As millions of visitors and billions of dollars arrive in Toronto each year, leaders across Toronto’s visitor economy have united behind an ambitious plan to elevate the city’s tourism competitiveness.
Marking National Tourism Week, Destination Toronto has launched the Toronto Destination Master Plan: what it describes as “a bold, city-building roadmap” that sets a shares course for the future of Toronto’s visitor economy, developed jointly with a broad coalition of industry and community leaders.
Destination Toronto said tourism has proven to be one of Canada’s most resilient export sectors, particularly in Toronto with its broad global connectivity. Following a record-breaking year in 2025, with 28 million visitors generating over $9 billion in spending at businesses all throughout the city, Toronto is attracting more visitors than ever before, even in the face of geopolitical and economic headwinds. Toronto’s foundations are strong and the opportunities ahead are significant.
“However, cities across North America are investing decisively in infrastructure, public realm enhancements and signature attractions that elevate their international profiles and capture market share. Toronto’s Destination Master Plan is an opportunity to increase the city’s global competitiveness and to build on the city’s momentum through a coordinated, long-term strategy,” it noted.
“This plan is a roadmap to elevate Toronto’s competitiveness as one of the most exciting and appealing urban destinations for leisure travel and major meetings and events, supporting thousands of businesses and tens of thousands of jobs all throughout our city,” said Andrew Weir, President and CEO of Destination Toronto. “Because it was built collectively, with input from hundreds of businesses in and around the visitor economy, it reflects a city-wide view not only of the opportunity but of the path to seize that opportunity.”
The organization said the Plan was developed through extensive research within Toronto and among comparative cities, stakeholder engagement, and community consultation from more than 400 organizations and overseen by a Steering Committee of senior leaders from across sectors.
It outlined five interconnected tracks, including 29 strategies and more than 100 concrete actions, form a comprehensive framework for implementation to enhance the visitor experience, add new demand drivers and elevate Toronto’s global appeal to attract visitors and visitor spending to the city:
- Ensure the city is welcoming, safe, and inspiring
- Seamlessly connect people to and within Toronto and the broader region
- Increase Toronto’s competitiveness for major events
- Develop new attractors and demand drivers
- Unite partners and resources to advance destination stewardship
“We are starting from a position of strength and a destination that millions of people choose to visit and meet in every year,” said Weir. “This plan calls on our community to double down on our most compelling attractors and districts so they are even stronger experiences, while also building a pipeline of new and next. It addresses key gaps in the visitor experience from transportation to safety to street-level vibrancy, and also identifies transformational opportunities like a new convention centre, a pedestrian street, and signature events that drive year-round appeal.”
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