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The International Marketing team at OTMPC works diligently to position Ontario as a preferred global destination with a mission to increase visitation and visitor expenditures, and thereby contribute to economic growth and prosperity. The aim is to achieve increased awareness of Ontario as a tourism destination, provide consumers with compelling reasons to choose Ontario, and encourage consumers to share Ontario travel experiences. Campaigns are primarily undertaken in partnership with Destination Canada.
Consumer marketing campaigns primarily take place in OTMPC’s Tier 1 and 2 markets (United States, China, U.K., Germany, France, Japan, Brazil and South Korea), while travel trade and media relations activities take place in Tier 3 markets (India and Mexico). Additional targeted campaigns focussing on the outdoor adventure traveller are undertaken in Germany. Search engine marketing and destination and experiential-led online video campaigns support activities throughout the year.
By 2019 Ontario projects USA visitor expenditures will total over $5.2 billion, a 65% increase over 2013, and overseas visitor expenditures will climb 86% to about $7.5 billion*.
*Ontario Ministry of Tourism, Culture and Sport; Ontario Tourism Outlook May 2016 based on 2013 actuals.