Tourism is an important part of Ontario's economic infrastructure.
Visitor spending supports businesses and employment across urban, rural and northern communities while generating tax revenue and bringing new money into the province.
International tourism is also a service export. Visitors purchase Ontario accommodations, transportation, food, experiences, attractions and other services using money earned outside the province and country.
The opportunity extends beyond leisure travel.
Business events and business travel bring executives, investors, entrepreneurs and decision-makers into Ontario communities, creating opportunities to showcase destinations, develop commercial relationships, attract investment and strengthen Ontario's global connections.
At a time of increased trade uncertainty and global competition, tourism can contribute to Ontario and Canada's efforts to diversify markets, strengthen economic resilience and develop new sources of growth.
TIAO's Position
Tourism should be recognized and supported as a strategic economic sector capable of generating service exports, attracting investment, creating employment and strengthening communities across Ontario.
Ontario already has an industry-developed strategy for realizing this opportunity.
Forward Motion provides the roadmap for increasing tourism's contribution to Ontario's economy through coordinated action by industry and government.
What TIAO Recommends
Work with Ontario's tourism industry to advance the priorities required to grow visitor spending, employment, investment and tax revenue through 2030.
Increase Ontario's capacity to compete for international leisure visitors, business travellers and major events while diversifying the international markets from which Ontario attracts visitors.
Introduce targeted product-development and capital-investment tools that make more Ontario tourism projects viable and leverage significantly greater private-sector investment.
Create a coordinated, long-term system for tourism workforce development supported by education, work-integrated learning, labour-market intelligence and industry leadership.
Ensure provincial transportation planning considers visitor mobility and destination access and maximizes the tourism and economic-development benefits of major infrastructure investments.
Modernize Ontario's Municipal Accommodation Tax framework and strengthen the ability of municipalities and destination organizations to reinvest visitor-generated revenues effectively.
What Success Looks Like
- Ontario achieves sustained growth in visitor spending, GDP, employment, private investment and tax revenues.
- Tourism contributes increasingly to Ontario's service exports and economic diversification while creating opportunities in communities across the province.
- Tourism is routinely considered in provincial decisions concerning economic development, trade, investment, infrastructure, workforce and community development.
Related Research & Resources
- Forward Motion: A Strategic Playbook for Ontario's Tourism Industry
- Forward Motion Environmental Scans
- TIAO Provincial Pre-Budget Submissions
- TIAO Tourism Economic Impact Research
- TIAO Member Research
- Tourism Investment & Product Development
- Tourism Workforce & Skills
- International Tourism & Destination Marketing
- Transportation & Tourism Connectivity
- Municipal Accommodation Tax & Destination Development
