TIAO shares a roadmap to unlock Ontario’s tourism potential

The Tourism Industry Association of Ontario (TIAO) has launched “a forward-looking strategy that charts a bold course to drive investment, attract talent, diversify and grow markets, and strengthen Ontario’s visitor economy.”

TIAO unveiled the details in “Forward Motion – A Strategic Playbook for Ontario’s Tourism Industry (2025 – 2030),” which was developed through an extensive province-wide consultation process that captures the voices and insights of Indigenous leaders, tourism businesses, regional and sectoral organizations, destination marketing organizations, educators, and government partners.

The result is a shared roadmap to unlock Ontario’s full tourism potential.

TIAO received support from the Government of Canada, through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), to facilitate the development of the plan.

Andrew Siegwart, President and CEO of TIAO, explained that: “This strategy represents a turning point for Ontario tourism. It’s a sector-led blueprint that reflects the diversity, ambition, and resilience of Ontario’s tourism community. With a unified plan in hand, we can build a more competitive, inclusive, and high-performing visitor economy for the years ahead.”

The strategy is anchored by six core pillars:

• Attract More Visitors and Spending
• Expand Transportation Infrastructure
• Strengthen Workforce Resilience
• Facilitate Product Development and Capacity Investment
• Advance Practical Sustainability
• Foster Collaboration and Leadership

By 2030, the strategy aims to grow visitor spending by 4% annually, from an estimated $30.7 billion in 2025 to over $38 billion – creating 35,000 new tourism jobs and generating an additional $1.5 billion in annual tax revenue.

Said Siegwart: “This strategy doesn’t just respond to current challenges; it anticipates what’s next. It calls for international market development, expanded transportation links, investment attraction, workforce innovation, and better coordination across all levels of the tourism system.”

The Strategic Tourism Playbook for Ontario’s Tourism Industry is designed not only to accelerate growth, but also to create inclusive opportunities that strengthen communities across the province.

The full strategy is available at www.tiaontario.ca/tourismstrategy .