Visitor Economy

Welcoming more than 26.5 million visitors annually, Toronto is the leading tourism destination in Canada. In 2023, visitors spent $8.4 billion dollars in Toronto which resulted in $12.6 billion dollars in total economic impact. This bold, dynamic city offers superb attractions, music and events backed by the best convention and sports facilities in Canada.

The City of Toronto developed the Visitor Economy: Strategic Directions Report 2023–2028 (9 MB) as a framework for the City to better support the tourism sector and guide the work of the Visitor Economy Office.

Statistics source: Economic Impact of Visitors in Toronto – 2023, Destination Toronto, 2024

An estimated 67,000 jobs are supported by visitor spending (both direct and indirect jobs). Direct employment from the visitor economy in 2023 amounted to 47,291 jobs. The visitor economy ranks as Toronto’s 10th largest employer by industry.

While the majority of jobs are in industries directly serving visitors, significant benefits accrue in sectors like finance, insurance, and real estate from selling to tourism businesses and employees.

Source: Economic Impact of Visitors in Toronto – 2023, Destination Toronto, 2024
Industry Direct Jobs Indirect Jobs Induced Jobs Total Jobs
Jobs Supported By Visitor Spending
Total, All Industries 47,291 9,200 10,374 66,865
Food Services 16,584 398 1,023 18,005
Accommodations 12,227 11 0 12,238
Retail Trade 6,203 1,695 2,276 10,174
Attractions and Recreation 6,216 195 291 6,702
Other Transportation 3,438 500 288 4,226
Business and Personal Services 0 2,218 1,490 3,708
Finance, Insurance and Real Estate 459 1,318 1,883 3,660
Construction and Utilities 0 1,437 1,118 2,555
Air Transportation 2,164 120 82 2,366
Wholesale Trade 0 575 656 1,231
Education and Health Care 0 88 594 682
Communications 0 358 259 617
Government 0 165 197 362
Non-Profit Organizations 0 48 166 214
Agriculture, Fishing and Mining 0 74 51 125

 

Toronto offers a wide variety of tourism options including music, film, sports, cultural, entertainment, performing arts, festival and events, international cuisine, parks and recreation, first-rate accommodations and shopping, including:

  • Eight professional sports teams
  • 8,000 restaurants
  • More than 150 live music venues
  • More than 40 tour operators
  • Over 100 attractions

Culture

Special events can be found every weekend of the year, including a number of signature events:

Toronto is a city of neighbourhoods, often represented by a vibrant Business Improvement Area.

Events & Conferences

  • More than 200 multifunctional event venues, more than 20 dedicated event venues, four conference centres and over 50 professional event and meeting planners in the city assist in making Toronto the choice for meetings and conventions.
  • Major convention centres offer a large amount of choice to the meetings and conventions market including:

Accommodation

  • Toronto has the greatest selection of accommodation in Canada, including over 36,500 hotel rooms in the greater Toronto region – 65% are located with the city of Toronto.
  • Downtown Toronto hotels consistently achieve occupancy rates of about 70 per cent whereas the hotel occupancy rate in the GTA is about 74 per cent (2025 Outlook, Greater Toronto Hotel Association, CBRE Limited).

Air Transportation

  • Toronto Pearson International Airport is Canada’s primary air hub with 45 million passengers annually.
  • Billy Bishop Toronto City Airport is right in the downtown welcoming more than 2.8 million passengers annually.
      • The 2015 Pan/Parapan American Games, hosted by the Toronto region, was a catalyst for major infrastructure developments across the region.
      • Ongoing revitalization of Union Station is a $640-million initiative to revolutionize Canada’s busiest transportation hub.
      • Union Pearson Express, launched in in 2015, provides fast, reliable and convenient service between downtown Toronto and Toronto Pearson International Airport.
      • Aga Khan Museum, opened in 2014, is the first museum in North America devoted to Islamic art. The $300-million museum and cultural centre spans a seven-acre site.
      • Ripley’s Aquarium of Canada, a $130 million investment that opened in 2013, is one of the largest aquariums in North America featuring over 15,000 underwater animals of 450 diverse species.
      • Daniels Spectrum, opened in 2012, formerly the Regent Park Arts & Cultural Centre, was an estimated investment of $18 million, brings dance, theatre, visual arts and music groups together under one roof.
      • Newer hotel investment includes: Ace Hotel, Canopy, Nobu, Revery, Sutton Place Hotel, TOOR, Union Hotel, W Hotel and 1 Hotel.

        Promotion of Events

        The City of Toronto’s Festival & Events Calendar is the most comprehensive list of things to do in Toronto. It provides a user-friendly display for the public to view and filter event details, making it easier to find information on what’s happening in the city.

        Organizations and businesses can submit their event, exhibit and festival information to the Calendar for promotion to the public.

        Submit an Event

        For questions about the Calendar, email spevcal@toronto.ca.

        Promotion of Tourism Businesses

        Toronto Tourist Information Centre is open year-round at Union Station, distributing information and brochures to visitors. Toronto specialists help visitors plan their time in the city. Local attractions and tourism businesses can email visitoreconomy@toronto.ca for details.

        Maps

        City maps are available for free to distribute to your guests and customers:

        • Visitor Map: highlights key attractions and neighbourhoods
        • Beer Map (2019): highlights Toronto’s rich brewing culture.

        Email visitoreconomy@toronto.ca for details.

        Guidance

        Find best practices, relevant information and links to resources that support operators: