In February 2009, the Government of Ontario released Discovering Ontario: A report on the future of tourism.This report provides four broad strategic proposals and 20 specific recommendations to revitalize and grow tourism in the province.
Discovering Ontario is the result of the comprehensive Ontario Tourism Competitiveness Study led by Greg Sorbara, the MPP for Vaughan and former Finance Minister.
The new world of tourism is ripe with opportunity. But tourism continues to face long- and short-term challenges, including a strong Canadian dollar, a slowing U.S. economy, changing demographics and greater global competition. If Ontario is to improve its market share, we need to be smarter and more innovative in how we work.
The goal of the Competitiveness Study was to research the state of tourism in Ontario and review best practices in North America and around the world.
It used an extensive consultation process, including input from the tourism industry as well as the broader business sector, financiers and investors, the hospitality industry, the academic and research communities and the travelling public in every region of the province. To that end: