Discovering Ontario: A Report on the Future of Tourism
To fully realize the opportunities that tourism can provide to Ontario, the final report of the Ontario Tourism Competitiveness Study, released in February 2009, makes four broad strategic proposals and 20 specific recommendations to achieve the goal of having Ontario become one of the world's preferred places to visit.
I: Change how government and industry work together to develop tourism and foster economic growth.
Set targets: Ontario should set its sights on becoming one of the world's preferred destinations. It has the potential and all the necessary elements it needs to be a leading global destination. By 2020, Ontario will aim to increase the economic contribution of the sector by doubling tourism receipts.
Establish regions: Ontario should establish tourism regions to better coordinate tourism marketing and management across the province. Each region should work towards creating a unique brand and a stellar experience within a provincial brand. There should be one Destination Marketing and Management Organization for each region.
Regularize destination marketing fees: To help support expanded regional tourism marketing and management efforts, Ontario should standardize Destination Marketing Fees (a fee on the room portion of a guest bill) across the province.
Encourage a single tourism industry association: The tourism industry should establish one effective and adequately resourced umbrella association to represent the needs of the entire industry. It should reflect the diversity of the industry across the province.
Open our doors: Ontario should advocate for the federal government to improve access to international markets, reduce barriers for entry into the province and overall, make it easier for tourists to get here.