Overview: In February, 2009, the Government of Ontario released
Discovering Ontario: A report on the future of tourism with four broad strategic proposals and 20 specific recommendations to revitalize and grow tourism in the province. The report is the result of the comprehensive Ontario Tourism Competitiveness Study announced in March, 2008. At the behest of leaders in the tourism sector, the Government asked Greg Sorbara, the MPP for Vaughan and former Finance Minister, to conduct the study to set a path for tourism in Ontario.
Tourism has been facing challenges both in the short and long term including: a strong Canadian dollar, a slowing U.S. economy, changing demographics and greater global competition. The new world of tourism is ripe with opportunity. But if Ontario is to improve its market share, we need to be smarter and more innovative in how we work. The study researched the state of tourism in Ontario and reviewed best practices in North America and around the world. It also developed a broad consultation process that sought input not just from the tourism industry, but also the broader business sector, financiers and investors, the hospitality industry, the academic and research communities and the travelling public in every region of the province.
In May 2008 the document
Mapping Ontario’s Tourism Future: A Starting Point for Discussion was issued to stimulate debate and input from the public and industry. During the summer and fall of 2008, Chair Sorbara and his study team toured the province to meet informally with stakeholders and the public. In September and October, 13 formal public consultation meetings were held across the province with participation from more than 500 stakeholders. Almost 200 written or on-line submissions were made by stakeholder groups. Thirteen external studies were commissioned to better understand the broader issues that have an impact on tourism and to help inform the recommendations of the report. Each study examined a particular issue, from global trends to the impact of our current festivals on the economy.