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Destination Ontario's primary role is to market Ontario as a tourism destination provincially, nationally and internationally in partnership with tourism stakeholders. Destination Ontario's marketing activities take place in eleven countries: Canada, United States, United Kingdom, France, Germany, China, Japan, South Korea, India, Brazil and Mexico.
Destination Ontario determines its level of engagement and investment through a three-tiered approach.
Tier 1 includes the markets of Ontario, Quebec, New York City, Detroit, United Kingdom, and China, and marketing activities are undertaken in brand advertising, travel trade and media relations.
Tier 2 includes the markets of Germany, France, Japan, Brazil, and South Korea, and marketing activities are undertaken in partnership with Destination Canada, travel trade and media relations.
Tier 3 includes the markets of India, Mexico and the rest of Canada, and marketing activities are undertaken through media relations.
It is also important to note that Northern Ontario marketing activities occur within Ontario, New York, Pennsylvania, Michigan, Illinois, Wisconsin, Minnesota and Manitoba and emphasize avid activities including fishing, hunting, powersports touring and outdoor adventures.