Background

Tourism is a major economic driver in Ontario. In 2017, international tourist arrivals reached the highest increase (7%) since 2009. While Ontario has seen recent increases in tourism visits, there is an opportunity for Ontario to capture a larger share of international tourism growth. That’s why we’re focusing on customers and solutions to take specific action to address your concerns and suggestions.

We’re seeking input from:

  • visitors to help determine consumer needs and expectations
  • students to get their perspectives on future trends and opportunities
  • industry stakeholders to gain insight on specific business concerns

A new strategy will support a positive business environment that enables tourism businesses and operators to succeed while meeting consumer needs and expectations.

Ultimately, our goal is to make Ontario known as a “destination of choice” for tourists and investors.

Focus areas

We developed the following five focus areas to drive the conversation towards outcomes and results.

Embrace a visitor-first approach

We need to equip the tourism sector to bring authentic and quality tourism experiences that inspire travelers, stimulate spending and bring visitors back, again and again.

We want your input on:

  • visitor/tourist needs
  • new and innovative ideas/products
  • emerging trends and opportunities

Improving the business climate

The impact of burdensome regulations can significantly affect industries like tourism. We know the importance of giving tourism businesses and the sector the right tools to succeed.

We want your input on:

  • innovation and job creation
  • barriers to growth
  • potential labour gaps and workforce development

Improving sector alignment

There is an opportunity for the tourism sector to better align themselves and reduce duplication. We need to create a clear roadmap for marketing, product development, investment and workforce development for both government and industry.

We want your input on:

  • better alignment
  • role of government
  • partnerships

Provincial interests and role in tourism

The province has a leadership role to play in making the best and most effective use of government assets. This means improving coordination between Ontario ministries to increase efficiency and build stronger partnerships. This approach also extends to relationships with our municipalities.

We want your input on:

  • tourism priorities
  • community partnership-building
  • government’s relationship with partners

Supporting business and community development

The tourism industry makes important economic contributions to communities across the province. We can support community development by helping local operators get the resources they need to be market ready and by encouraging strong partnerships across communities.

We want your input on:

  • tools and resources
  • setting realistic targets/goals
  • tracking progress
  • measuring success
  • sharing best practices
  • capacity building