International tourism brings new money into Ontario's economy.
Visitors from outside Canada purchase Ontario accommodations, food, transportation, attractions, culture, entertainment and other services, making international tourism an important service export.
At a time of trade uncertainty and increasing international competition, tourism also offers Ontario an opportunity to diversify markets and generate economic activity that reaches businesses and communities throughout the province.
International tourism contributes more than leisure spending.
Business events and business travel bring executives, entrepreneurs, investors and other decision-makers to Ontario and can support investment attraction, talent attraction, trade relationships and broader economic development.
Ontario is competing against destinations across Canada and around the world for these visitors and opportunities.
TIAO's Position
Ontario should strengthen its international tourism competitiveness by increasing Destination Ontario's capacity to grow tourism service exports, diversify international markets and leverage tourism as part of the province's broader economic-development strategy.
Destination marketing should be viewed not simply as promotion, but as an investment in export growth and economic competitiveness.
TIAO is currently asking that the government provide an additional $15 million annually for Destination Ontario. This would help close Ontario's investment gap relative to other leading Canadian destinations while strengthening the province's ability to compete for international visitors and visitor spending.
What TIAO Recommends
Continue competing aggressively in high-value markets, including the United States, while responding to changing economic and geopolitical conditions.
Expand Ontario's presence in additional international markets to create new sources of visitor spending and reduce dependence on individual source markets.
Expand relationships with tour operators, travel advisors, airlines and other international distribution partners capable of bringing additional visitors to Ontario.
Provide Ontario's tourism industry with research, market intelligence and knowledge-sharing required to make effective international investment decisions..
Use Ontario's international presence to strengthen competitiveness for meetings, conventions, business events and other high-value travel.
What Success Looks Like
- Ontario attracts more international visitors and visitor spending.
- The province develops a more diversified portfolio of international markets.
- International visitors stay longer, travel more widely across Ontario and contribute to stronger year-round demand.
- Tourism generates increased service export revenue while supporting business events, investment attraction and Ontario's broader international competitiveness.
Related Research & Resources
- Forward Motion — Grow & Attract Visitors
- TIAO International Marketing Industry Research — 2026
- International Marketing Environmental Scan
- Destination Ontario
- Provincial Pre-Budget Submissions
- Business Events Policy & Research
