# Destination Toronto

> Destination Toronto is Toronto's official nonprofit destination marketing organization, selling the city to leisure travellers, meeting planners, media and travel-trade buyers while helping local tourism businesses capture demand. Its real product is coordination: campaigns, convention sales, planning services, research, content and a member network that turn a sprawling city into a legible promise. Funded primarily through a City of Toronto agreement tied to Municipal Accommodation Tax proceeds, plus government project funds, memberships and cooperative programs, it reported that 28.2 million visitors spent a record $9.1 billion in Toronto in 2025.

- **Founded:** 1926
- **Headquarters:** Toronto, Canada
- **Team size:** Approximately 112 people publicly associated on LinkedIn; company-size band 51-200. Provided contact data estimates 150 employees.
- **Products:** Leisure destination marketing and visitor content, Meetings sales and destination services, Travel trade support, Membership and cooperative marketing, Research and business intelligence
- **Notable:** Toronto welcomed a record 28.2 million visitors in 2025, who generated a record C$9.1 billion in direct spending and nearly C$13.5 billion in total economic impact., Toronto hosted 74 major meetings in 2025, drawing an estimated 378,000 delegates and C$982 million in economic impact., Destination Toronto and partners secured 70 future major meetings and events in 2025, representing more than 370,000 attendees and an estimated C$973 million in future economic impact.

## Products & services

- **Leisure destination marketing and visitor content** — Campaigns, neighbourhood guides, itineraries, event coverage and trip-planning content designed to move prospective visitors from interest to a Toronto visit.
- **Meetings sales and destination services** — Convention lead development, venue sourcing, site visits, attendance marketing and connections to hotels, venues, suppliers and local sector leaders.
- **Travel trade support** — Resources and market access for tour operators, receptive operators and travel advisors who package and sell Toronto.
- **Membership and cooperative marketing** — Industry visibility, networking, intelligence and joint marketing opportunities for tourism and hospitality businesses; listed outside-Toronto business membership is C$599 annually.
- **Research and business intelligence** — Visitor-economy performance reports, market intelligence and sector insights for local businesses, planners and public partners.
- **Toronto Destination Master Plan** — A ten-year roadmap with 29 strategies across five tracks, shaped by more than 400 businesses, organizations and community stakeholders.

## Achievements

- Toronto welcomed a record 28.2 million visitors in 2025, who generated a record C$9.1 billion in direct spending and nearly C$13.5 billion in total economic impact.
- Toronto hosted 74 major meetings in 2025, drawing an estimated 378,000 delegates and C$982 million in economic impact.
- Destination Toronto and partners secured 70 future major meetings and events in 2025, representing more than 370,000 attendees and an estimated C$973 million in future economic impact.
- The organization opened representation offices in the U.K. and Germany in 2025 and confirmed Toronto as host of Canada's largest meeting of international travel buyers in 2026.
- The Relax, Recharge, Renew community program has provided respite weekends to more than 700 families since 2008.
- Destination Toronto is approaching 100 years of destination promotion in 2026, tracing its history to incorporation as the Toronto Convention and Visitors Association in 1926.

## Latest updates

- **2026-04** — Destination Toronto released a ten-year Destination Master Plan with 29 strategies across five tracks, developed with input from more than 400 stakeholders.
- **2026-01** — The organization reported a record 28.2 million Toronto visitors and C$9.1 billion in direct visitor spending for 2025.
- **2026-01** — Destination Toronto appointed J/PR to lead its U.S. media-relations strategy.
- **2025-06** — It opened international representation offices in the U.K. and Germany and announced Toronto would host Canada's largest gathering of international travel buyers in 2026.
- **2025-06** — Destination Toronto joined the International LGBTQ+ Travel Association as a Global Partner.
- **2025-05** — The Toronto 100% campaign launched across priority U.S. fly markets and regional drive markets with Air Canada and Destination Canada support.

## Links

- Website: https://www.destinationtoronto.com/
- LinkedIn: https://www.linkedin.com/company/tourism-toronto
- Twitter/X: https://twitter.com/SeeTorontoNow
- YouTube: https://www.youtube.com/c/DestinationToronto
- Instagram: https://www.instagram.com/destination_toronto/
- Facebook: https://www.facebook.com/destinationtoronto
- TikTok: https://www.tiktok.com/@destinationtoronto

---

Profile page: https://yespress.io/destination-toronto
Published by YesPress — https://yespress.io
Last updated: 2026-08-23