Toronto targets growth with new 10-year tourism strategy

Destination Toronto has launched a new Destination Master Plan, a 10-year strategy aimed at strengthening the city’s global competitiveness and growing its visitor economy. 

The plan was developed with input from more than 400 organizations across industry and community groups.

The timing comes as Toronto builds on a record-breaking year. 

In 2025, the city welcomed 28 million visitors who generated more than $9 billion in spending.

“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.

The strategy focuses on five priority areas, including improving the visitor experience, strengthening transportation connections, increasing the city’s ability to host major events, developing new attractions, and better aligning partners across the tourism ecosystem.

The plan outlines 29 strategies and more than 100 actions designed to guide development over the next decade.

It also points to gaps that could limit growth if left unaddressed — including transportation, safety and the need for more compelling year-round experiences.

“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,” said Weir, adding that opportunities could include major infrastructure like a new convention centre, expanded pedestrian spaces and new signature events.

“Toronto's visitor economy is one of our most significant competitive assets: $9 billion in annual spending, tens of thousands of jobs, and a direct pipeline for business investment and talent attraction. But we've been competing globally without a coordinated game plan. This Destination Master Plan changes that,” said Giles Gherson, president and CEO of the Toronto Region Board of Trade.

There’s also a strong focus on the on-the-ground experience — something local stakeholders say is critical to staying competitive.

The waterfront is another major piece of the long-term vision.

“Toronto's waterfront is one of our greatest city-building opportunities — and the Destination Master Plan helps ensure we're shaping it as a world-class place to live and visit,” said George Zegarac, president and CEO of Waterfront Toronto.

Implementation will be shared across government, industry and community partners, with Destination Toronto acting as the lead coordinator.

The goal is to position Toronto to capture more visitor spending and compete more aggressively with other North American cities investing heavily in tourism infrastructure and experiences

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