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Tourism Now - November 7, 2012
With the 100th Grey Cup at Rogers Centre just weeks away on November 25, many Canadians will converge in Toronto for the festivities and the championship game.

In 2011, Canadians represented the largest geographic group of Toronto’s overnight visitors, with close to 6.4 million visitors spending $1.4 billion. As illustrated in the chart below, the top three provinces were Ontario, Quebec and Alberta with 5,052,200, 653,500 and 208,500 visitors respectively. The visitors from these three provinces spent a combined total of $1.2 billion which represents 84% of the total visitor spend by Canadians.

Source: Tourism Toronto’s Toronto Visitor Market Report 2011 and Statistics Canada

Holiday marketing campaign underway
Tourism Toronto’s annual Holiday Campaign, Torontoland, launched November 1! Our goal is to inspire and motivate visitors to experience Toronto this November and December by invoking a sense of nostalgia and wonder of the season. The campaign will target consumers across Southern Ontario with radio and online ads and a CTV-Ottawa content partnership. Again this year, artfully-designed snowmen will be ambassadors, this year travelling to strategic spots in Ottawa, Kingston and London. More details and packages can be found at

Showcasing Toronto at Showcase Canada - Asia
TT’s International Leisure Trade Sales team, together with 16 member companies, participated in the Canadian Tourism Commission-sponsored Showcase Canada – Asia 2012 in Osaka, Japan in mid-October. Tour operators from India, China, Korea and Japan attended the week-long marketplace. TT conducted over 120 appointments and will be following up with leads generated as a result of the meetings with these trade clients.

New York magazine
Toronto was recently featured in the travel section of both the print and online versions of this popular lifestyle magazine that reaches over 400,000 New Yorkers every week.

The best route to a traveller's heart...
Air Canada’s in-flight magazine enRoute recently published its annual list of Best New Canadian Restaurants and six of the 10 are Toronto eateries. Aside from enRoute's robust readership, the list was also picked up by the Ottawa Citizen, and the National Post, among others.

Art opens avenue to Toronto
A series of postings resulted from a visit hosted by TT’s Media Relations team, by ArtInfo, which peered at everything from craft beer, to markets to Toronto’s luxury hotel boom. With 51,000 unique visits per month, serves as a gateway for art professionals and enthusiasts worldwide to information on fine and decorative arts, architecture, performing arts and travel.

Fams galore!
TT’s International Leisure Trade Sales team has played host to 188 key trade clients and travel planners over the past few weeks during a series of product testing tours, client site inspections and destination training programs. Participating trade partners came from Argentina, Brazil, France, Germany, Italy, Ontario, Quebec and the U.K. TT member hotels, attractions, restaurants and tour products were showcased to clients to stimulate new 2013 Toronto product development. These client-focused fams are part of TT's ongoing efforts to position Toronto as an exciting urban destination to travellers in our key cities.

History lures Chile
El Mercurio, the major daily newspaper in Chile, published this four-page spread featuring the Historic Distillery District as a result of a recent visit after a media mission in Chile earlier this year.

Taking Toronto fashion across country
Tourism Toronto’s Sales team and ten members brought Toronto’s World MasterCard Fashion Week to clients in Vancouver and Calgary on October 16 and 18. Client events celebrated Toronto fashion success stories Joe Fresh and Town Shoes and make-up and photo sessions. While meeting planners were striking poses, team Toronto was striking up conversation and booking business. The team met with over 40 decision makers during the two-day Western Canadian tour.

Selling TO at the OMCA Marketplace
A representative from TT’s International Leisure Trade Sales team, together with 20 member companies, was in Buffalo from October 20-24 to attend the Ontario Motor Coach Association Tour Operator Marketplace. This annual trade event brings together Ontario and select U.S. tour operators for timed appointments with suppliers. During this year’s marketplace TT met with some 45 trade clients primarily focused on day trip programs targeting adults, seniors and student/youth group travel, garnering many leads for follow-up business opportunities.

Networking with Canada’s sport elite
From November 8 to 10, Tourism Toronto’s Sports Sales team will join Canada’s sport elite in Montreal at the Coaching Association of Canada’s Petro-Canada Sport Leadership Sportif. The country’s top coaches and sport scientists will be joined by senior leaders from national sport organizations to analyze, discuss, network and learn from each other. TT will have a presence at the education sessions and during networking at the Petro-Canada Sport Leadership Awards Gala.

Upcoming Meetings & Conventions (400+ Delegates)

Dates Meeting/Group Name Attendees
Nov 4-10 Holstein Association of Canada 500
Nov 5-8 Sodexo Canada Ltd. 500
Nov 10-14 The TradeFair Group 400
Nov 10-19 International Air Transport Association IATA 1,800
Nov 13-15 Solution Tree 1,400
Nov 14-17 College of Family Physicians of Canada 6,000
Nov 15-18 Ontario Non-Profit Housing Association 1,515
Nov 18-20 Canadian Aboriginal Minerals Association 600
At the recent Ontario Tourism Summit many of Tourism Toronto’s friends and partners were honoured with awards during the gala dinner. Of particular note was The Lifetime Achievement Award that went to Josef Ebner – Regional Vice President and Managing Director of the Delta Chelsea Hotel. A tremendous tribute was paid to him and his contributions to the industry, this community and province as the award was presented by the Minister of Tourism, Culture and Sport, Michael Chan.

Also of note were:

Sustainable Tourism Award - Metro Toronto Convention Centre

Innovator of the Year – CN Tower (for Edgewalk)

Best Travel Journalism - Michael McCarthy — (for article on Toronto in Washington Flyer magazine)

Best Interactive Marketing Campaign – Tourism Toronto (for "Pride Pump")

IHG Award
Yola Marshall
, Director of Sales and Marketing with the Intercontinental Toronto Centre Hotel was honoured on October 23 at the 2012 IHG Americas Investors and Leadership Conference in Orlando, Florida with the IHG “Best of the Best” Director of Sales and Marketing Intercontinental Hotels America award.

Congratulations to all!
Annual Holiday Celebration
We’re counting down to TT’s big holiday event for members and we hope you’ll join us! It’s December 17 at the Metro Toronto Convention Centre, 5:00-7:30 p.m. To register, follow this link.

Networking 101: Make the most of the next member event
Joining an association such as Tourism Toronto opens doors to knowing and becoming known by a whole new group of people. Here are a few tips from networking experts to consider before the next member event:

  • Work on creating relationships with fellow members. Make the most of your networking opportunities.
  • Set goals prior to an event. Plan to talk to at least five people you don’t know and refresh your relationships with people you do know.
  • Ask your contacts to introduce you to someone of interest to your business.
  • After the event, follow up with your new contacts.
Welcome new members

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"An honor to be heading home to perform at the 100th Grey Cup halftime show."

— Justin Bieber to his 29 million followers on Twitter
Events page »

Update your listing »

Tourism Toronto 2011 Annual Report »
To Nov 11
Royal Agricultural Winter Fair
Exhibition Place

To Jan 2013
Designing 007: 50 Years of James Bond Style
TIFF Bell Lightbox

Nov 10
Illuminate (part of Winter Magic)
Yonge-Dundas Square

Nov 17-25
100th Grey Cup Festival
Various venues

Nov 17
Cavalcade of Lights – Tree Lighting
Nathan Phillips Square

Nov 17
Bloor-Yorkville Holiday Magic – Lighting Ceremony
Village of Yorkville Park

Nov 18
Santa Claus Parade
Christie Pits start

Nov 22-Dec 2
One of a Kind Christmas Show & Sale
Direct Energy Centre

Nov 24
Tree Lighting Celebration
Mississauga’s Celebration Square

Nov 28
Jane Bunnett & the Spirits of Havana
The Rose Theatre, Brampton

Nov 30-Dec 16
Lowe’s Toronto Christmas Market
Distillery District

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

Test your knowledge of GTA trivia! As we get out our pom-poms for the 100th Grey Cup Festival, we want to know: Which Toronto team won the very first Grey Cup, in 1909?

Please send your answer to
The question from last time had TWO correct answers. And Sybil Taylor from Steam Whistle Brewing guessed one of them. She knew that one the Toronto landmarks featured in Michael Ondaatje’s In the Skin of a Lion was the R. C. Harris Water Treatment Plant. The other was the Bloor Viaduct.


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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 and Culture 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