What’s Shaping Ontario Tourism Right Now
TIAO Visits the Niagara District Airport
Last week, members of the TIAO team visited Niagara District Airport to discuss the role improved connectivity can play in supporting tourism growth in Niagara and across Ontario. We heard more about Niagara District Airport’s 2025–2045 Master Plan, which sets a long-term direction for the airport’s evolution, including phased improvements to modernize facilities, strengthen safety, and prepare for future growth and expanded service. We also had the opportunity to hear about the early success of Air Canada’s Landline service, connecting Niagara District Airport with Toronto Pearson and making it easier for travellers to access Air Canada’s broader network. During our visit, an Air Canada Landline motorcoach pulled in to pick up passengers, giving us a firsthand look at this new connection in action. Improving the ways visitors can move to, from and throughout Ontario is an important part of strengthening our tourism economy, and is a key pillar of Forward Motion: Ontario’s Tourism Strategy.
New Research Shows the Lasting Impact of Global Events
Major events can create tourism impact long after the final whistle. New visitor research from Destination Ontario, Destination Toronto and Context Research Group Inc. (CRG) offers valuable insight into the impact of FIFA World Cup 2026™ Toronto, including visitor spending, travel beyond Toronto, perceptions of Ontario and future travel intent. With 92% of visitors surveyed saying they’re likely to return to Ontario for leisure travel within the next two years, there are valuable takeaways here for Ontario’s tourism industry. This research also highlights the importance of quality, timely data to inform strategic decision-making across the sector.
Are Digital Mapping Changes Affecting Your Website or Marketing?
Recent reports indicate that some websites using embedded mapping platforms like Google Maps or Apple Maps are displaying ‘Lake America’ instead of ‘Lake Ontario.’ While this issue may not be affecting every website—and may extend differently across other mapping platforms—we know that accurate geographic information is essential for tourism operators, destination organizations, attractions, accommodations and businesses across Ontario. We are currently gathering information from industry to better understand the scope and potential impact of this issue. If your organization uses Google Maps, Apple Maps, Bing Maps or other mapping and digital platforms, we encourage you to check how your destination and visitor content is displayed.
If you are experiencing an issue, please let us know at info@tiaontario.ca. Screenshots and specific examples are particularly helpful. We also want to hear about any other visitor experience, marketing or operational concerns we should be considering.
Your feedback will help TIAO assess the potential impact on Ontario's tourism sector and inform our discussions with industry partners, digital platform providers and government.
Federal Government Extends the Fuel Excise Tax
TIAO welcomes the federal government’s recent extension of the federal fuel excise tax relief on gasoline and diesel. This extension will help to make travel more affordable at a time when many Canadians are looking to visit destinations and experiences closer to home. It also offers important support to businesses facing continued uncertainty amid shifting trade policy and tariffs. Affordable and accessible transportation is a key pillar of Forward Motion: Ontario’s Tourism Strategy, and TIAO continues to engage with government and community partners to improve connectivity in Ontario and across the country.
Upcoming Podcast Episode: TIAO's Fall Advocacy Update
Queen’s Park is getting ready to return, and we have a busy fall advocacy agenda ahead at TIAO. I recently sat down with TIAO President & CEO Andrew Siegwart to talk about where things stand following our government engagement at the Association of Municipalities of Ontario annual conference, and the policy priorities we’ll be advancing this fall.
Against the backdrop of continued Canada-U.S. trade uncertainty, we talk about the role tourism can play in strengthening Ontario’s economy, from growing international visitation and unlocking private investment and product development, to rebuilding workforce capacity, modernizing Ontario’s Municipal Accommodation Tax framework and improving transportation connectivity. We also look at how this work connects back to TIAO’s Forward Motion strategy and the opportunity in front of us to position tourism as a critical part of Ontario’s economic growth.
Look for this episode of Forward Motion tomorrow on your favourite podcast platform.
Nathan Olmstead,
Senior Manager of Public Affairs, Policy, and Strategic Communications