The Tourism Industry Association of Ontario (TIAO) is proud to announce the launch of Forward Motion - A Strategic Playbook for Ontario’s Tourism Industry (2025 – 2030), a forward-looking strategy that charts a bold course to drive investment, attract talent, diversify and grow markets, and strengthen Ontario’s visitor economy.
Developed through an extensive province-wide consultation process, the Playbook captures the voices and insights of Indigenous leaders, tourism businesses, regional and sectoral organizations, destination marketing organizations, educators, and government partners. The result is a shared roadmap to unlock Ontario’s full tourism potential.
The strategy is anchored by six core pillars:
🧳Attract More Visitors and Spending
🛣️Expand Transportation Infrastructure
🌟Strengthen Workforce Resilience
📈Facilitate Product Development and Capacity Investment
♻️Advance Practical Sustainability
🤝Foster Collaboration and Leadership
By 2030, the strategy aims to grow visitor spending by 4% annually, from an estimated $30.7 billion in 2025 to over $38 billion – creating 35, 000 new tourism jobs and generating an additional $1.5 billion in annual tax revenue.
Read the full press release, learn more about Ontario’s new Tourism Strategy, and access more resources at tiaontario.ca/tourismstrategy
Expand Your Talent Pool - Members Post Jobs for Free on TIAO's Board!
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Not a TIAO member yet? Discover how a TIAO membership provides the resources, connections, and benefits to drive your tourism organization forward.
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https://www.tiaontario.ca/jobs
⭐ Behind every unforgettable Ontario experience, there’s someone who made it happen.
Now’s your chance to make sure they’re recognized.
Submissions are now open for the 2026 Ontario Tourism Awards of Excellence, with categories spanning Tourism Champion of the Year, Accessible Tourism, Culinary & Agritourism, Indigenous Tourism, Sustainable Tourism, Influencer of the Year, student leadership awards, and more.
To apply:
📱 Submit a short video application (filmed on your phone is completely fine!)
🤝 Have any referenced partners or collaborators submit a letter of support
🗓 Deadline: July 15, 2026
🔗 Learn more & apply - link in bio
Who deserves the spotlight this year? Tag them below 👇
#OntarioTourism #TourismIndustry #TourismAwards #AwardsOfExcellence #HospitalityIndustry
#TourismLeadership #TourismMarketing #IndigenousTourism #SustainableTourism #AccessibleTourism #CulinaryTourism #SportTourism #OntarioEvents #TourismInnovation
Cross-border angling. Conservation concerns. Shore lunches. And yes… what a “jig” actually is 😉🎣
ICYMI: A new episode of Forward Motion is now streaming.
Andrew sits down with Laurie Marcil, Executive Director of the Northern Ontario Tourist Outfitters Association, to discuss the growing concerns surrounding cross-border angling activity in Northwestern Ontario — including economic impacts, border policy gaps, conservation concerns, and what operators are seeing on the water.
The episode also highlights what makes Northern Ontario tourism experiences so memorable, from remote fly-in lodges and authentic hospitality to the iconic Canadian shore lunch.
With Ontario’s free fishing weekend taking place this Mother’s Day weekend, it’s the perfect reminder to get outside, spend time with family, and experience the magic of being on the water.
🎧 Listen now at the link in bio.
#OntarioTourism #ForwardMotionPodcast #FishingOntario #NorthernOntario #TourismIndustry #OntarioOutdoors #SportFishing #TourismMatters
🏒⛷️ Big wins for sport tourism in Northern Ontario.
TIAO welcomes the Ontario government’s investment of over $3 million in sport and recreation infrastructure in Sault Ste. Marie — including $1.3 million to support the hosting of the 2028 Ontario Winter Games and $2 million through the NOHFC to redevelop the John Rhodes Community Centre.
As outlined in Ontario’s Forward Motion Strategy, investments in sport hosting and infrastructure help drive tourism growth, attract major events, and generate economic impact for local businesses and communities across the province.
From tournaments and competitions to visitor spending and community pride, investments like these help strengthen Ontario’s competitiveness as a destination for sport tourism and major events.
@neillumsdenmpp@cityssm
#SportTourism #OntarioTourism #NorthernOntario #SaultSteMarie #OntarioWinterGames #TourismMatters
🎣 What happens when operators profit from the Canadian fishing experience… without truly contributing to the communities, economy, or conservation efforts behind it?
In the latest episode of Forward Motion, Andrew sits down with Laurie Marcil, Executive Director of the Northern Ontario Tourist Outfitters Association (NOTO), to discuss the growing concerns surrounding cross-border angling in Northwestern Ontario.
From economic inequities and border policy gaps to conservation concerns on shared waterways like Lake of the Woods and Rainy River, this conversation explores the challenges facing Northern Ontario outfitters and tourism operators.
We also discuss what makes Northern Ontario tourism experiences unique — from remote fly-in and train-in lodges to iconic shore lunches, authentic hospitality, and meaningful connections to place.
This episode also builds on conversations from our previous episode with Dr. John Smol, where we explored the importance of protecting Ontario’s lakes and ecosystems for future generations. If you haven’t caught that episode yet, be sure to add it to your queue!
🎧 Listen now on Apple Podcasts and Spotify or visit the link in our bio!
@laurie_marcil@noto_1929@destinationnorthernontario
#ForwardMotionPodcast #OntarioTourism #NorthernOntario #Angling #FishingOntario #TourismIndustry #LakeOfTheWoods #RainyRiver #SustainableTourism
👏 Behind every conference, trade show, meeting, and event in Ontario are the people who make it happen!
Today, on #GlobalMeetingsIndustryDay, we’re celebrating the planners, venues, destinations, suppliers, tourism operators, and industry professionals who help bring business events to life across the province.
Across Canada, business events make a significant impact, generating $47B in direct economic impact and supporting 242,000 direct jobs.
From large conferences to local industry gatherings, these events support local businesses, create jobs, drive visitation, and strengthen Ontario’s tourism economy.
Today, we celebrate the people, partnerships, and hard work behind it all 👏
@mpiottawa@mpitoronto@mtgsmeanbizca
#GMID2026 #MeetingsMatter #BusinessEvents #OntarioTourism #EventProfs
Goats… on a tower? 🐐
Yes… really!
Members of the TIAO team were excited to attend the launch of the Tower of Goats Discovery Trail.
This one-of-a-kind attraction at @udderlyridiculousfarmlife features a 28-foot goat tower and a 13-stop, self-guided walking experience where visitors can explore the farm and meet a variety of animals along the way.
Great to attend alongside Justin Lafontaine (@destination_toronto ), Joanne Wolnik(@ontsouthwest )and Steven Hellman(@thefoodiesgroup@torontoattractionscouncil ).
A great example of how agricultural tourism continues to grow in Ontario and turn local farms into must-visit destinations.
📍Add it to your summer bucket list.
@erniehardemanmpp
👏 100 years of impact in Toronto’s tourism sector!
A special moment at today’s Destination Toronto AGM, as @mayoroliviachow recognized 100 years of impact.
For a century, Destination Toronto has played a key role in shaping the city’s visitor economy and global reputation.
Congratulations to Andrew Weir, Trevor Lui, and the entire Destination Toronto team on this achievement 🎉👏
@destination_toronto
#DestinationToronto #TorontoTourism #TourismIndustry #TourismLeadership #OntarioTourism #VisitorEconomy #TourismMatters #100Years
🎉 $20M invested in Ontario’s festivals & events!
TIAO welcomes today's announcement from the Ontario government of over $20 million in support for nearly 400 festivals and events across the province through Experience Ontario 2026.
This investment matters. Festivals and events are not just celebrations; they are economic engines that attract visitors, fill hotel rooms, support restaurants, and drive spending on main streets in communities across Ontario. At a time when Canadians are choosing to travel closer to home, a strong, vibrant festival and events calendar is one of our most powerful tools for growing tourism.
We also recognize that this funding comes at a critical moment for event organizers. The sector is navigating rising operational costs and a challenging sponsorship environment. Investments like this provide the breathing room organizers need to deliver world-class experiences that make Ontario a destination of choice.
TIAO applauds Minister @stanchompp and @onexplore for making this announcement ahead of the summer season, giving festivals the certainty they need to plan, promote, and execute. We look forward to seeing Ontarians and visitors from across the country experience the best our province has to offer this year.
#ExperienceOntario #OntarioTourism #FestivalsAndEvents #TIAO
We can’t just keep “plugging the holes.”
In this clip from Forward Motion, Dr. John Smol speaks candidly about the urgency of climate change, and why incremental fixes are no longer enough.
For tourism, healthy ecosystems aren’t optional, they’re foundational. What happens to our lakes and landscapes directly shapes the visitor experience across Ontario.
🎧 Listen to the full episode via the link in bio.
#ForwardMotion #TourismMatters #ClimateChange #OntarioTourism #Sustainability #TourismIndustry
We’re closing out National Tourism Week by recognizing the organizations helping drive tourism across Ontario.
Tourism is a powerful economic driver in the province, supporting over 770,000 jobs, employing 1 in 10 Ontarians, and contributing more than $30 billion to Ontario’s GDP.
But its impact goes far beyond the numbers.
Tourism brings life to main streets, supports local businesses, and creates opportunities for communities across Ontario. It’s in the moments people remember, the places they fall in love with, and the connections that keep them coming back.
From attractions and accommodations to food, outdoor experiences, and events, these organizations help make that possible every day.
Together, they help power tourism across Ontario!
#NationalTourismWeek #PoweredByTourism #OntarioTourism
