tourism toronto annual report 2013

ELEVATING THE “NEW TORONTO”

tourism toronto annual report 2013

TABLE OFCONTENTS

2 President’s Message

4 Tourism Toronto Offices

5 Board of Directors

6 Toronto & Region Tourism Performance

11 Strategic Plan

13 New Toronto

16 Meeting, Convention & Incentive Travel Sales

18 Consumer Marketing

20 Communications & Public Relations

22 International Leisure Trade Sales

24 Destination Development & Member Care

26 Finance & Administration

28 Corporate Social Responsibility

Cover rendering: train shed atrium at union station (© Metrolinx) rendering: martin Goodman trail along Queens Quay (Waterfront Toronto)

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We zijn blij

PRESIDENT’SMESSAGE

It is with continued pride in our association, our industry, leaders and partners and those who support us that I present the 2013 Annual Report. Appropriately themed the “New Toronto” trends and real developments around us provide a vivid reminder of the massive transformative change along the lakeshore and the downtown core but also region-wide as major improvements in infrastructure and product continue to come on line. This new Toronto will also continue to capitalize on a strategic vision to grow significantly our overnight visitor base (both leisure and meetings delegates) with a new and renewed reputation as one of the most international and cosmopolitan destinations not only in Canada and the Americas but the world.

This new growth builds upon the continued importance of our traditional markets and domestic efforts. 2013 continued a positive trend of growth in visitors from the United States and our targeted overseas feeder markets as part of the Key Cities Initiative. And while the 2013 Annual Report is, to a degree, a look back, the findings and trends will continue to support new initiatives that will help support strategies and tactics moving forward - welcoming an even greater share of the world to our destination.

Our core principles continue to meet identified challenges and opportunities while training a laser focus on priorities designed to optimize growth strategies. As in past efforts Tourism Toronto’s and our key partners’ commitment to our four key platforms will help pave a pathway forward:

Planning – The 2013 Annual Report illustrates a year in which our business sectors continued their focus on high-value customers, characterized by their propensity and ability to travel along with their path to purchase influencers and decision patterns that are in line with our value proposition. We will continue to have an expanded focus to identify and aggressively target overnight visitors and meeting delegates from producing source markets. This included a major initiative to book future meetings and build pace in target need years highlighted later in the report by 5 additional major meetings secured for 2016 alone. A key section within this Annual Report is dedicated to Tourism Toronto’s 5 Year Strategic Plan and specific targets to support attracting one million incremental new visitors to the Region by 2018.

Resources – Tourism Toronto is extremely fortunate to have the tremendous support of the Province of Ontario’s Ministry of Tourism, Culture and Sport as we have transitioned over the past three years into their regional network as Regional Tourism Organization 5 (RTO 5). This support joins the historic and significant support of the Greater Toronto Hotel Association including the current Destination Marketing Program with the GTHA that currently accounts for approximately 60% of all of our revenue along with over 1,100 member partners and a number of major partnerships with local, provincial and national organizations.

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The other primary resource of Tourism Toronto is our outstanding staff for which I and our partners remain quite proud of their commitment, professionalism and passion along with their responsiveness and customer service to our clients and industry colleagues.

Integrity – Attendant with our stewardship of resources is our pledge to conduct the business of our organization with an openness, transparency and commitment to our corporate responsibility to the community and constituents we serve. Tourism Toronto will continue to rely upon and support our Board of Directors, our committees and our member partners to fulfill this commitment. This is a major responsibility shared with the Ministry of Tourism, Culture and Sport and the Greater Toronto Hotel Association. Good governance and our ability to create and foster dialogue among our various stakeholders are vitally important to us.

Partnerships – The ultimate strength of any community-based organization, including Tourism Toronto, is the ability to establish and foster strong partnerships. The 2013 Annual Report outlines a number of initiatives that supported these partnerships and greatly enhanced our ability to develop and implement our annual business plan and budget and support our Five- Year Strategic Plan.

I want to take this opportunity to thank those whose cooperation and support help Tourism Toronto achieve our objectives and share in the Toronto success story and our Region’s continuation as one of the most - if not the most successful meetings and leisure travel destination in our competitive set and in the eyes of our customers. Together we will continue to invite and welcome the world to our doors in 2014 and beyond.

Yours truly,

David Whitaker

President & CEO

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TOURISM TORONTO

ToronTo officeQueen’s Quay Terminal at Harbourfront207 Queens Quay West, Suite 405Toronto, Ontario, Canada M5J 1A7Toll free: 1-800-363-1990 Direct: 416-203-2600www.SeeTorontoNow.com

mississauGa toronto West tourism2560 Matheson Blvd. East, Suite 220Mississauga, ON L4W 4Y9Phone: 416-203-2600Fax: 416-203-3811Email: [email protected]

ottaWa sales offiCe1117- I Stittsville Main StreetStittsville, ON K2S 0C9Office: 613-836-2333Cell: 647-204-8155

WashinGton, D.C. sales offiCe6386 Andrew Matthew TerraceSpringfield, Virginia 22150 USA Office: 202-986-3737Fax: 416-203-6753Mobile: 202-669-3154

2013 exeCutive team

David WhitakerPresident and Chief Executive Officer

Joel PetersSenior Vice President and Chief Marketing Officer

Tara GordonVice President, Meeting, Convention and Incentive Travel Sales

Roseanne LongoVice President, International Leisure Trade Sales

Mark HerronVice President, Finance and Chief Financial Officer

Andrew WeirVice President, Communications

Pamela LaiteDirector, Industry Relations

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BOARD OFDIRECTORS

(As of August 2014)

chairJohanne Belanger, PresidentFreeman Audio Visual Canada

immeDiate past ChairDavid Ogilvie

viCe ChairsBob Hunter, Chief Project Development OfficerMaple Leaf Sports & Entertainment Ltd.

Heather McCrory, Senior Vice President Operations, AmericaFairmont-Raffles Hotels International

presiDent anD Chief exeCutive offiCerDavid WhitakerTourism Toronto

BoarD memBers

Cameron Bailey, Co-DirectorToronto International Film Festival

Tina Chiu, COOMandarin Restaurant Franchise Corporation

Peter Doyle, General ManagerRipley’s Aquarium of Canada

Nick Eaves, President & CEOWoodbine Entertainment Group

Howard Eng, President and CEO Greater Toronto Airport Authority

Edwin Frizzell, Regional Vice President & General ManagerThe Fairmont Royal York Hotel

Paul Godfrey, President and CEOPostmedia Network Inc.

Robert Housez, General ManagerDelta Meadowvale Hotel and Conference Centre

Andy Loges, General ManagerHilton Toronto

Terry Mundell, President and CEOGreater Toronto Hotel Association

Riley O’Connor, ChairLive Nation Canada

Chris Overholt, COO & CMO Canadian Olympic Committee

Barry Smith, President and CEOMetro Toronto Convention Centre

Dianne Young, CEO Exhibition Place

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In 2013, the Toronto region, including Brampton and Mississauga, welcomed 13.69 million overnight visitors. In all, including visitors who did not stay overnight, nearly 40 million people came to Toronto last year, generating direct visitor expenditure of approximately $6.5 billion (including $4.5 billion for overnight visitors).

International visitors (including the U.S.) accounted for half of all overnight visitor expentidure and contributed $2.2 billion to the Toronto region economy.

TORONTO & REGIONTOURISM PERFORMANCE

2011 2012 2013

DomesticVisitors 9.90 10.09 10.09

expenditure $2.22 $2.25 $2.31

U.S.Visitors 2.06 2.15 2.18

expenditure $0.99 $1.05 $1.09

overseasVisitors 1.36 1.38 1.42

expenditure $1.04 $1.08 $1.13

ToTaLVisitors 13.31 13.62 13.69

expenditure $4.25 $4.38 $4.54

2012 to 2013

0.0%

2.7%

1.4%

3.8%

2.9%

4.6%

0.5%

3.7%

ProfiLe of ToronTo’S oVernighT ViSiTorS

73.1%

16.3%

10.6%

Domestic

USA

Overseas

50.7%

24.0%

25.3%

Domestic

USA

Overseas

17.2%

6.0%

Pleasure (incl. VFR)

Business

Other

2013 overnight visitors by origin

73.1%

16.3%

10.6%

Domestic

USA

Overseas

50.7%

24.0%

25.3%

Domestic

USA

Overseas

17.2%

6.0%


Business

Other

2013 overnight visitor expenditure by origin

Note: Figures above are Tourism Toronto estimates based on Statistics Canada data.

oVernighT ViSiTorS To ToronTo (Visitors in millions, expenditure in $billions)

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Note: Numbers are derived from Statistics Canada data. The 2013 numbers are Tourism Toronto estimates based on Statistics Canada data.

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Note: Numbers are derived from Statistics Canada data. The 2011 numbers are Tourism Toronto estimates based on Statistics Canada data.

64.4%

21.7%

10.4%

Domestic

USA

Overseas

40.7%

29.2%

30.1%

Domestic

USA

Overseas

76.7%

17.2%

6.0%


Business

Other

0 10 20 30 40 50 60 70 80 90

100 110 120 130 140 150 160 170 180 190 200 210 220

U.K. China Germany India Japan France Australia Italy Brazil S. Korea Mexico

2011

2012

2013

Key international marKets (Overnight Visitors in Thousands)

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TORONTO & REGIONTOURISM PERFORMANCE

In 2013 a record 9.2 million room nights were sold in the Toronto area. All regions saw growth in occupancy rates, leading to a combined occupancy rate of 69.3% across the destination.

Source: Smith Travel Research

Source: Smith Travel Research Source: Smith Travel Research

Source: PKF Consulting

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Source: Smith Travel Research Source: PKF Consulting

0

20

40

60

80

100

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Hotel Occupancy (%) - Monthly

2012 2013

0

50

100

150

200


Hotel Average Daily Rates ($) - Monthly

2012 2013

0

20

40

60

80

Downtown TO TO Airport GTA West GTA East/North

Regional Occupancy (%) 2012-2013

2012 2013

+0.4% +4.6%

+2.3% +3.2%

0

2

4

6

8

10

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Room Nights Sold (millions) 2001-2011

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0

20

40

60

80

100


Hote Occupancy (%) - Monthly

2012 2013

0

50

100

150

200



2012 2013

0

20

40

60

80



2012 2013

+0.4% +4.6%

+2.3% +3.2%

0

2

4

6

8

10

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013


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2012 2013

0

50

100

150

200



2012 2013

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20

40

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2012 2013

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+2.3% +3.2%

0

2

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013


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0

20

40

60

80

100



2012 2013

0

50

100

150

200



2012 2013

0

20

40

60

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2012 2013

+0.4% +4.6%

+2.3% +3.2%

0

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4

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2004 2005 2006 2007 2008 2009 2010 2011 2012 2013


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ToP norTh american ciTieS

According to Smith Travel Research, Toronto continues to be an in-demand and highly valued destination among top North American cities.

Source: Smith Travel Research Source: Smith Travel Research. Canadian cities in $CDN; U.S. cities in $U.S.

Occupancy (%) Average Daily Rates ($)

1 New York City 83.7 84.6 1.1 1 New York City 251.2 0.0 3.02 Oahu Island 84.7 83.7 -1.2 2 Oahu Island 183.6 209.0 13.93 San Francisco 80.3 83.0 3.3 3 San Francisco 171.8 187.8 9.34 Miami 76.5 77.9 1.8 4 Miami 163.4 176.7 8.15 Los Angeles 75.4 76.8 1.9 5 Boston 158.9 164.3 3.46 Anaheim 73.0 74.9 2.6 6 Washington, DC 143.9 144.6 0.57 Boston 71.7 73.2 2.1 7 New Orleans 132.6 142.9 7.88 Seattle 71.2 72.9 2.4 8 Vancouver 137.5 140.6 2.29 San Diego 70.5 71.6 1.5 9 Montreal 134.8 139.5 3.510 Orlando 68.8 71.0 3.2 10 Toronto 136.7 139.4 2.011 Denver 67.0 70.8 5.7 11 Los Angeles 130.3 136.6 4.812 Toronto 67.4 69.3 2.8 12 San Diego 132.3 135.8 2.713 Houston 65.4 69.0 5.5 Canada 130.1 133.1 2.314 Nashville 65.3 68.8 5.4 13 Chicago 125.2 129.4 3.315 Vancouver 66.5 68.3 2.7 14 Anaheim 120.4 127.4 5.816 Chicago 66.7 67.4 1.0 15 Seattle 120.3 126.7 5.417 New Orleans 67.7 66.9 -1.1 16 Philadelphia 119.2 121.2 1.618 Minneapolis-St Paul 64.1 66.8 4.2 USA 106.3 110.4 3.919 Washington, DC 67.5 66.0 -2.2 17 Phoenix 106.1 109.0 2.820 Montreal 64.1 65.6 2.4 18 Nashville 96.7 104.0 7.521 Philadelphia 66.9 65.3 -2.4 19 Denver 100.5 103.2 2.722 Tampa-St 62.9 64.6 2.7 20 Orlando 97.2 101.5 4.423 Dallas 61.0 64.2 5.4 21 Houston 94.0 101.4 7.9

Canada 62.3 63.3 1.6 22 Minneapolis-St Paul 98.4 101.2 2.924 Atlanta 60.9 63.2 3.9 23 Tampa-St 100.1 100.5 0.425 Detroit 61.7 62.4 1.2 24 Dallas 86.3 90.6 5.1

USA 61.3 62.3 1.5 25 St Louis 86.0 90.5 5.226 St Louis 60.7 61.9 1.9 26 Virginia Beach 86.3 88.6 2.727 Phoenix 57.7 59.7 3.5 27 Atlanta 85.9 87.8 2.128 Virginia Beach 55.1 53.3 -3.2 28 Detroit 79.6 84.2 5.8

Source: Smith Travel Research Source: Smith Travel ResearchCanadian cities in $CDN, US cities in $US.

2013 rank City 2012 2013 Change %2013

rank City 2012 2013 Change %

Occupancy (%) Average Daily Rates ($)

1 New York City 83.7 84.6 1.1 1 New York City 251.2 0.0 3.02 Oahu Island 84.7 83.7 -1.2 2 Oahu Island 183.6 209.0 13.93 San Francisco 80.3 83.0 3.3 3 San Francisco 171.8 187.8 9.34 Miami 76.5 77.9 1.8 4 Miami 163.4 176.7 8.15 Los Angeles 75.4 76.8 1.9 5 Boston 158.9 164.3 3.46 Anaheim 73.0 74.9 2.6 6 Washington, DC 143.9 144.6 0.57 Boston 71.7 73.2 2.1 7 New Orleans 132.6 142.9 7.88 Seattle 71.2 72.9 2.4 8 Vancouver 137.5 140.6 2.29 San Diego 70.5 71.6 1.5 9 Montreal 134.8 139.5 3.510 Orlando 68.8 71.0 3.2 10 Toronto 136.7 139.4 2.011 Denver 67.0 70.8 5.7 11 Los Angeles 130.3 136.6 4.812 Toronto 67.4 69.3 2.8 12 San Diego 132.3 135.8 2.713 Houston 65.4 69.0 5.5 Canada 130.1 133.1 2.314 Nashville 65.3 68.8 5.4 13 Chicago 125.2 129.4 3.315 Vancouver 66.5 68.3 2.7 14 Anaheim 120.4 127.4 5.816 Chicago 66.7 67.4 1.0 15 Seattle 120.3 126.7 5.417 New Orleans 67.7 66.9 -1.1 16 Philadelphia 119.2 121.2 1.618 Minneapolis-St Paul 64.1 66.8 4.2 USA 106.3 110.4 3.919 Washington, DC 67.5 66.0 -2.2 17 Phoenix 106.1 109.0 2.820 Montreal 64.1 65.6 2.4 18 Nashville 96.7 104.0 7.521 Philadelphia 66.9 65.3 -2.4 19 Denver 100.5 103.2 2.722 Tampa-St 62.9 64.6 2.7 20 Orlando 97.2 101.5 4.423 Dallas 61.0 64.2 5.4 21 Houston 94.0 101.4 7.9

Canada 62.3 63.3 1.6 22 Minneapolis-St Paul 98.4 101.2 2.924 Atlanta 60.9 63.2 3.9 23 Tampa-St 100.1 100.5 0.425 Detroit 61.7 62.4 1.2 24 Dallas 86.3 90.6 5.1

USA 61.3 62.3 1.5 25 St Louis 86.0 90.5 5.226 St Louis 60.7 61.9 1.9 26 Virginia Beach 86.3 88.6 2.727 Phoenix 57.7 59.7 3.5 27 Atlanta 85.9 87.8 2.128 Virginia Beach 55.1 53.3 -3.2 28 Detroit 79.6 84.2 5.8

Source: Smith Travel Research Source: Smith Travel ResearchCanadian cities in $CDN, US cities in $US.

2013 rank City 2012 2013 Change %2013

rank City 2012 2013 Change %

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Rendering: Union Pearson Express Station in Skywalk (© Metrolinx)

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STRATEGIC PLAN

Throughout 2013 Tourism Toronto undertook a process of defining a new five-year Strategic Plan. In close consultation with the Board of Directors, core Committees and key partners, Tourism Toronto established new five-year goals and a roadmap to deliver – and measure – the identified results.

Vision 2018ATTRACT ONE MILLION INCREMENTAL NEW VISITORS

Canada 435,000 new visitors (6.5% growth; 1.25% annual growth)U.S. 344,000 new visitors (16% growth; 3% annual growth)

Overseas 313,000 new visitors (16% growth; 3% annual growth)

THE TARGETs• Generate One Million Incremental Room-Nights

• Prioritize Key Markets/Segments

• Build Shoulder/Need Periods

• Align MCIT Targets to Optimize Potential

• Align Resources with Strategic Partners

• Re-set Specific Performance Metrics

• Monitor Return on Investment

THE Tools• Achieve Financial Stability

• Reduce/Eliminate “Legacy” Expenses Where Possible

• Expand Revenue Streams

• Prioritize “Distribution” Channels

• Align Staff Deployment

• Establish Flexibility to Respond to Strategic Priorities

• Develop More Potential Customers

• Convert More Customers

THE mEssAGE• Further Consolidate Distinguishing Brand Value

• Align Distinguishing Brand Value/Proposition with Key Markets

• Align Distinguishing Brand Value/Proposition with Key Stakeholders

• Deliver Message in Relevant Forums

• Maintain Consistency and Control of Message and Content

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photo: new Cn tower plaza

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photo: leGolanD® Discovery Centre model of toronto

rendering: CiBC pan am/parapan am aquatics Centre and field house at university of toronto, scarborough Campus (courtesy of TO2015)

rendering: West Don lands front street fountains (Waterfront Toronto)

rendering: Garden square, Downtown Brampton

Few people arrive in Toronto with great anticipation for all the cranes across the skyline. Yet few leave here without remarking on the building boom that is remaking the city from downtown right across the region. Those cranes represent – literally and symbolically – the building momentum in Toronto.

There are signs of success all around, from Toronto moving up to become the fourth-largest city in North America to the record number of hotel room nights sold here each of the past several years. Success like that must always be a foundation and a starting point, not the end. For the tourism industry, that means the recent achievement of 9 million room nights sold is really the beginning of the quest for 10 million, with a strategy and action plan to deliver that result.

In the years ahead, the emergence of a “new Toronto” from beneath its cloak of construction hoarding is an opportunity to introduce – and reintroduce – Toronto to travellers around the corner and around the world.

NEW TORONTO

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TORONTO 2004

TORONTO 2025

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renderings: Scottt Dickson

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MEETING, CONVENTION & INCENTIVE TRAVEL (MC&IT) SALES

The MC&IT Convention Sales and Client Services Division is responsible for generating room nights from targeted and diverse market segments through the implementation of innovative strategies and solicitation of convention and meetings business that will grow both occupancy and hotel revenues for stakeholders across the region. The Client Services team assists event planners with a myriad of promotional and logistical support to bolster the overall client and delegate experience to ensure that Toronto’s best customers intend to return with a future event or for individual travel.

The team has been driving results to ensure the pipeline of meetings, conventions and corporate incentive groups coming to the Greater Toronto Region remains healthy. The MC&IT sales team secured 593,979 total room-nights in future bookings in 2013, with a projected direct visitor spending in Toronto of approximately $485 million, continuing the trend of strong growth over the last five years.

In 2013, MC&IT produced business from within Tourism Toronto’s Key City targets and vertical segments and, along with our stakeholders, established successful partnerships to create key points of difference to support bid strategies and book 109 future meetings, each with more than 1,000 total room-nights. Within those totals, the team secured 17 Major Conventions of more than 1,100 peak nights each for future years, representing 224,561 total room nights of base business for Tourism Toronto stakeholders.

The corporate market exceeded its annual goal by 10% having secured 183,368 definite room nights in 2013, and remains on pace in tentative room night

development. Account mapping strategies, which focus on new business growth within priority markets in the areas of financial services, life sciences and information communication technologies, will be deployed throughout 2014.

The international congress sector exceeded its annual segment goal in 2013, securing 57,034 total room-nights, an increase of 47% over 2012 results. Capturing group opportunities from new and emerging markets that align with Toronto’s strategic vision for growth while playing to the region’s competitive strengths in excellence in education, research, entrepreneurship and innovation will shape the congress segment’s business development objectives in the year ahead.

The North American association segment produced 232,625 definite room nights in 2013, posting impressive results again from within the National and Provincial Association business unit. In 2014, the focus on an evolved, refined, and enhanced Signature Service customer experience to encourage rebook conversations and drive opportunity to bring clients back into the sales cycle post-event is critical to sustained success within the Canadian association sector.

The U.S. association market has endured some difficult years recently and as the competitive landscape grows, the team must look to new strategies to articulate the Toronto value proposition by leveraging Toronto’s profile as a dynamic, multidimensional brand for business events attentive to cultural diversity and urbanism. In 2013, 97,435 definite room nights were secured while facing significant headwinds. The ever-present “Buy American” political sentiment, under-blocking

2012 2013 Change

Definite room nights Booked 548,924 593,979 +8%

Citywide room-nights Booked 132,750 195,706 +47%

tentative room nights Developed 1,798,082 1,688,971 -6%

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maJor Conventions BooKeD in 2013 With 1,100+ peaK niGhts

MEETING, CONVENTION & INCENTIVE TRAVEL (MC&IT) SALES

ACCOUNT TOTAL ATTENDEES YEAR

aCn (american Communications network) 2,000 2014

Best Western international inc. 3,000 2014

shoppers Drug mart 2,400 2015

little native hockey league 5,000 2015

national Basketball association - all star Game 6,000 2016

little native hockey league 5,000 2016

World federation of pediatric intensive & Critical Care societies 2,500 2016

microsoft Corporation Worldwide partners Conference 16,000 2016

alzheimer’s association 6,000 2016

Canadian federation for the humanities & social sciences 9,000 2017

society for Worldwide interbank financial telecommunications (sWift-siBos) 7,700 2017

american College of Chest physicians 6,000 2017

international association for the study of lung Cancer 7,000 2018

society of actuaries 2,000 2019

uBm Canon/uK events 8,000 2015/2017/2019

contracted room nights, and a steady stream of objections related to crossing the border (freight, airfares, visas or taxation), stymied progress as U.S.-sponsored conventions are increasingly reluctant to meet in this country.

The sport market’s goal to sustain and advance the development and alignment of sport bidding and hosting priorities to drive sport-related room nights in the region delivered tremendous growth in 2013, by delivering 120,952 definite room nights across the Greater Toronto Region.

With changes in the economy, new technology, and an increasingly global market, Tourism Toronto has taken strides to diversify the MC&IT business mix to generate broader appeal and stand out from the competition. As a result of these efforts and a strategic focus on identifying key selling windows over the short term that require an aggressive and short-term selling strategy, Toronto’s booking pace over the next eight years remains robust, with conversion ratios at an all-time high. Tourism Toronto partners kicked off 2014 with a foundation of 21 future major conventions on the books, each with 1,100 peak nights and more, representing 171,304 total room nights.

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CONSUMER MARKETING

Tourism Toronto’s consumer marketing efforts in 2013 focused on the Region’s traditional feeder markets in Canada and on increasing visibility with a strong online presence in U.S. investment markets and our Key Cities. The lead performance metric for Consumer Marketing was web visits and in 2013, the overall traffic to SeeTorontoNow.com moved ahead strongly to 3,416,936 visits from 2,736,230 visits. The number of visits per visitor increased from 1.16 to 1.25 which indicates that visitors were finding the SeeTorontoNow.com site helpful for multiple purposes.

Consumer Marketing activities in Ontario, Quebec and upstate NY consisted of radio, transit shelter and online advertising. The campaign messaging focused on providing consumers with reasons to Escape to Toronto. From the summer campaign, this led to 495,699 web visits, representing 132% of the campaign goal. In terms of booking engine leads, a key metric reflecting the quality of the web traffic generated, the 2013 summer program generated 152,935 leads, a substantial portion of the 260,292 leads generated for the calendar year.

U.S. consumers were introduced to Toronto through a series of online personae for culinary, fashion, cultural attractions, sports, sightseeing, luxury, nightlife and architecture. Marketing efforts targeting LGBT consumers were integrated within this campaign. The concept was supported by more than 900 million online impressions and this resulted in 451,722 visits to SeeTorontoNow.com (112% of our campaign goal) and a further 243,674 interactions with special online engagements units, which were equivalent to the content shared on our site.

Facebook led our social media outreach and, through contests and offers, the fan base exceeded 76,948 as of December 31. It is estimated that 56% of Tourism Toronto’s Facebook community reside in Canada and 33% in the United States. Emphasis in 2014 (and performance metrics) has shifted to increasing fan engagement. Photographs posted by visitors and residents alike showcased the region and generated robust discussion and excitement about the destination.

As a result of a Request for Proposal conducted in June 2013, we converted to the JackRabbit online search and referral system as of October 1, and phased out package sales creation and Call Centre operations. Web visitors are now encouraged to check available hotels and attraction and event ticket availability for their trips and, following presentation of search results, are connected directly with the member property for the transaction.

Tourism Toronto’s efforts to promote Mississauga and Brampton included the design, writing, printing and distribution of dedicated Visitor Guides for both cities, in addition to the Toronto Visitor Guide.

Partnership activity in 2013 included the fifth complete year for our collaboration with Air Canada, Toronto Pearson Airport and the Ontario Tourism Marketing Partnership Corporation. Total tickets sold through TorontoEscapes.com increased to 19,134 in 2013 from 16,311 in 2012. In addition, the Return on Investment for the Toronto Escapes partnership in 2013 rose to $11.58 per $1 invested from $ 8.60 in 2012.

2012 2013 change

Website Visits 3,035,014 3,416,936 +12.6%

Website Visitors 2,606,033 2,736,230 + 4%

19

08 P2384_OTMPC_13_AD_W1_2 CYAN

POSITION 2 Architetural Digest MAGENTA

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Mar 6/13 VICTOR P2384 7.625"x10.125"

Mar 5/13 rh 100% N/A

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TORONTO

Toronto Skyline

Escape your routine by plugging into the electricity of a vibrant city that’s eager to impress. Take in the sounds of summer as musicians from around the world gather during the TD Canada Trust Jazz Festival and the North by Northeast Music & Film Festival. Treat your inner foodie to a culinary adventure at renowned restaurants such as Momofuku and Café Boulud. And of course, don’t miss CN Tower’s adrenaline-pumping EdgeWalk at 1,168 feet in the air. This summer, let Toronto take you on a getaway that’s anything but ordinary.

Book your summer getaway now and receive your 3rd night free.* For more information visit SeeTorontoNow.com *At participating hotels. Restrictions apply.

Taking usual to new heights.

CN Tower EdgeWalk©www.maryelizabetharmstrong.ca

20

COMMUNICATIONS & PUBLIC RELATIONS

The core strategy of telling the destination story through media relations is as vital now as ever, even while the channels and players consolidate and new ones emerge daily. With more of the voices online and often in less formal structures like social media, media valuation is evolving. In 2013, Media Relations efforts generated $43 million in earned media value, the cumulative value of more than 2,000 stories, blogs and TV shows that featured our destination.

In 2013 the Media Relations program focused on expanding Toronto’s profile in the identified global Key Cities as one of the most vibrant, cosmopolitan and diverse destinations in North America. The most significant initiative toward that goal was hosting the Travel Blogger Exchange (TBEX), including roughly 1,000 bloggers and travel media for their annual conference in Toronto. Hosting TBEX brought these global travel influencers into Toronto for a first-hand experience, generating over 400 blog posts, 30,000 tweets, and thousands of other social “shares”, generating well over 200 million impressions. TBEX also served as an opportunity to deepen relationships with local bloggers to harness their voices and mobilize them as Toronto ambassadors. Many of their blog posts formed the cornerstone of the new feature “My Toronto” section on SeeTorontoNow.com.

Throughout the priority Key Cities, media relations continue to be the principal means of extending the Toronto story. Tourism Toronto hosted 470 journalists last year – in addition to the TBEX bloggers – through a combination of group press tours, individual media visits and special broadcast partnerships. Press tours highlighted Toronto’s cosmopolitan vibrancy, neighbourhoods, food, fashion, arts and outdoors. They also provided an opportunity to showcase important new additions to the visitor

experience across the region, including the Giant Pandas, Ripley’s Aquarium and TreeTop Trekking. Two important storylines for the region throughout 2013 were the upcoming major events, WorldPride and PanAm Games. Tourism Toronto along with Ontario Tourism Marketing Partnership Corporation hosted large media groups were invited to spark greater awareness and excitement in key markets for these coming events.

Broadcasters hosted in 2013 included Daybreak, a top morning show in the U.K., and ZDF Morgenmagazin, a national morning show in Germany, reaching more than 5 million viewers combined. In the U.S., nationally broadcast programs Extra! and TravelScope both featured Toronto through aggressive targeting and partnerships with the producers, reaching in excess of 7 million viewers.

To set the stage for future growth in media exposure, 2013 saw the establishment of new in-market representation for Toronto in Japan, Germany and the U.K., bringing new energy and contacts to the media outreach. These relationships were put in place to begin 2014 by delivering immediate results.

2012 2013 change

media hosted 617 470 (+1,000 bloggers) -24 % / +138%

earned media Value $43.1 M $43.0 M –

21

Domingo 17 de febrero de 2013 EL UNIVERSALJ4 I DESTINOS I

TORONTO SABEA FRESCURA Y DISEÑO

Un recorridoga st ro n ó m i copor las mejoresmesas de lacapital de Ontario

Viridiana Ramírezv i r i d i a n a . r a m i r ez @ e l u n iv e r s a l .co m . m x

Ser el hogar de diferentes cul-turas le ha permitido mez-clar en sus fogones una ga-ma de sabores procedentesde todo el mundo, creando

así, una cultura gastronómica queposiciona a Toronto como uno de losdestinos culinarios de mayor presti-gio. Aquí una vuelta para degustaruna ciudad cosmopolita.

Rose & Sons, 176 Dupont St.

En un viaje a México y acompañadopor una botella de mezcal, AnthonyRose, ex chef del hotel Drake, escri-bió los platillos que formarían el me-nú de su restaurante Rose&Sons.Con mesas individuales y gabinetesde maderas viejas para cuatro perso-nas, decoró su establecimiento queofrece desayunos, comidas, cenas yun brunch dominical.

Su cocina mezcla comida rápidacon ingredientes gourmet. Desde ba-gles de salmón ahumado con salsa dediferentes quesos, hasta una ensala-da César con anchoas y corazones delechuga a la parrilla, mismas que seasan a los ojos de los comensales.Platillos desde siete dólares cana-dienses. w w w . rose a n d so n s . ca

360 Restaurant, 301 Front St.

Las creaciones del chef Peter Georgeestán a 351 metros de altura, en la To-rre CN. El espacio no sólo presume lavista panorámica de la ciudad, tam-bién su “cocina de mercado”. La filo-sofía con la que opera el restaurantees la de obtener los productos frescosy del día que se encuentran en el mer-cado, así como la de apoyar a las gran-jas locales. El menú, basado en vege-tales asados, pescados y mariscos,también se acompaña con vino.

Los comensales eligen su botella(entre 550 etiquetas) a través de ta-bletas. Menús desde 60 dólares ca-nadienses. w w w . c n t o w e r. ca

Nota Bene, 180 Queen St.Paredes de bambú, mobiliario mini-malista en color chocolate y lámpa-ras blancas con pantallas de papel leimprimen sofisticación al lugar, co-mandado por el chef David Lee.

El mejor momento para reservaruna de sus mesas es cuando hay fun-ciones de teatro en el Centro de ArtesEscénicas Four Seasons. Se diseñaun menú para degustar previo a lafunción: una variedad de quesos arte-sanales y mariscos, acompañadoscon cocteles afrodisíacos, como el dejalapeño con vodka y las cremas dechocolate. Platillos desde ocho dóla-res. w w w . n o t a b e n e res t a u r a n t . co m

Pure Spirits, 17 Tank House LaneEn Distillery Historic District, unaantigua zona industrial británica, seencuentra la mejor barra de ostiones.Es un restaurante con aires de barque no exige código de vestimenta nireservación previa. Entre cerveza yvino saborea las ostras flameadas,cocidas con jugo de limón, ahumadaso de otras tantas maneras. Tú eresquien selecciona los ostiones. Acér-cate a la barra repleta de hielo y pidetu orden de seis piezas en adelante.Se recomienda acompañar con otrosplatillos como el salmón en salsa demango. Platillos, desde 10 dólares ca-nadienses. w w w . p u res p i r i t s . ca

Stock, 325 Bay St.En el piso 31 del hotel Trump Inter-national no sólo son expertos en ve-getales orgánicos, mariscos y carnesa la parrilla, también en cervezas ar-tesanales, en el único vodka fermen-tado con flores de cerezos y en cho-colate, incluso cuentan con su propiolaboratorio. Puedes aprender a ela-borar delicias, como las trufas dechocolate amargo con té de jazmín olas láminas escarchadas con oro. Lasclases incluyen un ligero maridaje devinos locales. No te pierdas la vistapanorámica de la ciudad. Reserva-ción obligatoria. Precios desde: 30dólares. w w w . s t o ck res t a u r a n t . co m

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351 metros dealtura, desdela CN Tower

II UNIONDe cocina francesa y asiática.Ossington Avenue 72w w w. u n i o n 7 2 . c a

II LA CARNITACon platillos “c a l l e j e ro sgourmet”. Hay tostadas deceviche, choriquesos y totoposcon guacamole. College Street501 . w w w. l a c a r n i t a . c o m

II BA RC H E FSe le conoce como la “embajadade la cocina molecular”, enToronto. Queen Street West472. w w w. b a rc h e f to ro n to. c o m

II BUSTER’S SEA COVEEspecialistas en langosta y vinoblanco. Está dentro del mercadoSt. Lawrence.w w w. to ro n to fo o d t r u c k s . c a

OTROS MÁS

PURE SPIRITS. Reconocido por su barra de ostiones. Está en Distillery Historic District

TORONTO mode et décoBOUTIQUES TRENDY, SHOWROOMS POINTUS, FRIPERIES DE LUXE… VOICI 23 ADRESSES TORONTOISES OÙ ON TROUVE TOUT, TOUT, TOUT. texte MYRIAM GAGNON | photos ADAM MOCO

M ine de rien, Toronto a atteint son objectif: appartenir au club des capitales mondiales du shopping. Le boum économique qu’a connu la Ville Reine ces dernières années s’est traduit par la multi-plication de griffes prestigieuses rue Bloor, de boutiques exclusives

dans Yorkville (un quartier victorien préservé du centre-ville) et de magasins de meubles spectaculaires dans le Design District, rue King East. De fait, chaque quartier a son identité propre et s’adresse à un type de clientèle différent. La ville s’est cependant fait une spécialité du magasinage vintage: elle recèle un nombre incalculable de friperies, depuis les puces ethno-rock and roll de Kensington Market jusqu’aux adresses chics de Queen Street West. La métropole est aussi de plus en plus réputée pour ses boutiques de meubles originaux et avant-gardistes (qu’on peut ramener chez soi sans passer par la douane!), parfois établies dans de vastes immeubles industriels relookés. En prime, on y mange très bien puisque les restos gastronomiques et les bistrots sympas ont poussé comme des champignons. Même le réputé chef new-yorkais David Chang y a inauguré un nouveau restaurant Momofuku! Ceci expliquant cela, un weekend shopping à Toronto mérite large-ment l’excursion, parole de Québécoise tricotée serré! \

CARNET

evening standard Wednesday 4 september 2013 53

Travel

THAT’S

ENTERTAINMENTYork Membery — along with half of Hollywood — heads to Toronto for its annual film festival starting tomorrow and finds Canada’s biggest city never loses its charm

I nearly met my maker in Toronto a few years back — courtesy of rich-ard Gere. Momentarily forgetting which side of the road Canadian cars are driven on, I stepped out

into the street, heard a screech of brakes and looked around to see a stretch-black limo judder to a halt.

Seconds later, the Hollywood star got out of the car, amidst the popping of camera flashes, and walked into the roy Thomson Hall to attend his latest film’s worldwide premiere.

The red carpets are being readied in Canada’s biggest city for this year’s Toronto International Film Festival (TIFF), north america’s biggest (and second in the world after Cannes). a string of hit films, most recently Ben affleck’s argo, have had their premieres in Toronto during the film festival, and gone on to critical and commercial acclaim. This year’s event includes 12 years a Slave, starring Chiwetel ejiofor and Brad Pitt, while the opening night hosts the premiere of The Fifth estate, the story of Wikileaks founder Julian assange, played by Benedict Cumber-batch. Saturday sees the premiere of Keira Knightley’s latest film, Can a Song Save your life?

So this week, a host of big-name stars have started descending on Toronto (or T.O., as it’s known locally). If you’re a movie fan and have always wanted to visit the city and its surrounding attractions (be it the Cn Tower or nia-gara Falls, a 90-minute drive away), there’s clearly no better time to go than during the 11-day jamboree.

One of the nice things about TIFF —and I’ve been lucky enough to be in the city for a couple of festivals — is the fact

that celebrities can largely go about their business undisturbed, so they are more relaxed and approachable. a few years ago I spotted a sunglasses-wearing John Hurt walking along Bloor Street, stopped to tell him I loved him in The elephant Man, and he chatted away happily for a few minutes.

another time I found myself standing alone in a hotel lift with robert Duvall.

they just see a big, skyscraper-studded north american city. But you have to dig beneath the surface.

Here is arguably north america’s biggest Chinatown, while around the corner is the funky, multicultural Ken-sington Market neighbourhood.

Taking a ride on the city’s street cars is another must, and if you have time head out to The Beaches, with its lake-side boardwalk, restaurants, shops and Victorian houses.

If you’re brave (or perhaps, more accurately, foolhardy)

you can always take the edge-walk around the roof of the Cn Tower. It might be one

hell of an adrenaline rush but I had just as much fun taking a

harbour tour and visiting the Toronto Islands, a mile or so

offshore.and this being the

biggest city in what was once British north america, you don’t have to head far to find a good pub serving decent British or Canadian beer such as the Queen & Beaver, j u s t o f f yo n g e Street.

richard Gere may have almost run me

over when I was in town but I’ve never held it against him or the city. It’s just too bad that they drive on the wrong s ide of the road.

The reel deal: Top, the restaurant at the Ritz-Carlton. Above, Chiwetel Ejiofor stars in 12 Years a Slave

insisted on buying a couple of bottles of champagne, and ended up drinking with the staff until the early hours. It was quite a night!”

another part of town that is popular with celebs during festival time is yorkville, a couple of miles away.

The stars’ hotel of choice here is the Four Seasons, where the rolling Stones stayed during their last visit (it’s almost worth spending a night at the hotel just to enjoy the use of the luxurious spa and pool areas).

It’s yorkville where you’ll also find the boutiques where stars like to blow money on designer outfits, shoes and clutch bags.One classic store popular with actresses such as Kim Cattrall, Kate Hudson and Maggie Gyllen-haal is Pink Tartan.

and around the corner is up-and-coming design store augustina, specialising in fashion accessories, hand-bags and jewellery; it’s attracted everyone from natalie Portman to rachel Weisz.

Of course, there’s more to Toronto than star-spot-ting. It’s well worth a v i s i t re g a rd l e s s o f whether it’s festival time (although winters are freezing). Some people get the wrong idea about T.O. On arrival

I half expected him to whisper menac-ingly: “This elevator is reserved for The Family, my friend.” But he simply gave me a smile before getting out at the next floor.

Unlike Cannes, the Toronto festival is not just for the critics but for the public too, so anyone can get tickets (indi-vidually or in strips) to pretty much any of the screenings (although the earlier you book, the better).

and while you can join fans outside a film premiere in the hope of seeing a star, there’s a pretty good chance of spotting a celeb at certain hotels, res-taurants and fashion stores. If you’re in the know.

The festival’s centre of gravity in the city is the entertainment District. One of the most popular hotels for actors is the swish ritz-Carlton, where everyone from Penélope Cruz to George Clooney has been a Club lounge guest.

a popular local restaurant with actors is nota Bene — laid-back, with fresh seasonal cuisine. When my wife and I popped in for dinner earlier this sum-mer we spotted Kiefer Sutherland at another table (the city is also a major film and television production centre, so there are always stars in town).

also popular is The Fifth Grill — a Speakeasy-type restaurant housed in a former textile building, accessed via a back alley. Celebrity diners at the French-style steakhouse during the past couple of years have included robert redford (and his private body-guard) and legendary Hollywood wild-man Mickey rourke.

a waiter confided to me between courses: “Mickey turned up just as we were about to close for the night but

Bright lights, big city: but Toronto still has a laid-back vibe which Hollywood’s biggest stars love when they come to town

DETAILS: CANADACanadian Affair has four nights at the Ritz-Carlton Toronto from £789pp room only, with return flights from Gatwick. Car rental starts from £34 per day, canadianaffair.com

Toronto International Film Festival runs from tomorrow until September 15, tiff.net

keep exploring.ca■

Star attraction: Keira Knightley’s Can a Song Save Your Life? premieres in Toronto

22

INTERNATIONALLEISURE TRADE SALES

Overseas international markets, in particular key cities in those markets, continue to be an important source of growth for Toronto’s leisure travel sector. Working in partnership with leading global tour operators, the Ontario Tourism Marketing Partnership Corporation (OTMPC) and the Canadian Tourism Commission (CTC) on a variety of sales and marketing opportunities kept Toronto top of mind in our key markets.

In 2013, Tourism Toronto hosted 621 tour operator and trade clients from 12 countries who experienced our destination during individual site inspections and familiarization tours to assist them in packaging and selling the city to their clients.

In-market representatives in Sao Paulo, Brazil, Santiago, Chile, Buenos Aires, Argentina, Milan, Italy and Paris, France worked with key travel trade clients and airline partners in those cities to position Toronto as a unique, urban city for leisure travellers.

Presence in the historically strong U.K. market was maintained with spring and fall joint marketing campaigns designed to drive leisure bookings from that market. In Germany we initiated joint marketing programs with key trade partners.

Japan saw a consumer-focused campaign implemented to drive Foreign Independent Traveller (FIT) bookings in the shoulder season and extensive sales training initiatives’ directed at the growing outbound Chinese travel market were implemented in partnership with important Chinese trade partners.

As part of our U.S. Key Cities Initiative, Tourism Toronto implemented partnerships with national-selling tour operators that included city package travel to Toronto. As well, the highly targeted on-line effort (torontoescapes.com) to increase travel from U.S. consumers in partnership with Air Canada, the Toronto Pearson Airport and the Ontario Tourism Marketing Partnership Corporation continued.

In partnership with Ottawa Tourism and the OTMPC, Tourism Toronto was a hosting partner in the Rendez-Vous Canada Ontario Event, staged in conjunction with this important industry gathering that brought international tour operator clients to the province and our destination in May 2013. Some 145 international trade clients visited Toronto on individual site inspections and pre/post-convention familiarization tours.

Additionally, with support from the OTMPC and CTC, Tourism Toronto hosted the Brazilian Tour Operator Association Annual Meeting in Toronto enabling 20 key tour operator clients and four Brazilian media to experience Toronto, Niagara and Ottawa first hand. As urban destinations hold significant vacation appeal for Brazilian travellers, showcasing our city to these influential travel planners was a significant selling opportunity.

2012 2013 change

Total member Leads/referrals 364 298 -18.1%

fams & client Site inspections 649 621 -4.3%

Torontoescapes.com on-Line U.S. Partner campaign room-nights

32,235 34,263 6.3%

Estávamos esperando por você

24

DESTINATION DEVELOPMENT& MEMBER CARE

Destination Development

Aimed at improving visitors’ experiences in our destination, Destination Development projects are aligned with the priorities set out in the Discovering Ontario Report (2009) from the Ontario Ministry of Tourism, Culture and Sport.

Some recent projects include:

• the continued enhancement and promotion of the See Toronto app (130,000+ downloads at the end of 2013), which features location-based content on things to see and do and places to dine in Toronto, Brampton and Mississauga while on the go;

• evolving the partnership with the Greater Toronto Airports Authority to heighten the sense of arrival for passengers within its new visitor information centres in Terminals 1 and 3 at Toronto Pearson;

• the launch of ShopToronto, a retail program designed to help consumers navigate through shopping experiences within the region.

2012 2013 change

Total membership 1277 1048 -17.9%

retention rate 88.6% 87.7% -0.9%

new members 183 111 -39.3%

memBer Care

The core membership base (those members who have tenure of 5+ years) remained strong and member participation in the Association’s programs and activities were stable in 2013. It was also a transitional year as Tourism Toronto re-defined its membership category in partnership with the Greater Toronto Hotel Association.

New members joining Tourism Toronto came from the attractions/events sector, restaurants and nightlife, and meeting services. As the Toronto tourism story gained momentum in the region from large scale initiatives such as the upcoming PanAm Games and the recent World Pride, the “buzz” around tourism and Tourism Toronto helped to position our benefits for those newly interested in membership.

The schedule for member events was reduced in 2013 but many more networking/ educational events have been added to the 2014 schedule to facilitate new conversations and business synergies within the membership. The annual general meeting was strategically moved to the fall and it captured the largest audience on record for such an event.

One highlight for the year was having Tourism Toronto host Destination Marketing Association International’s Annual Membership Conference where 113 professionals from convention and visitors bureaus from across North America descended upon Toronto. Feedback from the attendees on the experience as they explored the city was very positive.

26

FINANCE & ADMINISTRATION

Tourism Toronto operates as a non-profit membership-based organization. Since 2010 Tourism Toronto has been designated Regional Tourism Organization #5 under the Ontario Ministry of Tourism, Culture and Sport and Tourism Toronto’s funding was derived from the Ministry in 2011. Through partnerships with both the Ministry and the Greater Toronto Hotel Association, Tourism Toronto has been able to expand strategic sales, marketing, media relations and destination development programs to diversify and grow tourism in Toronto, Mississauga and Brampton.

Finance & Administration (Finance) includes Human Resources, Information Systems and Office Services and is responsible for overall financial risk management and control. Finance works closely with Senior Management, Audit Committee and Board of Directors for the most effective and ethical return on investment and value-for-money stewardship of the Association’s financial resources.

revenues % expenses %

44.1%

41.0%

6.6%

5.1% 2.7% 0.5%

Provincial Funding (44.1%)

DMP (41.0%)

Co-Operative Advertising &Program Buy-In's (6.6%)

Ontario CDF (5.1%)

Membership Fees (2.7%)

Interest & Other Income (0.5%)

37.9%

34.6%

9.5%

7.9%

6.9%2.1% 1.1%

Expenses (incl. HST & Salaries)

MCIT Sales (37.9%)

Marketing (34.6%)

Finance & Administration (9.5%)

Communications (7.9%)

Int'l Leisure Trade (6.9%)

Member Care (2.1%)

Amortization (1.1%)

27

PROGRAM INVESTMENTS AND OPERATIONS

marketing, Communications & international leisure sales (%)

mCit sales (%)

44.7%

16.2%

13.7%

11.8%

6.5%

5.4% 1.7%

Marketing Campaigns (44.7%)

Marketing Alliances (16.2%)

Communications & Media Relations (13.7%)

International Leisure Sales (11.8%)

Creative Services (6.5%)

Distribution Fulfillment (5.4%)

Member Care/Destination Development (1.7%)

44.1%

41.0%

6.6%

5.1% 2.7% 0.5%

Provincial Funding (44.1%)

DMP (41.0%)

Co-Operative Advertising &Program Buy-In's (6.6%)

Ontario CDF (5.1%)

Membership Fees (2.7%)

Interest & Other Income (0.5%)

28

The tourism and hospitality industry plays an important role in the community and every day our members make meaningful contributions to the social, environmental and business welfare of our region. Tourism Toronto aims to elevate that crucial role through a variety of programs in the Toronto region and in other communities in which we work.

families in neeD

Our signature Relax, Recharge, Renew program has become a mainstay in the Toronto, Mississauga and Brampton area by every week providing parents of special needs children a weekend break. Since launching in 2008, the program has served approximately 420 families.

Due to the generosity of our members in the hospitality industry, every week throughout the year parents are treated to a weekend in Toronto that includes a limousine pickup at home, two nights in one of our excellent hotels, passes to interesting attractions and meals at exceptional restaurants.

The initiative has consistently received awards since its inception including:

• IMEX 2010 “Commitment to the Community” award, which is a globally-recognized honour given out every year in Frankfurt, Germany;

• The Power of A Silver Award 2011 from the American Society of Association Executives;

• the VIA Rail Canada Community Service Award from the Travel Industry Association of Canada in 2012;

• won in the Community Affairs category in PR News’ annual CSR Awards, presented at the National Press Club in Washington, D.C.;

• “Tourism Innovator of the Year Award” by the Tourism Industry Association of Ontario; named “Destination Champion” by Destination Marketing Association International.

Tourism Toronto’s donations to the community extend beyond the GTA and include a variety of projects in which we work and visit. Examples are:

• Every year since 2010, at the Tête-à-Tête Trade show in Ottawa, Tourism Toronto has devised a project for clients and members to give back to the community e.g. bag breakfast to feed 500 kids as part of the school breakfast program and in 2013 TT had 150 gift bags, packed by clients, delivered to the Children’s Hospital of Eastern Ontario in Ottawa

• In support of flood relief for Calgary, in 2013 TT bought “Hell or Highwater” t-shirts and wore them throughout CSAE in Winnipeg and also made a financial donation to the Red Cross

• In December 2013, TT participated in a Christmas Tree program that helped raise $62,000.00 for the Children’s Hospital of Eastern Ontario

sustainaBility

Tourism Toronto has long been active on the “green” front both within our offices – reducing waste through recycling, composting and using sustainable products – as well as through external initiatives in the community. Notable in 2013:

• Tourism Toronto became the first convention and visitors association outside of the U.S. to reach a new international sustainability standard. The APEX/ASTM Environmentally Sustainable Event Standards designation is given to destinations that achieve high standards in environmentally sustainable meetings, trade shows, and conferences and is approved by GMIC. Tourism Toronto has been recognized as achieving Level One certification.

• TT held information meetings for members to help further their understanding of sustainability practices and navigate the APEX/ASTM standards

• TT’s “Green Team” has continued to evolve and recently rebranded as “Eco TO” and will continue sustainability and awareness projects within the organization and in the community

CORPORATE SOCIAL RESPONSIBILITY

rendering: panam village (Waterfront Toronto)

August 25

tourism toronto annual report 2013

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