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. TIAO received support from the Government of Canada, through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), to facilitate the development of the plan.
“This strategy represents a turning point for Ontario tourism,” said Andrew Siegwart, President and CEO of TIAO. “It’s a sector-led blueprint that reflects the diversity, ambition, and resilience of Ontario’s tourism community. With a unified plan in hand, we can build a more competitive, inclusive, and high-performing visitor economy for the years ahead.”
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.
“This strategy doesn’t just respond to current challenges; it anticipates what’s next,” said Siegwart. “It calls for international market development, expanded transportation links, investment attraction, workforce innovation, and better coordination across all levels of the tourism system.”
The Strategic Tourism Playbook for Ontario’s Tourism Industry is designed not only to accelerate growth, but also to create inclusive opportunities that strengthen communities across the province.
The full strategy is available at: tiaontario.ca/tourismstrategy
“Ontario’s tourism industry has always been more than an economic driver—it’s the thread weaving together our local economies, cultures, and communities. At this hinge moment, with global uncertainty and new realities emerging across our border, the tourism sector exemplifies resilience and new opportunities. This new strategy lays out a unified roadmap to safeguard and elevate what makes our province extraordinary. Through FedDev Ontario, our government is proud to invest in this vision, because we know that when Ontario’s tourism shines, it sparks jobs, investment, and pride throughout every corner of the province.”
— The Honourable Evan Solomon, Minister of Artificial Intelligence, Digital Innovation, and Minister responsible for the Federal Economic Development Agency for Southern Ontario
Ontario’s tourism industry is dynamic, diverse, and deeply woven into the fabric of Canada’s economy. This strategy reflects the voices of those on the front lines—small business owners, Indigenous leaders, and tourism workers—who know what it takes to grow the visitor economy in every corner of the province. As Minister for tourism, I’m committed to working with partners across the country to strengthen this vital sector, create good jobs, and ensure more Canadians and international visitors experience everything Ontario has to offer.”
— The Honourable Rechie Valdez, Secretary of State for Tourism and Small Business
About TIAO
The Tourism Industry Association of Ontario (TIAO) is the recognized voice of tourism in Ontario. TIAO brings together government, industry, and communities to champion policies, programs, and initiatives that strengthen Ontario’s visitor economy. Learn more about TIAO at www.tiaontario.ca.
For 16 years, the Government of Canada, through FedDev Ontario, has worked to advance and diversify the southern Ontario economy through funding opportunities and business services that support innovation, growth and job creation in Canada’s most populous region. The Agency has delivered impressive results, which can be seen in southern Ontario businesses that are creating innovative technologies, improving productivity, growing revenues, creating jobs, and in the economic advancement of communities across the region. Learn more about the impact the Agency is having in southern Ontario by exploring our investment profiles, our Southern Ontario Spotlight, and FedDev Ontario’s X, Facebook, Instagram and LinkedIn accounts.
Media Opportunities
Andrew Siegwart
President and CEO
Tourism Industry Association of Ontario
media@tiaontario.ca
Sofia Ouslis
Press Secretary
Minister of Artificial Intelligence, Digital Innovation and the Federal Economic Development Agency for Southern Ontario
sofia.ouslis@ised-isde.gc.ca