1. AI-Driven Personalization
Imagine a world where you can anticipate your guests’ needs, creating exceptional experiences that drive referrals and loyal customers. Artificial Intelligence (AI) can revolutionize booking systems, fine-tune pricing strategies, power hyper-targeted marketing, analyze business data, and elevate visitor experiences.
Look for tools that will help you achieve your business goals; we recently launched 6ix, our AI Travel Genius that speaks in 45 languages to help visitors plan their trips to the city.
As AI gains traction worldwide, early adopters will reap the rewards—much like the businesses that embraced social media before it became mainstream.
What this means for you:
If you haven’t done so yet, start with widely adopted AI assistants like ChatGPT—you can even ask what tools are available that work for your type of business, or check out our Practical Guide to AI Adoption.
2. Digital Transformation
Technology is transforming the customer journey, from how travelers research destinations to how they experience them in real-time. Tools like augmented reality (AR), virtual reality (VR), and contactless payment systems have become essential in modern tourism—not just optional extras.
Embracing these innovations is key to reinforcing Toronto’s reputation as a leading tech hub and a forward-thinking urban destination.
What this means for you:
Explore AR/VR for immersive marketing or in-destination experiences, such as virtual tours or interactive exhibits, and look for inspiration from businesses in the city who have done this well like Arcadia Earth, Illuminarium, Royal Ontario Museum and Hotel X Toronto.
Optimize your online presence, ensure your website is mobile-friendly and integrates with booking platforms, and embrace contactless technology to enhance convenience for customers, from mobile ordering to ticketless entry systems.
3. Next-Generation Travellers
Attracting Gen Z goes beyond adopting the latest AI or digital technology, though that certainly plays a role. This generation values authenticity, inclusivity, and purpose-driven travel.
To connect with them, it’s essential to understand how your values align with your business goals—and communicate that effectively. If your business is making strides in sustainability or prioritizing accessibility, be sure to highlight these efforts to potential visitors, especially on social media, where this tech-savvy audience spends much of their time.
You don’t need to excel in every area, but if there’s something you’re doing exceptionally well, make sure to share that story.
What this means for you:
Let your values lead your story. We have resources that can help get you started like this article on How to Tell Your Sustainability Story, you can get inspired by Toronto businesses Addressing Accessibility Gaps, or add a Certification Badge to your business listing on our site to Help Visitors Find your Responsible Business.
4. Return of the Asian Market
Over 300k visitors came to Toronto from China, Japan and South Korea in 2019, and unfortunately these high-value, long-haul visitors are still at a fraction of pre-pandemic visitation.
Air Canada recently announced it would be resuming daily flights to Beijing from Vancouver, and adding seasonal service to Seoul from Montreal and Osaka from Toronto in 2025.
While there are still geopolitical issues impacting flight access and a full return to pre-pandemic visitation, the added service indicates a potential turning point.
What this means for you:
Start preparing now, so you are ready to receive these long-haul visitors who tend to stay longer and spend more. Get ahead by thinking about the partners and tools you’ll need to use to re-engage.
AI-enabled translation tools have made communication with these markets easier than ever. Our Market Readiness Index is refreshed quarterly and can enable strategic and timely re-engagement.
5. Gigtripping and Shared Experiences
We all felt the power of Taylor Swift in Toronto, not just what it meant for our economy, but also how the city came together to create a citywide experience welcoming visitors.
As people continue to travel for shared experiences, there is an opportunity to elevate the visitor experience with other events like the WWE Elimination Chamber, Oasis and Coldplay all coming to Toronto in 2025, as well as a countdown to the FIFA World Cup 26 in June 2026 and the launch of the Women’s WNBA in May 2026.
What this means for you:
Did your business capitalize on the Swift-effect by offering a special package, themed menu, or Taylor-inspired experience? Use that same approach for other major events and attractions coming to the city.
It doesn’t have to be a once-in-a-lifetime event like Oasis or FIFA World Cup 2026—it works just as well for annual events like TIFF, Caribbean Carnival, or Pride. Creating a welcoming atmosphere for visitors not only enhances their experience but also encourages referrals and repeat business, benefiting the entire community.
Did you notice a trend of AI throughout this article? In the interest of transparency, we used AI to help us draft some insights and to improve readability, to demonstrate how useful the tool can be.