DESTINATION ONTARIO VISION
To position Ontario as a preferred global destination
To generate increased visitation by Ontario, Canadian and international tourists, enhance tourism expenditures in Ontario and contribute to provincial economic prosperity through impactful marketing and results-oriented investment partnerships
In the fall of 2016, the Ministry of Tourism, Culture and Sport released the Strategic Framework for Tourism in Ontario. The Framework encourages collaborative and innovative approaches to tourism that are focused on shared goals between government and industry and are supported by the Tourism Industry Association of Ontario. Destination Ontario recognizes the responsibility that they have as Ontario tourism’s lead marketing organization to spearhead a more collaborative and aligned approach to marketing the province.