Tourism Toronto, AC & NYC & Co. Partner To Boost Tourism
Bruce Parkinson, Open Jaw
Destination marketing organizations Tourism Toronto and NYC & Company have formed a partnership to boost tourism between Toronto and New York City. This is the first ever city-to-city tourism partnership of its kind for Toronto and the first Canadian partnership for its U.S. counterpart.
The two-year alliance includes a collaboration agreement, the exchange of marketing assets to boost reciprocal travel, and the sharing of best practices in tourism marketing.
Tourism Toronto President and CEO Johanne Bélanger and NYC & Company President and CEO Fred Dixon were on hand for the announcement, which took place at the Four Seasons Hotel in YYZ.
"This is Toronto's first city-to-city partnership, and New York City makes the ideal partner. Toronto and New York City are the financial, entertainment and cultural centres of our two nations and this partnership goes a long way to share our big-city experiences with each other's residents and visitors. Both cities are similarly built upon diversity and inclusion and we are proud to showcase that sense of welcome to the world together," said Bélanger.
"Today, we are proud to sign a first-ever partnership with Toronto, our fantastic neighbors to the North,” said Dixon. “New York City and Toronto share so much in common and both cities wholeheartedly embrace their diversity and multicultural dynamism, positioning both destinations as attractive and welcoming hubs for global travel.”
Air Canada is celebrating the partnership with a fare sale for travel between the two cities through 15FEB for bookings made by 23OCT.
"Air Canada is delighted to join Tourism Toronto and NYC & Company in this exciting partnership entailing the unique use of media assets to promote Toronto, New York City and Air Canada. It is a creative collaboration that will drive tremendous value to each of the partners and something we will celebrate with customers through compelling promotional fares," said Duncan Bureau, AC’s VP Global Sales.
The city-to-city partnership includes a swap of marketing and advertising assets to influence seasonal travel. Both cities will exchange $500,000 in assets to promote the other destination in their respective city.
In New York City, advertisements will appear on bus stop shelters across all five boroughs for 8 weeks to promote Toronto. New York City advertisements will be featured in Toronto through out-of-home media and radio from NOV through FEB.
Canada is New York City's third largest source of international visitation—last year, the city welcomed 928,000 Canadians. Toronto is the largest source market from Canada to NYC.
In 2016, Toronto welcomed 2.8 million American visitors – the eighth consecutive year of growth from the important U.S. market. New York State is the largest source market within the U.S. at 637,000 visitors and the greater New York City area accounts for approximately half of that total.
Bruce Parkinson Editor-in-Chief
An observer and analyst of the Canadian and international travel industries for over 25 years.