What is the Premier Ranked Tourist Destination (PRTD) Project?
The Premier Ranked Tourist Destination model was developed by the Ontario Ministry of Tourism to help destinations across Ontario to define their competitive positions and growth in market share. Ontario destinations that completed the project found it provided realistic tactics to grow and develop their tourism industries.
Why is the PRTD Project important for Toronto?
Tourism is a critical sector of Toronto's economy. In 2004, tourists in Toronto spent over $4 billion, generating $3.2 billion of tourism GDP, almost 60,000 tourism jobs and a total of $1.8 billion in tax revenues. In order to grow and achieve its goal of being a "premier-ranked destination", Toronto's tourism sector needs to have a clear picture of its strengths, weaknesses and market potential related to its current tourism assets.
What does the project identify?
- What attracts visitors to a destination
- Opportunities for tourism development
- Market gaps and areas for improvement
- Potential economic benefits
- Priorities for new investment.
What does the project provide?
- An inventory of tourism resources and assets
- A solid foundation for a tourism development strategy
- Recommendations for future growth and sustainability
- A clear appraisal of a destination's current competitive position in the tourism marketplace
- A benchmark to measure tourism performance and market position.
How can the PRTD project help Toronto's tourism industry?
- Provides strategic direction to improve tourism products and experiences
- Provides direction to build a sustainable competitive tourism industry
- Supports future economic growth
- Helps build business opportunities in tourism.
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