“Toronto Unlimited” is the name of a new $4 million re-branding campaign that has just started in the US.
“The city languished under government neglect for tourism promotion in the 1990s, and has only recently begun a renaissance, in part due to funding from a Destination Marketing Fee levied by city hotels,” said Travel Courier.
The new campaign marked the first time in years that Toronto had mounted a serious effort, said Bruce MacMillian, the head of tourism Toronto.
He previously labeled the city” the greatest story never told.”
The effort is being made in conjunction with 2006 plans, which has been declared the “year of creativity” to coincide with the opening of several major cultural centers, including the city’s opera house. The unveiling of a new waterfront is also expected that year, along with other projects.
Tourism is up in the city. Overseas travel was up 26% in the first three months of the year, according to Statistics Canada. International visitation was also up, particularly from Asian countries.
Report by David Wilkening
