As the dominant engine of Canada’s economy, the metropolitan Toronto area accounts for 20% of the national economic output, and 52% in the province of Ontario. High-impact drivers in a diverse industry mix include leisure and business tourism. According to Destination Toronto, nine million overnight visitors, the most since the pandemic, spent $8.8 billion in 2024—the most ever recorded in the city.
Major meetings and multi-day events including the NHL All-Star Game and World Water Congress and Exhibition drew nearly 250,000 visitors in 2024, with a projected 300,000 attendees in 2025 and another 365,000 for the years ahead.
Powerhouse venues include Exhibition Place, which generated $594.5 million in direct impact to the regional and national economy in 2023. Last year, the Metro Toronto Convention Centre (MTCC) celebrated its 40th anniversary in style by welcoming 371,559 people to the 10-day Canadian International AutoShow, the most attendees in MTCC’s history.
“Attracting major international events and audiences” is among the priority action items in the City of Toronto’s economic development roadmap for 2025 to 2035.
In 2024, U.S. visitation to Toronto was gaining momentum, up 9% over 2023. While the full impact of tariff tensions on cross-border business events remains to be seen, Toronto is “100% on board, a hundred percent of the time” when it comes to growing and evolving its visitor economy.
That is the theme of Destination Toronto’s new “Toronto 100%” video campaign, an unapologetic statement of boldness and big dreams that invites visitors, planners and groups included, to go all in with Toronto’s ambition and creativity.
Brilliance Comes Alive in Toronto’s Culture of Yes
“Toronto 100%” offers a critical unifying message of positivity and welcome.
“Our new brand anthem is a testament to our commitment of authentically reflecting the city we call home,” said Tara Gordon, senior vice president, global sales and service, for Destination Toronto. “The video differs from a traditional ad because we needed something more to capture the city's rhythm and its unmistakable energy. This piece is a declaration of what makes Toronto a global city that is distinctly Canadian.”
Continuing, Gordon notes that “in the same way Toronto has historically welcomed hundreds of cultures and languages, we welcome thousands of attendees from around the world year after year. Filled with endless inspiration, Toronto is the city where business meets brilliance for meetings and events. We are 100% on board with innovative ideas and perspectives—Toronto is ready for you.”
[Related: Sports, Visual Technology and More Elevate Toronto Meetings Scene]
From Grassroots to Groundbreaking, Toronto Is All About Forward-Thinking Ideas
The dining scene alone is all-consuming. More than half (53%) of Torontonians were born outside of Canada. Representing 250-plus communities and more than 180 languages and dialects, immigrant culinary traditions make Toronto a truly global food city.
Event-capable epicurean emporiums are a Toronto signature. Landmarks include St. Lawrence Market (1803), open-air Kensington Market (1815) and the Distillery District (1832). Built entirely from shipping containers, Stackt Market features a dozen-plus versatile rental spaces and food vendors including Fat Bao from chef, meetings industry leader and Destination Toronto co-chair Trevor Lui.
Recent newcomers include Waterworks Food Hall and Wellington Market Food Hall at visionary mixed-use development The Well. Among multiple culinary concepts within the integrated event-capable 7.7-acre campus, the venue offers 50-plus dining options under one roof which event attendees can experience using pre-arranged gift cards.
Planners can customize culinary tours for any group program, interest or theme with food writer Aashim Aggarwal through his Instagram-based Seed. Eat. Repeat (@seed.eat.repeat) platform. Having eaten at well over 2,000 Toronto area restaurants to date, Aggarwal, who also offers concierge-style food planning and booking services, is a go-getter who epitomizes the “all-in” spirit.
[Related: Exploring Toronto, Canada's Diversity Capital, Through Venues and Cuisine]
The Well is also home to Arcadia Earth. Focused on raising awareness of environmental sustainability as a call to action, this event-ready venue takes visitors on immersive multi-sensory Earth “journeys” using creative art installations and advanced technology.
Walkable from The Well, Michelin Key-rated, 112-room 1 Hotel Toronto, offering 11,000-plus square feet of versatile space, exemplifies the brand’s commitment to creating sustainable sanctuaries with features including interiors and furnishings made from locally reclaimed timber and driftwood. Planners can book Certified Sustainable Meetings in alluring spaces such as the Flora Lounge.
Specializing in large-scale experiential entertainment featuring cutting-edge technology, cinematic and interactive content, and theatrical design, Illuminarium Toronto has customized private events for big name corporations.
Of the five senses, scent is most strongly associated with memory. Inspired by a training program in France, Orris Labs offers private perfume and cologne making workshops onsite and at corporate events.
