Tourism Toronto
Tourism Toronto, operating as Destination Toronto, is the official non-profit destination marketing organization for Toronto, funded by the City of Toronto, the Greater Toronto Hotel Association, and the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries to promote the city to leisure travelers, meeting planners, and the global travel trade.
- Company typePrivate
- Founded1926
- HeadquartersToronto, Canada
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Tourism Toronto does
Tourism Toronto, legally The Toronto Convention and Visitors Association and operating publicly as Destination Toronto, is the official destination marketing organization (DMO) for Toronto. Founded in 1926 and headquartered in Toronto, Canada, it functions as a non-profit that markets Toronto to global leisure travelers, attracts and supports meetings and conventions, and drives visitor traffic to local hotels, attractions, restaurants, and event venues. Its operations are underwritten through partnerships with the City of Toronto, the Greater Toronto Hotel Association, and the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries, with a Board of Directors providing governance.
The organization operates a content-driven digital platform at destinationtoronto.com that aggregates neighborhood guides, event listings, dining and nightlife content (including Michelin Guide curation), attraction information, sports coverage, and trip planning tools. It runs a dedicated travel trade platform, a meetings & events RFP system, and a curated pass business (Toronto Brew Pass, Toronto Museum Pass, Toronto CityPASS). Underlying technology is a SimpleView CRM powering the website and partner extranet; no APIs, SDKs, or AI capabilities are disclosed. Distribution is delivered through owned web and social channels (Instagram, TikTok, Facebook, Pinterest, YouTube, Twitter under #SeeTorontoNow), a network of 39+ Business Improvement Areas (BIAs), four core convention venues, and proactive media relations generating coverage in Condé Nast Traveler, the New York Times, Vogue, Forbes, Travel + Leisure, and Lonely Planet.
The business model is non-commercial at the consumer level: visitors use the platform free of charge, and the organization derives its operating budget from municipal, provincial, and industry-association funding rather than direct revenue capture from bookings. Its current strategic priority is the FIFA World Cup 2026 hosting campaign, which has activated city-wide fan festivals, neighborhood programming, and venue partnerships at scale. Leadership is provided by President & CEO Andrew Weir.
Tourism Toronto firmographics
Firmographics- Name
- Tourism Toronto
- Legal name
- The Toronto Convention and Visitors Association
- Website
- https://destinationtoronto.com
- Company type
- Private
- Founded year
- 1926
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Tourism Toronto, operating as Destination Toronto, is the official non-profit destination marketing organization for Toronto, funded by the City of Toronto, the Greater Toronto Hotel Association, and the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries to promote the city to leisure travelers, meeting planners, and the global travel trade.
- Ownership category
- akta.pro rank
Tourism Toronto industry classification
Industry- Product category
- Destination Marketing Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Arts, Entertainment, and Recreation (71)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)
- akta.pro secondary industries
- Cultural Festivals & Events Organizations (BPAGAHAG), Cultural, Heritage & Arts Travel Agencies (THAKAFAK)
Keywords
Where Tourism Toronto is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Tourism Toronto business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Tourism Marketing Services: Destination Toronto operates as a non-profit destination marketing organization funded through partnerships with the City of Toronto, Greater Toronto Hotel Association, and Ontario Ministry of Heritage, Sport, Tourism and Culture Industries. Revenue supports city-wide tourism promotion, event attraction, and local business support.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Tourism Toronto product offering
Product offeringCore offering
Tourism Toronto (legally The Toronto Convention and Visitors Association, doing business as Destination Toronto) is the official non-profit destination marketing organization for Toronto. It markets and promotes Toronto as a travel destination to global travellers through digital content (attractions, neighborhoods, events, dining, places to stay, trip planning resources), attracts and supports major meetings and conventions, and promotes local tourism businesses via coordinated campaigns in partnership with the City of Toronto, the Greater Toronto Hotel Association, and the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries.
Product overview
Tourism Toronto (Destination Toronto) is the official destination marketing organization for Toronto, operating a tourism marketing website rather than a technology product. The organization promotes Toronto as a travel destination through content about attractions, neighborhoods, events, food and drink, places to stay, and trip planning resources. Their offerings include special passes (Toronto Brew Pass, Toronto Museum Pass, Toronto CityPASS®), event listings, neighborhood guides, and travel planning tools, but these are informational/marketing services rather than a technology product with integrations, APIs, or AI capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Toronto Brew Pass
Companies that use Tourism Toronto
Customer profileSegments4 records
Tourism Toronto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tourism Toronto partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- City of TorontocoreOfficial municipal partner working with Destination Toronto to market and promote the city to global travelers and support local tourism economy.
- Greater Toronto Hotel AssociationcoreIndustry partnership supporting hotel marketing and visitor accommodation promotion across the Greater Toronto Area.
- Ontario Ministry of Heritage, Sport, Tourism and Culture IndustriescoreProvincial government partnership providing funding and support for tourism promotion and major event attraction.
- Fort York and The BentwaymajorFIFA Fan Festival Toronto venue partnership hosting live match screenings, concerts, cultural performances and global food experiences during World Cup 2026.
- Harbourfront CentremajorCanada Soccer House Toronto host venue at Harbourfront Centre featuring match screenings, DJs, live music and cultural programming.
- Metro Toronto Convention CentrecorePrimary convention facility partner for meetings and events marketing and promotion.
- Exhibition PlacecoreMajor event venue partner including for FIFA World Cup 2026 fan experiences.
- Toronto Congress CentrecoreConvention facility partner for meetings and events.
- International CentrecoreConvention and event venue partner.
- Toronto BIAs (Business Improvement Areas)majorPartnership with 39+ Toronto BIAs for neighborhood festivals, watch parties, cultural programming, public art, markets and soccer-themed events during FIFA World Cup 2026.
- Go Tours CanadaminorWalking tour operator partner for Distillery District and other Toronto neighborhood tours.
- SimpleView CRMcoreTechnology platform provider for destination marketing website and CRM operations (extranet.simpleviewcrm.com).
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Tourism Toronto competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tourism Toronto social profiles
Digital presenceTourism Toronto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tourism Toronto leadership team
Management profileNumber of profiles
Tourism Toronto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tourism Toronto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tourism Toronto
What does Tourism Toronto do?
Tourism Toronto (legally The Toronto Convention and Visitors Association, doing business as Destination Toronto) is the official non-profit destination marketing organization for Toronto. It markets and promotes Toronto as a travel destination to global travellers through digital content (attractions, neighborhoods, events, dining, places to stay, trip planning resources), attracts and supports major meetings and conventions, and promotes local tourism businesses via coordinated campaigns in partnership with the City of Toronto, the Greater Toronto Hotel Association, and the Ontario Ministry of Heritage, Sport, Tourism and Culture Industries.
Is Tourism Toronto a public or private company?
Tourism Toronto is a private company. It is currently operating.
When was Tourism Toronto founded?
Tourism Toronto was founded in 1926. It employs 101 to 250 people.
Where is Tourism Toronto based?
Tourism Toronto is headquartered in Toronto, Canada, in the North America region.
How does Tourism Toronto make money?
One revenue line is on record: tourism Marketing Services.
Does Tourism Toronto have an API?
No public API is recorded for Tourism Toronto.
What industry is Tourism Toronto in?
Tourism Toronto's product category is Destination Marketing Services. Its primary akta.pro industry code is THAHAAAA, Convention & Exhibition Centers (Public Convention Centers, Civic Centers), with a secondary code of BPAGAHAG, Cultural Festivals & Events Organizations. Its NAICS code is 711320 and its SIC code is 7990.