In honour of Pride Month, we spoke with four Rainbow Registered businesses about why they pursued the designation and what it means for their business.
As visitors increasingly seek destinations where they feel welcomed, respected and represented, inclusive tourism has become an important part of destination competitiveness.
Rainbow Registered is a national accreditation program administered by the Canadian Queer Chamber of Commerce (CQCC). The program recognizes businesses that have demonstrated a sustained commitment to creating welcoming and inclusive experiences for 2SLGBTQIA+ customers, employees, and communities.
Organizations undergo an assessment process that evaluates areas such as policies and practices, staff training, inclusive leadership, and organizational culture before earning the designation.
Programs like Rainbow Registered help build confidence among travellers while strengthening Toronto's reputation as a welcoming and inclusive destination.
We hope the designation says: you belong here, fully.
- Kevin Durkee, Owner, Culinary Adventure Co.
Kevin Durkee, Owner, Culinary Adventure Co.
What specific steps do you take to ensure 2SLGBTQIA+ visitors feel genuinely welcomed, safe, and included from the moment they engage with your business?
As a gay-owned and operated company, welcoming 2SLGBTQIA+ guests is not a marketing layer for us, it is part of who we are. From our website and booking process to our guide training and guest communications, we use inclusive language, avoid assumptions, and create space for dietary, accessibility, and comfort needs. Our team, food, restaurant partners, neighbourhoods, and stories reflect Toronto’s diversity. We believe food has a rare power to bring people together, and every guest should feel safe, seen, and deliciously included from the very first hello.
What motivated your business to pursue Rainbow Registered accreditation, and what did the certification process teach or reinforce for your organization?
Our commitment to inclusion started long before the designation and we wanted that commitment to be visible, accountable, and clearly communicated to our guests, partners, and team. The process reinforced that true hospitality lives in the details: who we hire, whose stories we share, which neighbourhoods we celebrate, and how we care for people. It reminded us that food can be a bridge across culture, community, and difference, but only when the table is thoughtfully set for everyone.
Why is it important for visitors to know that your business is Rainbow Registered, and what message do you hope the designation sends to 2SLGBTQIA+ travellers?
For 2SLGBTQIA+ travellers, knowing a business is Rainbow Registered removes a layer of uncertainty before they arrive. It signals that Culinary Adventure Co. has taken real steps to create welcoming, respectful, and safer experiences. As a gay-owned and operated company, we hope the designation says: you belong here, fully.
Kyle Brooks, Chief Executive Officer, Bespoke AV
What specific steps do you take to ensure 2SLGBTQIA+ visitors feel genuinely welcomed, safe, and included from the moment they engage with your business?
Welcome starts before the arrival. We use inclusive language, respectful policies, and visible signals of support, including Pride flags on our doors, Rainbow Registered information in our common spaces and inclusive signage throughout the building. As a new Rainbow Registered business, we have reviewed our customer experience through an inclusive lens. We support inclusion through staff training, inclusive communications, clear expectations for respectful conduct, and a commitment to addressing concerns thoughtfully. Our goal is for everyone to feel safe, seen, and welcome from the moment they engage with us.
What motivated your business to pursue Rainbow Registered accreditation, and what did the certification process teach or reinforce for your organization?
We pursued Rainbow Registered accreditation to ensure our commitment to inclusion is supported by a recognized and accountable framework. The process reinforced that inclusion is ongoing work reflected in culture, training, policies, leadership, and everyday interactions. It also highlighted opportunities for growth and ways to remain accountable as we continue learning.
Why is it important for visitors to know that your business is Rainbow Registered, and what message do you hope the designation sends to 2SLGBTQIA+ travellers?
For many 2SLGBTQIA+ travellers, feeling safe and welcome cannot be assumed. Rainbow Registered signals that we have taken meaningful steps to create an inclusive and respectful environment at the events we service. We hope the designation communicates care, trust, and belonging. We are proud to be part of a growing network helping make travel and public spaces more inclusive across Canada. The message is simple: you belong here.
We’ve built a reputation as a place where 2SLGBTQIA+ guests and team members know they are safe, celebrated, and respected.
- Ana Yuristy, Chief People + Brand Officer, The Drake Hotel
Ana Yuristy, Chief People + Brand Officer, The Drake Hotel
What specific steps do you take to ensure 2SLGBTQIA+ visitors feel genuinely welcomed, safe, and included from the moment they engage with your business?
At The Drake, inclusivity isn’t something we activate solely during moments like Pride, it’s embedded into how we operate every day. From the moment a guest engages with us, we aim to create environments that feel artful, playful, welcoming, and unmistakably Drake. We’re a team of curious culture seekers who thrive on real connection and that mindset shapes everything from our guest experience to our hiring practices, policies, and programming. We intentionally create spaces that encourage people to gather, express themselves, and feel at home, whether they’re locals, travellers, or creative collaborators.
Our long-standing commitment to art, culture, and community engagement goes hand in hand with our dedication to equity, diversity, and inclusion. From our legendary weekly Drag Brunches to workshops, parties, and activations as an official hospitality partner of Pride Toronto, we’ve built a reputation as a place where 2SLGBTQIA+ guests and team members know they are safe, celebrated, and respected.
What motivated your business to pursue Rainbow Registered accreditation, and what did the certification process teach or reinforce for your organization?
Pursuing Rainbow Registered accreditation felt like a natural and important step for us. Community and inclusivity have always been core to who we are - not just for our guests, but for our staff across all of our properties. The Rainbow Registered process involved a thorough external audit of our policies, practices, and physical environments. It offered valuable feedback and reinforced best practices while helping us identify areas where we could continue to improve. Alongside our participation in programs like World Rainbow Hotels, these external assessments have been instrumental in ensuring our commitment to inclusion is ongoing, measurable, and meaningful - not just aspirational.
Why is it important for visitors to know that your business is Rainbow Registered, and what message do you hope the designation sends to 2SLGBTQIA+ travellers?
For travellers, seeing the Rainbow Registered designation removes uncertainty. It signals that they don’t need to wonder whether they’ll be welcomed, respected, or safe but that work has already been done to back up our values with action, structure, and ongoing accountability. We hope the designation communicates that The Drake is not only a proud ally, but an actively inclusive space grounded in intention, care, and authenticity. It says that we value our 2SLGBTQIA+ guests and communities, that we’ve held ourselves to rigorous standards, and that we’re committed to creating hospitality-driven experiences that are genuinely inclusive, safe, and welcoming.
Being Rainbow Registered signals to 2SLGBTQIA+ visitors that the CN Tower is a place where they can feel safe, welcomed, and celebrated.
-Alex Boulianne, Digital Marketing Specialist, CN Tower
Alex Boulianne, Digital Marketing Specialist, CN Tower
What specific steps do you take to ensure 2SLGBTQIA+ visitors feel genuinely welcomed, safe, and included?
At the CN Tower, our goal is to ensure everyone feels welcome throughout the entire guest journey. We implement inclusive policies and practices, such as gender-neutral facilities and language in communications. We also provide staff training focused on diversity, equity, and inclusion. Our team is equipped to create a welcoming environment for all guests. We visibly celebrate Pride through our programming like our recent Sparkles x Pride Toronto event, our nightly rainbow lighting in June, partnerships with organizations such as the 519 and Hanlan's Point, and on-site signage like rainbow window clings on our Main Observation Level. These ongoing efforts ensure that 2SLGBTQIA+ visitors feel recognized, respected, and safe from the moment they engage with us.
What motivated your business to pursue Rainbow Registered accreditation, and what did the process teach or reinforce?
Pursuing Rainbow Registered accreditation was a natural extension of our commitment to equity, inclusion, and meaningful representation. We wanted to ensure our practices met a nationally recognized standard while holding ourselves accountable for continuous improvement. The process reinforced the importance of formalizing inclusive policies, enhancing staff training, and documenting our efforts across the organization. It also highlighted our approach of ongoing intention, not just one-time initiatives.
Why is it important for visitors to know that your business is Rainbow Registered, and what message do you hope the designation sends?
Visibility matters for our guests and for our staff. Being Rainbow Registered signals to 2SLGBTQIA+ visitors that the CN Tower is a place where they can feel safe, welcomed, and celebrated. It provides reassurance that our commitment to inclusion is backed by recognized standards and ongoing action. We hope the designation communicates that all guests can show up as their authentic selves and be met with respect and care. More broadly, it reflects our role in contributing to Toronto’s reputation as an inclusive and welcoming destination for all.
The Rainbow Registered program recognizes 2SLGBTQIA+ organizations of all sizes and sectors. Wondering what your business needs to do to get certified?
Become Rainbow Registered
Rainbow Registered is a national accreditation program developed by the Canadian Queer Chamber of Commerce (CQCC) and Tourism HR Canada with federal government support. It recognizes organizations that demonstrate a commitment to welcoming and inclusive experiences for 2SLGBTQI+ communities.
Destination Toronto Members that are Rainbow Registered:
- 360 The Restaurant at the CN Tower
- Automotive & Enercare Centre - at Exhibition Place
- Bespoke Audio Visual
- CN Tower
- Culinary Adventure Co.
- Culinary Tourism Alliance
- Downsview Park
- Edgewalk at the CN Tower
- Exhibition Place
- Radisson Blu Toronto Downtown
- Sheraton Centre Toronto Hotel
- The Anndore House
- The Drake Hotel
- The Westin Harbour Castle
- Tourism Industry Association of Ontario
- W Toronto
Destination Toronto is proud to be Rainbow Registered and to support member businesses that are helping create a more welcoming and inclusive visitor experience across the city.
