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Ontario Needs Tourism

Let’s Grow Tourism’s Economic Impact: Advocate for Key Recommendations in This Election

The tourism industry is an integral part of the economic future of Ontario. Found in every riding across the province, tourism employs approximately 1 in 10 Ontarians, with over 770,000 people employed in tourism or related industries.  In 2023, the sector contributed $32 billion to Ontario’s GDP and generated $33 billion in spending, with approximately $6 billion in annual provincial tax revenues.  

Tourism’s economic impact extends far beyond tourism businesses and workers, benefiting other businesses, industries, communities, and the economy through tax revenue and community infrastructure. Tourism is not only a key economic driver as an industry; it is an indispensable component of broader economic development across the province and country. Tourism and hospitality play a significant role in creating vibrant communities to work and live.  

In 2023, there were over 130 million visits to Ontario. The tourism economy is showing year-over-year gains in visitation and spending; however, it is still behind 2019 levels in key areas like cross border and overseas visitation and business travel. Tourism operators are still facing significant challenges, including high debt levels and rising costs, which are constraining profitability and limiting reinvestment. Additionally, recent changes to federal immigration policies are exacerbating labour shortages across the sector, and infrastructure gaps are further hindering the industry’s ability to grow, connect, and compete effectively.    

Political and economic uncertainties, particularly in the Canada-U.S. relationship, further impact tourism. The U.S. market represents 22% of tourism spending in Ontario, making cross-border travel and trade essential to our industry’s health.  Shifts in immigration policies, tariffs, and trade agreements will have significant ripple effects on travel patterns, consumer behavior and business costs. Our responsiveness to those risks and opportunities is critical.   

On February 27, Ontario will head to the polls to elect a provincial government. This election will shape Ontario’s economic strategies, and we must ensure that every candidate vying for elected office understands the limitless opportunities for growth and prosperity in this sector. 

This non-partisan microsite is designed to help us start a conversation with all candidates in every riding, in-person, at meetings and on social media about why #OntarioNeedsTourism.

Here’s what you can do to help: 

Fill in your details and send our pre-populated letter and invitation to meet TIAO to all candidates in your riding today.

Download our key messages and social media messages to share on your social media accounts. 

Request a meeting with your local candidates and share TIAO’s key messaging.

Attend an all-candidates debate.

“Tourism is essential to Ontario’s economy, driving job creation, supporting local businesses, and connecting communities. With nearly 10% of the workforce employed in the sector, tourism offers diverse opportunities, often serving as many Ontarians’ first job and a crucial stepping stone to valuable work experience and career growth.”

Susan Christensen, Ontario Tourism Education Corporation

“Northern Ontario’s tourism industry is not just a vital economic driver—it’s the backbone of local communities. Generating $1.7 billion in annual receipts and contributing $450 million to Ontario’s GDP, tourism supports one in four businesses and employs 40% of the workforce. It fuels local economies and ensures that 90% of the economic benefits stay within the region. As the largest employer of young workers, tourism is the key to Northern Ontario’s prosperity, making every visitor’s contribution essential to the North’s future.”

David MacLachlan, Destination Northern Ontario

“Festivals and events are powerful catalysts for Ontario’s tourism economy, drawing visitors from across the province and beyond to experience unique waterfront destinations. The Toronto Waterfront Festival creates authentic experiences that bring together local residents and tourists, with over 30% of our attendees traveling more than 40km to participate. When visitors come to our festival, they stay in local hotels, dine in waterfront restaurants, and explore Toronto attractions, creating a ripple effect of economic benefits that strengthens Ontario’s position as a premier tourism destination.”

Victoria Mahoney, Toronto Waterfront Festival

“Employing over 35,000 people and generating $2.6 billion in spending every year, the tourism industry is a key economic sector in Ottawa. When tourism thrives, it improves the quality of life of Ontarians and benefits the entire economy, bringing prosperity and vibrancy to our communities.”

Michael Crockatt, Ottawa Tourism

“The visitor economy is the backbone of growth and sustainability for every community in this province.  Visitors fill the tills of residents’ favourite stores and restaurants, in some instances making the difference between bankruptcy and solvency.  Visitors often fall in love with a community and decide to set down roots there, leading to a larger local skilled workforce.  More local skilled labour makes the community more attractive for further investment, leading to even more jobs and prosperity for all.  Current support for growth in the visitor economy is so low that there will be exponential growth for every dollar invested.”

Chuck Thibeault, Central Counties Tourism

“Business Events are back and more delegates are looking at off site activities for accompanying family members. Hotels, Restaurants and Attractions are weaved into the planning of our programs and we need Ontario tourism back on its feet.”

Dionne Bishop, Events By Dionne

“Tourism is a critical part of the local economy at all levels (municipal, provincial, and national).  It provides opportunities and jobs, contributes tax revenues, and has a ripple effect to help bolster other sectors of the economy.  Ontario needs tourism so businesses can thrive in times of economic uncertainty. “

Jason Rizzuti and Aaron Binder, Go Tours Canada

“With over 250,000 lakes and rivers across Ontario, an economic impact exceeding $4B and as a driver of over 30,000 rural jobs, recreational boating is part of the fabric of our province. Our sector is a proud part of Ontario’s tourism industry and recreational boating is a positive driver in Ontario’s economic recovery while the headwinds we face are escalating commercial insurance premiums, a severe lack of workers and affordable housing.”

Rick Layzell, Boating Ontario Association

“Ontario needs the Indigenous tourism industry to meet the unprecedented international and domestic consumer demand for authentic Indigenous tourism experiences. Supporting the original hosts grow their $650+ M contribution to the GDP will help grow the Ontario economy for all.”

Kevin Eshkawkogan, Indigenous Tourism Ontario

Hear from TIAO's President & CEO

We need your help now to make tourism a priority for all candidates.

Take 2 minutes and send a letter to your local candidates today! Let them know why #OntarioNeedsTourism. Time is running out – every email counts!

#OntarioNeedsTourism - share your story!

Social media is a powerful tool to help amplify our message about the importance of the tourism industry. Visit our election toolkit to download sample social media messages and images that you can use on your own accounts.

Be sure to use the hashtag #OntarioNeedsTourism, tag @TIAOtweets and tag your local candidates.

About TIAO

Tourism Industry Association of Ontario (TIAO) works on behalf of our membership, collectively representing tourism businesses and employees across the province, to seize opportunities through bold policy development and strategic advocacy, driving the growth and resilience of Ontario’s tourism industry.

TIAO leads the way in government relations on behalf of the Ontario tourism industry, including tourism businesses and operators, destination marketing organizations, regional tourism organizations, sector organizations, and educators. We provide evidence-based policy recommendations to ensure the provincial government understands and addresses the multifaceted needs of the tourism industry.