Survey results show increasing recognition of tourism’s impact, growing positivity toward visitors, and rising engagement in visitor-economy activities
Destination Toronto’s semi-annual Resident Sentiment Survey is designed to capture the perspectives of City of Toronto residents, establishing baseline Net Promoter Score (NPS) and Visitor Economy Sentiment (VES) metrics for each wave. Its dual objectives are to gauge how residents perceive visitors’ impact on Toronto’s economy, community, and daily life, and to assess their support for tourism and business meetings in the city.
Recognition of the Visitor Economy
Out in market earlier this year, the Spring 2025 survey reveals that 86% of residents agree tourism is essential to Toronto’s economy — a modest uptick from last Spring and a 4-point gain over Fall 2024. Support for strategic investments aimed at attracting meetings and visitors also climbed significantly, rising 11 points over the same period last year to reach 80%.
Visitor Economy Sentiment
Meanwhile, residents are showing increasingly positive views of tourism’s impacts. The percentage who view leisure travel as an important part of the economy increased from 52% to 57%, while perceptions of business travel also rose to 57%, up from 51% the same time previous year.
Building on this positive momentum, the VES rose by nearly 3 points to 75.2. Resident NPS also experienced an 11-point increase since last Fall, reaching 64 — matching the level seen in Spring 2024.
A strong majority of residents (83%) indicate their sense of welcome for visitors has either remained steady or increased compared to recent years. A significantly higher proportion of younger residents now feel more hospitable compared to recent years, whereas older age groups largely report little to no change in their attitudes.
Visitor economy activities
Resident participation in visitor-economy activities has improved since Spring 2024. Live performing arts events continue to be the most popular, particularly among younger residents, those living downtown, and newer Toronto arrivals. At the same time, live sporting events attract relatively higher participation from younger residents, parents, and those identifying as male.
The Spring 2025 findings highlight a strong and growing appreciation among Toronto residents of the value of the city’s visitor economy. The results reveal increased support for tourism’s economic contributions, improved sentiment scores, and steady levels of hospitality — all pointing to a sense of optimism and resilience in community attitudes.
