Our North Star
Grow the impact of the Visitor Economy on the broader economy of Toronto.
-
1. Destination Appeal
Toronto’s appeal as a leading destination for travel strengthens by effectively growing our reach and engaging our target travellers and decision makers with compelling content, experiences and events.
2. Industry Vitality
Target visitors and decision makers place Toronto on their short list and as a result we see an increase in the mix of visitors (business events and leisure) across seasons, as well as visitor spend across all sectors of the visitor economy.
3. Destination Alignment
With our leadership in business intelligence, advocacy on public policy, and corporate communications our stakeholders are more informed on the impact of the visitor economy and in turn are aligned to how we can collectively drive destination competitiveness.
4. Reflect the Destination
Our content, partnerships, membership, brand and team authentically reflect the diversity of businesses, voices, cultures, values and neighbourhoods that make up our community.
