Record Year for Destination Toronto

Destination Toronto released its Toronto's Visitor Economy: 2024 Market Performance Highlights report today, revealing a banner year for the city.  While the reported 9 million overnight visitors fell 600,000 short of the number of visitors in 2019, they spent a record $8.8 million, the highest level of visitor spending ever recorded in the city. This continues the trend seen last year: More Spend, Less Travellers.

"Toronto's visitor economy is proving once again to be an engine for the city, drawing almost 9 billion dollars of new money into our economy from across Canada, across the border and around the world," said Andrew Weir, President and CEO of Destination Toronto.

Toronto welcomed 2.7 million international visitors in 2024—a 7 per cent increase over the previous year—notably from U.S., the U.K. and Germany. International travellers accounted for 30 per cent of total visitors and 38 per cent of all visitor spending in 2024.

"Toronto is the most diverse city in the world—with hundreds of vibrant, thriving neighbourhoods. In 2024, we welcomed Taylor Swift, the NHL All-Star Game and of course every year, TIFF, the largest film festival in North America,” enthused Mayor Oliva Chow. “With hundreds of conferences, events, festivals and visitors bringing almost $9 billion, tourism is enormously valuable for our city. Come visit Toronto!" 

2025 is projected to be another heavy-hitter for Destination Toronto. Some of the upcoming highlights noted by Destination Toronto are:

Hotel openings: TOOR Hotel Toronto, Union Hotel Toronto, NOBU Hotel Toronto, and Le Meridien Pinnacle Toronto Hotel all projected to open in 2025.

Airlines: Virgin Atlantic is set to return to the Canadian market after a decades-long absence, resuming its Toronto-London route on March 30, 2025.

Anniversaries: Hilton Toronto, Chelsea Hotel Toronto and TIFF are all celebrating 50 years, The Bata Shoe Museum is celebrating 30 and DesignTO is celebrating 15.

Sports: Women's professional soccer league Northern Super League will make its debut and the WWE Elimination Chamber is coming to the Rogers Centre.

Developments: A new roller coaster AlpenFury is opening at Canada's Wonderland, Rogers Stadium is set to open at the former Downsview Airport Lands, the Gardiner Museum will unveil its reimagined space, and the Port Lands will continue its transformation including Ookwemin Minising.

Airports: U.S. pre-clearance is coming to Billy Bishop City Airport to allow U.S.-bound travellers to clear U.S. Customs, Immigration, and Agriculture inspection before takeoff.

 

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