by Natasha Lair
Last updated: 7:05 AM ET, Tue April 21, 2026
After a record-breaking year that saw 28 million visitors spend more than $9 billion, Toronto has launched an ambitious new tourism plan.
Unveiled during National Tourism Week, the Toronto Destination Master Plan sets out a long-term strategy to grow the visitor economy, not just by attracting more travellers, but by increasing the value of each visit.
Competing for share
While Toronto’s tourism sector has proven resilient, global competition is intensifying, with cities investing heavily to capture market share.
“This plan is a roadmap to elevate Toronto's competitiveness as one of the most exciting and appealing urban destinations for leisure travel and major meetings and events, supporting thousands of businesses and tens of thousands of jobs all throughout our city,” said Andrew Weir, President and CEO of Destination Toronto.
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“Because it was built collectively, with input from hundreds of businesses in and around the visitor economy, it reflects a city-wide view not only of the opportunity but of the path to seize that opportunity.”
What changes
Developed with input from more than 400 organizations, the plan outlines five priority areas, backed by 29 strategies and more than 100 actions.
The focus ranges from improving the basics, like transportation and safety, to building new reasons to visit.
Priorities include:
- Making the city more welcoming, safe and engaging
- Improving connectivity within Toronto and across the region
- Strengthening Toronto’s ability to attract major events
- Developing new attractions
- Aligning industry and government partners
Among the longer-term ideas: a new convention centre, expanded pedestrian-friendly spaces, and events designed to drive year-round visitation.
The largest event on Toronto’s 2026 calendar is the FIFA World Cup 2026.
Toronto is one of 16 host cities and will stage six matches, a FIFA Fan Festival, and city-wide celebrations, putting the destination on the global stage for billions of viewers.
“We are starting from a position of strength and a destination that millions of people choose to visit and meet in every year,” said Weir.
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“This plan calls on our community to double down on our most compelling attractors and districts so they are even stronger experiences, while also building a pipeline of new and next.”
Street-level factor
Industry stakeholders say the plan’s focus on how a city feels to visitors is critical.
“The Destination Master Plan for Toronto recognizes that a world-class city is built at the street level,” said members of the Downtown Toronto BIA Alliance.
“By prioritizing pedestrian-friendly spaces, safe and easy-to-navigate streets and year-round cultural programming, this roadmap ensures our downtown core remains a vibrant, welcoming stage for global visitors, major meetings and the local community.”
Toronto continues to rank as Canada’s most-visited destination and one of the leading urban destinations in North America.
“Visitors to Toronto leave a large economic footprint, spending billions of dollars in the city, and then exploring beyond Toronto in destinations like Niagara, Muskoka and Ottawa,” said Weir.
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