Destination Toronto Launches 10-Year Tourism Master Plan

Marking National Tourism Week, Destination Toronto has launched the Toronto Destination Master Plan, which it calls “a bold, city-building roadmap that sets a shared course for the future of Toronto’s visitor economy, developed jointly with a broad coalition of industry and community leaders.”

Tourism has proven to be one of Canada’s most resilient export sectors, particularly in Toronto with its broad global connectivity. Featuring a wide range of strategies, the plan also calls for tangible outcomes like a new convention centre, a pedestrian street and new signature events.

Coming off a record-breaking year in 2025, with 28 million visitors generating over $9 billion in spending at businesses throughout the city, Toronto is attracting more visitors than ever before, even in the face of geopolitical and economic headwinds. 

But Destination Toronto says that while the city’s tourism foundation is strong, there is also significant competition from cities across North America that are investing in infrastructure, public space enhancements and signature attractions.

Officials say Toronto’s Destination Master Plan is an opportunity to increase the city’s global competitiveness and to build on the city’s momentum through a coordinated, long-term strategy.

“This plan is a roadmap to elevate Toronto’s competitiveness as one of the most exciting and appealing urban destinations for leisure travel and major meetings and events, supporting thousands of businesses and tens of thousands of jobs all throughout our city,” said Andrew Weir, President and CEO of Destination Toronto. 

Five interconnected tracks — including 29 strategies and more than 100 concrete actions — form a framework for implementation to enhance the visitor experience and elevate Toronto’s global appeal to attract visitors and visitor spending to the city:

• Ensure the city is welcoming, safe, and inspiring.
• Seamlessly connect people to and within Toronto and the broader region.
• Increase Toronto’s competitiveness for major events.
• Develop new attractors and demand drivers.
• Unite partners and resources to advance destination stewardship.

“We are starting from a position of strength and a destination that millions of people choose to visit and meet in every year,” said Weir. 

“This plan calls on our community to double down on our most compelling attractors and districts so they are even stronger experiences, while also building a pipeline of new and next. It addresses key gaps in the visitor experience from transportation to safety to street-level vibrancy, and also identifies transformational opportunities like a new convention centre, a pedestrian street, and signature events that drive year-round appeal.”