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From: www.theglobeandmail.com/s...PNational/
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Tourism rebound expected
JENNIFER LEWINGTON
CITY HALL BUREAU CHIEF
Toronto is poised to have its best tourism year since 2001, but the upbeat trend could be short-lived.
According to a forecast this week by Tourism Toronto, visits to the city this year are predicted to climb to 19.4 million, the same number as in 2001 before a downturn caused by fear of SARS and terror threats.
"We're headed to a good place," Tourism Toronto chairman Lyle Hall told the 1,000-member convention and visitors bureau of the 3.2-per-cent growth in visitor numbers expected this year.
But he also warned of "troubling clouds on the horizon." Mr. Hall was referring to U.S. plans to tighten border security starting next Jan. 1, but hitting in a big way on Jan. 1, 2008, with passport and other requirements that could dampen interest in quick trips to Canada.
This year, the number of visitors from the United States is expected to grow 1 per cent to 2.7 million, essentially flat compared with 2005. Still, the trend is relatively good news, coming after five years of declining visits from Americans.
"The U.S. market remains a challenge," said Tourism Toronto president Bruce MacMillan, citing soaring gasoline prices, the rising Canadian dollar and uncertainty over border-security rules the United States will impose. The rules will apply to air travellers in January and affect those driving later in 2007.
The big growth in visitors to Toronto is in the international segment of the market, led by Japan, Britain and Mexico. This year, the number of visitors from overseas and Mexico is expected to jump about 7 per cent to 1.6 million compared with 2005, which also recorded strong growth.
In a change of strategy, Tourism Toronto is making joint marketing efforts with other Ontario cities, as well as the provincial and federal governments. For example, all subway and rail cars in Japan feature ads from tour operators offering deals to Canadian destinations.
Meanwhile, the local tourism industry is not giving up on its major market south of the border. This spring and summer, Toronto will team up with the Niagara region, Ottawa and the provincial and federal tourism agencies to distribute full-colour inserts in 25 U.S. cities, reaching seven million homes in the border states and in mid-range markets such as Boston and Indianapolis.
________________________
Tourism rebound expected
JENNIFER LEWINGTON
CITY HALL BUREAU CHIEF
Toronto is poised to have its best tourism year since 2001, but the upbeat trend could be short-lived.
According to a forecast this week by Tourism Toronto, visits to the city this year are predicted to climb to 19.4 million, the same number as in 2001 before a downturn caused by fear of SARS and terror threats.
"We're headed to a good place," Tourism Toronto chairman Lyle Hall told the 1,000-member convention and visitors bureau of the 3.2-per-cent growth in visitor numbers expected this year.
But he also warned of "troubling clouds on the horizon." Mr. Hall was referring to U.S. plans to tighten border security starting next Jan. 1, but hitting in a big way on Jan. 1, 2008, with passport and other requirements that could dampen interest in quick trips to Canada.
This year, the number of visitors from the United States is expected to grow 1 per cent to 2.7 million, essentially flat compared with 2005. Still, the trend is relatively good news, coming after five years of declining visits from Americans.
"The U.S. market remains a challenge," said Tourism Toronto president Bruce MacMillan, citing soaring gasoline prices, the rising Canadian dollar and uncertainty over border-security rules the United States will impose. The rules will apply to air travellers in January and affect those driving later in 2007.
The big growth in visitors to Toronto is in the international segment of the market, led by Japan, Britain and Mexico. This year, the number of visitors from overseas and Mexico is expected to jump about 7 per cent to 1.6 million compared with 2005, which also recorded strong growth.
In a change of strategy, Tourism Toronto is making joint marketing efforts with other Ontario cities, as well as the provincial and federal governments. For example, all subway and rail cars in Japan feature ads from tour operators offering deals to Canadian destinations.
Meanwhile, the local tourism industry is not giving up on its major market south of the border. This spring and summer, Toronto will team up with the Niagara region, Ottawa and the provincial and federal tourism agencies to distribute full-colour inserts in 25 U.S. cities, reaching seven million homes in the border states and in mid-range markets such as Boston and Indianapolis.