# Destination Ontario

> Destination Ontario is Ontario's government tourism marketing agency: part media company, part research desk and part distribution network for thousands of tourism operators. It markets the province to residents, Canadians, Americans and overseas travellers, while giving regional organizations and businesses research, content, campaign access, travel-trade connections and visitor referrals. Its 2024-25 reporting links C$10.2 million in North American media spend to 1.01 million incremental visits and C$328.1 million in estimated visitor spending, though a measurement-model change means the result should not be read as a simple year-over-year leap.

- **Founded:** 1999
- **Headquarters:** Toronto, Canada
- **Team size:** Approximately 120 employees based on supplied company data; LinkedIn lists a 51-200 employee range.
- **Products:** Consumer destination marketing, DestinationOntario.com, Ontario Travel Information Services, International marketing and travel trade, Research and Insights
- **Notable:** Reported 1,011,060 incremental visits and C$328.1 million in estimated incremental visitor spending from 2024-25 advertising in Ontario, Canada and the U.S., against goals of 854,000 visits and C$250.4 million., Generated 18.4 million leads to tourism partners in 2024-25, 23% above target., Reported C$93.7 million in advertising value equivalency from media and public relations, 168% above target.

## Products & services

- **Consumer destination marketing** — Omnichannel campaigns and editorial travel content that promote Ontario in domestic, U.S. and overseas markets and route travellers toward partner businesses and destinations.
- **DestinationOntario.com** — A multilingual consumer travel-planning site with seasonal ideas, destinations, experiences and links to tourism operators.
- **Ontario Travel Information Services** — Personalized trip planning through travel counsellors, Ontario Travel Information Centres, roaming ambassadors, phone, email and virtual channels.
- **International marketing and travel trade** — Tour-operator partnerships, sales missions, familiarization tours and training that turn Ontario experiences into bookable itineraries abroad.
- **Research and Insights** — Consumer studies, campaign testing, market intelligence and ROI forecasting shared with decision-makers and tourism partners.
- **Media and broadcast services** — Press support, familiarization tours, story development, broadcast coordination and a media hub containing thousands of image and video assets.
- **Destination Digest** — A bi-monthly industry newsletter carrying campaign updates, data and partnership opportunities; five editions reached more than 560 subscribers in 2024-25.
- **Overseas ROI Forecasting Model** — A planning model that forecasts visits, visitor spending and projected marketing return in overseas markets.

## Achievements

- Reported 1,011,060 incremental visits and C$328.1 million in estimated incremental visitor spending from 2024-25 advertising in Ontario, Canada and the U.S., against goals of 854,000 visits and C$250.4 million.
- Generated 18.4 million leads to tourism partners in 2024-25, 23% above target.
- Reported C$93.7 million in advertising value equivalency from media and public relations, 168% above target.
- The 2024 Water Crafters partnership generated 23.5 million impressions, 4.8 million video views, 147,500 clicks and an average 3 minute 11 second dwell time.
- International trade partnerships generated 16,282 incremental visits and an estimated C$36.2 million in visitor expenditures in 2024-25.
- A Quebec re-entry pilot delivered more than 21 million impressions and over 610,000 leads to tourism partners.
- DestinationOntario.com reached a 92% Semrush site health score in 2024-25, above its 77% goal.
- Became the first Canadian provincial marketing organization to sign the Sustainable Tourism 2030 Pledge and pursue GreenStep certification.
- Marked its 25th anniversary in 2024.
- Its official legal name changed from Ontario Tourism Marketing Partnership Corporation to Destination Ontario on June 7, 2024.

## Latest updates

- **2026-06** — Announced a partnership with AccessNow to support accessible and inclusive travel through staff learning, inclusive content and community engagement.
- **2026-05** — Entered a multi-year Toronto Blue Jays partnership and became presenting partner of Rogers Centre Ballpark Tours.
- **2026-04** — Published FIFA World Cup 2026 travel-intention research finding nine in ten surveyed travellers were likely to explore Ontario beyond Toronto.
- **2026-03** — Published its 2024-25 annual report and audited financial statements, reporting C$37.283 million in revenue and C$38.090 million in expenses.
- **2025-05** — The Ontario government launched the domestic We Stand tourism campaign amid tariffs, economic uncertainty and stronger interest in travel within Canada.
- **2025-03** — Completed an Ontario consumer travel survey and a second wave of U.S. traveller sentiment research to adapt marketing to geopolitical conditions.
- **2024-09** — Launched the second National Geographic content partnership, Water Crafters, focused on arts, culture, wellness and food shaped by Ontario's water.

## Links

- Website: https://www.destinationontario.com/
- LinkedIn: https://ca.linkedin.com/company/destination-ontario
- Twitter/X: https://twitter.com/ontariotravel
- YouTube: https://www.youtube.com/user/TravelOntarioCanada
- Instagram: https://www.instagram.com/ontariotravel/
- Facebook: https://www.facebook.com/OntarioTravel/

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Profile page: https://yespress.io/destination-ontario
Published by YesPress — https://yespress.io
Last updated: 2026-08-24