What is the Toronto Premier Ranked Tourist Destination Project (PRTD)?
The Toronto PRTD Project is a tourism industry-led initiative that undertook a comprehensive assessment of Toronto's strengths and weaknesses as a tourist destination with the objective of improving Toronto's performance as a global tourist destination.
The Toronto PRTD Project is in alignment with the objectives of Toronto's economic development plan, the Agenda for Prosperity, which presents an achievable vision for growing the city's long-term prosperity and position Toronto as a leading global city of the 21st century.
How was the Toronto PRTD project undertaken?
The Ministry of Tourism developed the PRTD project as an industry-led process. City of Toronto staff managed the research process and presented the results to industry stakeholders for their consideration and comments. A nineteen-member Steering Committee led the Toronto project. Over 70 additional volunteers from across the industry provided their input through individual consultations and through advisory committees that represented the accommodation, retail, attractions, and food & beverage sectors.
The research process incorporated both primary and secondary research:
- A database of 2,588 businesses considered likely to serve tourists as a component of their activity was created
- A detailed questionnaire was sent to people in the database (847 surveys were returned)
- Over 90 reports and studies related to tourism in Toronto were reviewed and summarized.
The findings were evaluated using the PRTD workbook as a guide. The implications of the findings were considered by the project consultant and staff, and discussed with the Advisory and Steering Committees, who provided many additional observations and insights.
The conclusions and recommendations were validated at an industry-wide meeting on December 10, 2007.
Where can I find a copy of the project results?
See the Final Research Report, the Summary and Recommendations Report, the Staff Report and Council Action.