Community, Culture, and Economic Catalyst

Tourism in Ontario is more than an industry - it is a dynamic system of community connection, cultural expression, economic growth, and global engagement. It reaches into every corner of the province, weaving together small businesses and global gateways, natural landscapes and downtown cores, long-standing traditions and future-facing innovations.

At its core, tourism is a catalyst - sparking investment, enhancing quality of life, and strengthening local identity. When people travel within Ontario, from across Canada, or around the world, they don’t just fuel spending in hotels and restaurants. They activate domestic supply chains, drive demand for local food, creative content, experiences, and transportation services, and inject energy into sectors ranging from arts and culture to construction, real estate, technology, and more.

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Ontario’s tourism industry is stepping into its future with Forward Motion: A Strategic Playbook for Ontario’s Tourism Industry (2025 - 2030), a bold, sector-led blueprint for long-term growth.

Initiated by TIAO, this strategy is a bold, sector-led roadmap designed to harness the collective strengths of Ontario’s diverse tourism ecosystem. Co-created through extensive, province wide consultation, it reflects the voices and insights of Indigenous leaders, small business owners, major attractions, regional tourism organizations (RTOs), sectoral organizations, destination marketing and management organizations (DMOs), educators, and public agencies.

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Attract More Visitors & Spending

Expand Transportation Infrastructure

Strengthen Workforce Resilience

Facilitate Product Development & Capacity Investment

Advance Practical Sustainability

Foster Collaboration & Leadership

WHY THIS STRATEGY MATTERS

Tourism in Ontario is a $30+ billion engine that drives jobs, culture, and community. But today’s global uncertainty and intensifying competition demand focus and action to move beyond recovery to drive growth. Forward Motion is Ontario’s proactive response: a made-in-Ontario strategy to unlock the full economic and social value of tourism and position the sector as a driver of prosperity and pride in every corner of the province.