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Ontario Tourism Brand

The Ontario Tourism Brand is not a logo or a tagline. A logo and a tagline are merely the period at the end of the sentence. Our Destination Ontario, Ontario brand, is the consumer’s overall perception of Ontario as a place to invest their time and money while travelling.  

The following documents will help you put the Ontario brand to work for you.



Launched in September 2015, the Brand Toolkit explains the basic usage rules for all corporate identity elements and how to utilize them to create powerful and consistent communications pieces, while at the same time strengthening the Ontario brand. The toolkit now features updated photography and writing styles following the summer 2016 launch of the Where Am I? campaign.

Tourism Marketing Glossary of Terms

This  glossary of Tourism Marketing terms is a resource to provide consistent marketing definitions for common use by Destination Ontario, our partners, and stakeholders. This Glossary of Terms has been approved by Destination Ontario’s  Marketing Metrics Committee, a standing committee of the Board of Directors.

2017/18 Marketing Strategy

Presented in September 2016, the annual Destination Ontario marketing strategy is an excellent resource for tourism industry partners. It contains valuable tourism marketing information that partners can use in developing their own marketing plans and programs. The strategy contains information on market research, Destination Ontario's priority markets, and strategic plans by market.  


The Strategic Direction for Marketing Tourism in Northern Ontario 2017-2020 has been developed by the Ontario Tourism Marketing Partnership Corporation (OTMPC) in collaboration with the OTMPC Northern Tourism Marketing Committee, Northern Regional Tourism Organizations, Tourism Northern Ontario (RTO 13) and Explorers' Edge (RTO 12). The Strategic Direction supports the development of collaborative and aligned tourism marketing programs and strategies for Northern Ontario.