Tourism Toronto President and CEO Johanne Bélanger and NYC & Company President and CEO Fred Dixon announced a new city-to-city tourism partnership between Toronto and New York on Oct. 18.
As similar cities with similar values of diversity and inclusivity, Toronto and New York have come together to promote tourism in a unique partnership that city officials call both symbolic and practical.
Tourism Toronto and NYC & Company launched the official partnership to boost tourism between the two cities on Wednesday at a ceremony at the Four Seasons Hotel in Toronto – an important and symbolic brand for both cities, it was noted. It’s a partnership that tourism execs hope will resonate with residents of both cities, and visitors from abroad, who will find two-like minded locales that are “attractive and welcoming hubs for global travel.”
“This is a special moment,” Tourism Toronto President and CEO Johanne Bélanger said in launching the city-to-city tourism partnership -- the first of its kind for Toronto – along with NYC & Company President and CEO Fred Dixon. The two-year alliance includes a collaboration agreement between the two destination marketing organizations, the sharing of best practices in tourism marketing to increase the number of visitors between both markets in the years ahead, and a swap of $500,000 in marketing and advertising assets to promote the other destination in their respective city.
Specifically, in New York City, advertisements will appear on bus stop shelters across all five boroughs beginning Oct. 23 for eight weeks to promote Toronto while New York City advertisements will be featured in Toronto through out-of-home media and radio beginning the third week of November and running into February, 2018.
“Toronto and New York City are the financial, entertainment and cultural centres of our two nations and this partnership goes a long way to share our big-city experiences with each other’s residents and visitors,” explained Bélanger.
Noting the symbolism of the agreement, she added, “When the two largest cities in our countries – vibrant world-leading cities – embrace and come together, we are showing just how powerful inclusivity can be.”
And nowadays, that sense of inclusivity is “more important than ever,” added Dixon.
Canada is New York City’s third largest source of international visitation—last year, the city welcomed 928,000 visitors. In 2017, that number is projected to grow to 938,000. Toronto is the largest source market of visitation from Canada to NYC.
In 2016, Toronto welcomed 2.8 million American visitors – the eighth consecutive year of growth from the important U.S. market. New York State is the largest source market within the U.S. at 637,000 visitors and the greater New York City area accounts for approximately half of that total.
To celebrate the partnership between Tourism Toronto and NYC & Company, Air Canada is offering special fares from Toronto to New York from $155 through Feb. 15, 2018, when booked by Oct. 23.
- Sales tips for Products & Destinations
- Career Building Advice
- Business Development Techniques
- The Latest Industry News
3 TL Network Movers & Shakers to Keep an Eye On
This piece originally published in the Key Notes on Travel spring 2020 issue. In this column, we take pause to...
Animal Allies: Navigating the Dubious World of Animal Tourism
How the travel industry can support changing attitudes towards wildlife tourism
In It to Win It: Trafalgar and Costsaver Reward Trips 2020
Trafalgar and Costsaver have announced the exciting destinations of two upcoming rewards trips: Acclaim 2020 and Crew 2020.
Get Your S.H.I.P. Together: The C.R.A.P. That's Stopping You from Achieving Your Sales Goals
You love travel, but face it: passion doesn’t pay the bills. Success is predicated on the ability to sell.
Opinion: Recognized leadership is no longer a travel industry nice-to-have, but a strategic imperative
By 2031, the world will welcome its two billionth traveller. As competition for tourists intensifies, there will be winners and...