Toronto’s visitor economy is a vital economic engine for the city, generating $7 billion in visitor spending in 2023. Destination Toronto’s mandate is to reflect the breadth and diversity of Toronto’s people, places and culture to inspire residents and visitors to meet, visit and explore our city. Operating in partnership with the City of Toronto, the Greater Toronto Hotel Association and the Ontario Ministry of Tourism, Culture and Sport, Destination Toronto markets and promotes the city to attract visitors and major meetings and events, and supports local businesses to maximize the opportunities of the visitor economy.
Destination Toronto, originally incorporated in 1926 as the Toronto Convention and Visitors Association, is a non-profit mission-driven organization with over 750 members, made up of businesses and organizations that embody and support Toronto’s visitor economy. The strategic and financial direction of Destination Toronto is overseen by a volunteer Board of Directors.
Our board consists of 18 members: nine appointed members from the Tourism and Hospitality industry and nine community members voted on by the membership of our association. The board is responsible for approving the annual business plan and operational budget, as well as for the long-term strategic and financial planning that ensures the viability of our sales and marketing programs that support the impact of the visitor economy over the longer term.
Our annual operating budget is funded through several diverse sources. Central to the organization’s resources is a funding agreement with the City of Toronto through which Destination Toronto receives a portion of funds generated through the Municipal Accommodations Tax, based on legislation passed by the Ontario government in 2017. Additional funds are provided for specific projects and mandates from the provincial and federal government, including the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries, and the Federal Economic Development Agency for Southern Ontario, as well as revenue generated through our membership and cooperative partnership programs.