all members and partners soon and we will publish more details here in Tourism Now in the coming weeks. We hope you'll join us!

First-hand experience is best
From April 26-29, TT will host clients from the U.S. and Canadian association and corporate sectors and SMERF clients from across North America. Our past experience has shown us that the kind of hands-on introduction to the city that a fam trip provides is the best way to engage clients' interest and persuade them that Toronto is the right place for their groups to meet.

Upcoming Meetings & Conventions (400+ Delegates)

Dates Meeting/Group Name Attendees
Mar 29-Apr 2 Art Libraries Society of North America 500
Apr 3-4 Ont Ministry of Education 400
Apr 9-14 Cdn Blood & Marrow Transplant Group 400
Apr 15-25 International Society for Performance Improvement 1200
Apr 16-20 Future Shop, Mobile Audio & Digital Imaging ASW 700
Mar 27-31 First Robotics Canada 500
Accessibility symposium for museums
The Ontario Museum Association is holding a symposium on accessibility on April 5. Developed in partnership with the Royal Ontario Museum and the Accessibility Directorate of Ontario, the event will bring together museums, the access community, and the ADO to help members with the development of programs and services. The special fee for Tourism Toronto members is $85 and includes lunch and entrance to the Maya exhibit. Full information and registration form can be found here.

Euchre anyone?
The Allstream Centre is the venue for the inaugural Meetings Industry Euchre Tournament on Friday April 13! This is your chance to network with industry peers while raising funds for the Princess Margaret Hospital. Non-euchre players are welcome, as the evening includes a lesson for beginners. Details and registration information are here.

National Meetings Industry Day
On April 19, Canada's meetings sector is hosting its annual National Meetings Industry Day. Eight events will be held across the country including a luncheon hosted by MPI Toronto Chapter at the Delta Toronto East. Check MPI Toronto's website for details.

New incentive for attending Green Meetings Conference
If learning all about the new APEX/ASTM international standards hasn't yet prompted you to register for the upcoming Green Meetings Industry Council Annual Sustainable Meetings Conference, how about a FREE train ride to get there? The conference runs from Apr 22-25 in Montreal, and now anyone who has registered is being offered a complimentary ticket from Toronto to Montreal aboard VIA Rail. Click here to reserve your complimentary seat on the special Sustainability Train, which departs Toronto Union Station at 9:25 a.m. on April 22. You can board in Toronto, or at any regular station stop along the way.

Celebrating Exceptional People
On April 27, the Greater Toronto Hotel Association will recognize outstanding "ambassadors" in the GTA hotel community at the 1st Annual Spirit Awards. GTHA members will celebrate their exceptional colleagues while enjoying an afternoon of camaraderie and delicious fare. Winners will be chosen through a nomination process. If you are a GTHA member and would like to nominate an associate or wish to purchase tickets please visit the GTHA website. Spirit Awards sponsorship packages are also available for organizations and businesses that provide goods and services to the hotel industry.
Anthony (Tony) Cohen The Ontario Hostelry Institute held its Gold Awards dinner on March 22, and Anthony (Tony) Cohen, President & CEO of Global Edge Investments was named Hotelier of the Year. Hotels Tony is personally involved with include Thompson Toronto and Le Germain Toronto (Mercer Street).

Riley O'Connor Riley O'Connor, Chair of Live Nation Canada and a member of Tourism Toronto's Board of Directors, was inducted into the Canadian Music Industry Hall of Fame during the Canadian Music & Broadcast Industry Awards gala on March 22. A 40-year veteran of the music industry Riley and Live Nation are responsible for producing more than 1100 concerts annually for Canadian and international artists.

Massey Hall At the same awards gala as part of Canadian Music Week's 30th anniversary celebrations, venerable Toronto icon Massey Hall was honoured as Performing Arts Centre of the Year.

Grant Snider JPdL Destination Management was honoured with two awards at this year's Association of Destination Management Executives International annual conference in Memphis, Tennessee. The Best Destination Marketing award went to TIFF Behind the Scenes fam tour (co-sponsored by the Canadian Tourism Commission and Tourism Toronto) and Grant Snider of JpDL was given the Joanne O'Connor President's Award.

Congratulations to all!
Update your 2012 festival or event listing
If you have an event listed in our calendar and you haven't yet updated it for 2012, now's the time. As many travellers are currently planning their summer visits, we want to have as many up-to-date and enticing events as possible! You may email text changes, 2012 dates and images/logo to and he will be happy to revise your information.

Welcome new members

Distillery Art Market

Meeting Services
MARYPiCS Photography

Opera Limousine

Facebook logo Visitor page

Facebook logo Partner page

Facebook logo See Toronto app

Consumer e-Newsletter Consumer e-News

"With more than 300 cranes hovering over the skyline here, the property market continues to sizzle in the Great White North, especially for condo towers and luxury hotels."

Wall Street Journal "Toronto Builds Plush Cushion for Landing"
Events page »

Update your listing »

Tourism Toronto 2010 Annual Report »
To Apr 1
Shrek the Musical
Toronto Centre for the Arts

To Apr 9
Maya: Secrets of Their Ancient World

Mar 28-Apr 1
One of a Kind Spring Show
Direct Energy Centre

Mar 29-Apr 1
Yoga Show and Conference
Metro Toronto Convention Centre

Mar 30
Rose Studio Theatre

Apr 2
St Michael's Majors playoff game
Hershey Centre

Apr 6-8
Toronto Salsa Festival
Estonian House

Apr 10-22
TIFF Kids International Film Festival
Tiff Bell Lightbox

Apr 12-21
Images Festival
Various locations

Apr 13-15
Sing! Toronto Vocal Arts Festival

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

Test your knowlege of Toronto trivia!

With spring, warmer weather and getting outside on our minds, we want to know what the outdoor sculpture of cows lying in the grass at the TD Centre is named.

Please send your answer to The first few to answer correctly will be published in the next issue of Tourism Now.

We had many correct responses to last week's question and the fastest off the mark were:

Darin Favel - Renaissance Toronto Downtown Hotel
Pamela Brohm - Hampton Inn and Homewood Suites by Hilton, Toronto Airport Corporate Centre
Miranda E. Phillips - Holiday Inn Mississauga Toronto West
Timothy Lilleyman - Toronto Congress Centre
Melissa Heslop - Courtyard by Marriott Downtown Toronto

They all knew that The Barenaked Ladies were banned from performing at a City Hall event in 1991 because their name was deemed too offensive.


We want to hear your feedback on this newsletter. Please contact Cathy Riches via with your thoughts and suggestions or to unsubscribe.

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 and Culture as Regional Tourism Organization 5. For more information please visit


Toronto & Ontario logos

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