Toronto Mice Industry

Topics: Toronto, Convention center, Greater Toronto Area Pages: 8 (2448 words) Published: April 3, 2012

Success in the Meetings Industry is measured by its economic impact. While business tourists represent a smaller number than general tourists, they generate more economic impact. In Ontario, business tourists represent only 1% of the total visits number, but represent 5% of the total visitors’ spending. According to the Ontario Ministry of Tourism, Toronto is the only Canadian destination able to compete with North America, in terms of exhibit space. The city ranks #10 in ICCA top North American cities in the industry. Tourism Toronto is the city’s convention bureau: history.. This report aims to highlight the programs designed for for the industry at local and provincial (Ontario) scale, determine what the attraction factors are for potential convention consumers, identify the city’s supply trends, and finally, suggest future developments for Toronto to remain #1 in Canada.

I.Specific projects developed in order to enhance the MC&IT industry in Toronto

a.‘We’ve been expecting you’ aims to develop service excellency The ‘we’ve been expecting you’ program has been established as a joint project by the City of Toronto, the Province of Ontario and Tourism Toronto. Free of charge, and available to all members of the hospitality, tourism and service sectors in Toronto, it represents the initiative to help install a culture of hospitality excellence throughout the city so that visitors feel welcomed, informed and well treated while in Toronto. In 2006, for the second year in a row, Toronto was named the top Canadian convention bureau for client service in the Flaspöhler survey of meeting planners, making service one of its primary competitive advantages.

b.Tourism Toronto’s social and corporate responsibility targets the industry’s workforce and environmental policies Tourism Toronto has developed 2 projects in the areas of the MC&IT industry: - ‘Students Awards and Training’ offers student from 9 universities in the area, financial awards and internships to develop and promote the convention industry’s workforce. -Moreover, sustainability is promoted through purchasing carbon offsets to compensate for the staff’s travels, and planning informational and awareness sessions. Toronto is said to be “one of the greenest cities in North America. It’s easy to have a green event here”. Tourism Toronto website presents a ‘green pages’ section, presenting a list of all venues and service suppliers that adhere to the CIC (Convention Industry Council) green policies, in order to create an “all-green” event. Corporate Knights Magazine has recognized that Toronto is the most sustainable large city in Canada for the 2nd year in a row (indicators include ecological integrity, economic security, governance and empowerment, infrastructure and built environment, and social well-being). According to Tourism Toronto, “70% of Toronto MC&IT clients are more likely to do business with a CVB or venue that is actively improving their environmental performance”.

c.The Convention Development Fund intents to support Ontario cities’ convention businesses The Convention Development Fund (CDF) is provincially funded, provided on consequent sales aid for several cities in Ontario. The CDF is planned to: -‘Support eligible cities currently in the business of pursuing international and national city-wide conventions in order to secure new business. -Develop Ontario to its full potential as a destination for major conventions -Sustain jobs in tourism, particularly in off-peak seasons. -Encourage private-sector investment in tourism development -Encourage repeat visitation and visitor spending.’

II.Attractivity-influencing factors

a.Destination and venue selection criterias
Key factors when selecting a host city for an event show that hotel-related factors are in the top 5: the price per room factor is considered, as well as the number of hotel rooms and hotel block attrition clauses and issues. Toronto is #3 in...
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