Capitalizing on World Tourism Growth: New Report Recommends Way Forward for Ontario

TORONTO, Nov. 10, 2014 /CNW/ - Ontario wants its fair share of a thriving world tourism economy. According to the UNWTO World Tourism Barometer, international tourist arrivals grew 5 per cent during the first eight months of 2014, and will continue to increase at an annual rate of 3.3 per cent until 2030. This makes tourism one of the fastest-growing industries globally.

Today, Ontario's tourism industry calls on government to collaborate in the development of a comprehensive and strategic plan that will map out how Ontario can achieve its fair share of the world's flourishing tourism market.  

In a report released today by the Tourism Industry Association of Ontario (TIAO) entitled "Mapping Ontario's Tourism Future," such a strategy is listed as a recommendation for government and industry stakeholders moving forward. The plan needs to establish a bold revenue target; identify the required investment to achieve that target; create a long-term, predictable funding model that's tied to success; and clearly outline roles and responsibilities for all stakeholders including government, businesses and destinations.

Progress has been made since the 2009 Discovering Ontario report led by Greg Sorbara. Most notably, the government's investment in a regional structure has fostered much-needed partnerships among stakeholders.  Ontario's tourism industry is eager to continue working with government partners in order to coordinate and align efforts to maximize resources.

"Mapping Ontario's Tourism Future" includes 27 recommendations ranging from the government's leadership role and the need for an all-of-government approach; to transportation improvements that will make it easier for visitors to get around; to experience development and strategic marketing of Ontario's tourism product.

Funded by the Ministry of Tourism, Culture and Sport, the report is a result of comprehensive consultations with the industry undertaken by TIAO earlier this year.

To view TIAO's "Mapping Ontario's Tourism Future" report, please visit www.tiaontario.ca/tiaolistens

The Tourism Industry Association of Ontario (TIAO) is recognized as the umbrella organization for the leading businesses, associations, destinations and regions serving Ontario's diverse tourism industry.  TIAO collectively represents 149,000 businesses and 305,000 employees dedicated to providing an outstanding guest experience in Ontario.

Quotes

"The Mapping Ontario's Tourism Future report outlines ways in which industry and government can work together to grow tourism in Ontario, thereby adding to the GDP and creating jobs."

Beth Potter, President & CEO - 
Tourism Industry Association of Ontario

"Working together to attract more visitors to Ontario and growing the tourism industry's contribution to the economy is at the core of the report's recommendations."

Terry Mundell, President & CEO, Greater Toronto Hotel Association and Chair, Tourism Industry Association of Ontario

"I would like to thank TIAO for its work on the stakeholder review report, Mapping Ontario's Tourism Future. I appreciate the valuable input from tourism partners across the province and their contribution to this report. I will review the findings and recommendations. Our government looks forward to continuing to work with our industry partners to strengthen and grow the tourism industry in Ontario."

The Honourable Michael Coteau, Minister of Tourism, Culture and Sport

Image with caption: "Tourism Industry Association of Ontario (CNW Group/Tourism Industry Association of Ontario)". Image available at: http://photos.newswire.ca/images/download/20141110_C6827_PHOTO_EN_7777.jpg

SOURCE: Tourism Industry Association of Ontario

Catarina Xhuli, [email protected], 416-305-8249