Toronto, ON — The Tourism Industry Association of Ontario (TIAO) will bring together tourism leaders, Members of Provincial Parliament, and senior government officials at Queen’s Park on Monday, December 8, to underscore the sector’s economic importance and advance a suite of policy recommendations aimed at strengthening Ontario’s competitiveness and long-term growth.
Tourism Day takes place at a pivotal moment for the province. The newly released Forward Motion Strategic Playbook for Ontario’s Tourism Industry (2025–2030) outlines an ambitious path to increase visitor spending, create jobs, and attract new investment. Yet despite strong domestic demand this year, performance remains uneven across regions, and the province has not fully regained pre-pandemic levels in international spending, business travel, workforce sustainability, and private-sector profitability and investment.
“Tourism is one of Ontario’s most resilient economic engines,” said Andrew Siegwart, President & CEO of TIAO. “With the right policy tools and targeted investments, the visitor economy can unlock significant new growth in every region of the province.”
Status of Ontario’s Tourism Sector
Ontario accounts for roughly one-third of all visitor spending in Canada. However, in 2025, its domestic, U.S., and overseas spending growth rates continue to trail national averages. A combination of factors—including increased marketing investments by competitor provinces, the loss of more than 50 post-secondary tourism programs in Ontario, and escalating operating costs—are constraining the sector’s ability to compete and grow.
At the same time, expanding global interest in travel to Canada amid U.S. trade dynamics, renewed opportunities in business events, and increasing demand for Indigenous tourism experiences position Ontario for accelerated growth—provided the right policy actions are taken.
Key Recommendations Presented at Queen’s Park
During Tourism Day, TIAO and its delegation will present recommendations to address sector challenges and capture emerging opportunities. These include:
- Increasing Ontario’s tourism marketing competitiveness
- Restoring and stabilizing tourism, hospitality, and culinary programs
- Enhancing immigration pathways to address workforce shortages and support local labour markets
- Launching a Business Events Attraction Fund
- Introducing a Tourism Capital Investment Tax Credit and Product Development Fund
Tourism is a Catalyst for Provincial Growth
Amid economic uncertainty and global trade pressures, tourism continues to be a stabilizing force—supporting local jobs, small businesses, and tax revenue. Ontario’s new tourism strategy, combined with the policy actions advanced by TIAO, aims to deliver 4 per cent annual spending growth, create 35,000 new jobs, and generate an additional $1.5 billion in tax revenue by 2030.
“TIAO is inviting government to work with us as partners in execution,” added Siegwart. “Tourism can deliver immediate wins for Ontario’s economy and long-term prosperity for communities and workers across the province.”
About TIAO
The Tourism Industry Association of Ontario (TIAO) is recognized by government and industry partners as the collective voice of Ontario’s tourism sector. Through consultation, research, and evidence-based advocacy, TIAO works to ensure the policy and regulatory environment supports a strong, competitive, and growing visitor economy.