Tourism Toronto and the Metro Toronto Convention Centre (MTCC) announced that Toronto has won bids to host three new U.S. meeting groups. Barbershop Harmony Society, Federal Express Corporation, and…
Tourism Toronto and the Metro Toronto Convention Centre (MTCC) announced that Toronto has won bids to host three new U.S. meeting groups. Barbershop Harmony Society, Federal Express Corporation, and Federation of Societies for Coatings Technology will host their meetings in Toronto. The three conventions combined will bring an expected 25,000 delegates to Toronto and generate direct visitor spending of upwards of $25.8 million, including more than 76,000 room nights for Greater Toronto Area hotels.
Competition in the U.S. market is fierce and Canadian destinations face some very real challenges from the rising dollar to changing passport requirements. Through a combination of direct sales and an emphasis on industry-leading service, we are helping meeting planners look past these factors and realize that their Toronto meeting will be remarkable, said Bruce MacMillan, President and CEO of Tourism Toronto.
We are delighted to see our team approach to selling city-wide business continues to demonstrate success on all levels. It is a win-win situation for all partners involved when we can secure groups such as these, said Barry Smith, President and CEO, Metro Toronto Convention Centre.
Barbershop Harmony Society will hit the right notes in Toronto at the Air Canada Centre for their 2013 meeting for 12,000-delegates. Federal Express Corporation delivers its annual meeting at MTCC in June 2007 to 3,500 delegates. Federation of Societies for Coatings Technology will hold its International Coatings Expo at MTCC in September 2007 for 7,000 delegates.
Well-positioned for first international meetings
Recent wins for Toronto point to a growing trend as more U.S. groups opt to hold their first international meetings or conventions in Toronto. Earlier this year, the association announced wins for other U.S.-based organizations:
- American Society of Association Executives & The Center for Association Leadership (5,000 delegates in 2009)
- American Podiatric Medical Association (3,500 in 2009)
- American Animal Hospital Association (2,500 in 2011)
So far in 2006, Tourism Toronto is 21 per cent ahead of last year`s pace in total room night bookings for future meetings. In 2005, the association booked six future city-wide conventions for U.S. organizations and at the halfway point of 2006 has already matched that total with six new bookings.
The three new wins come in the midst of an already eventful convention year for the Greater Toronto Area. This summer, Toronto and the MTCC host several major meetings including the high-profile International AIDS Conference on August 13-18, with an estimated attendance of over 25,000 delegates; SUBWAY(R) restaurants held its first-ever annual conference outside the U.S. in Toronto earlier this week; the International Association of Firefighters will hold its annual meeting on August 28 – September 1.
Building business through service
Recognizing the competitive meeting and conventions landscape, Tourism Toronto has stepped up its efforts to attract U.S. meetings to Toronto, and now has seven full-time sales staff in Chicago and Washington, DC. The association has launched industry-leading services like the Toronto Attendance Building Toolkit, Digital Toronto planner and a Star Treatment Program for clients that starts 18 months before the meeting takes place.
In the recently released Flaspohler survey of more than 400 influential U.S. meeting planners, Tourism Toronto was rated the number one convention and visitors bureau in Canada and fourth in North America out of 45 cities. The
study also showed that meeting and convention planners site Toronto`s well-suited hotels and easy accessibility around the city as key factors when considering the city for a meeting or convention.
The big difference is that we`re on more radar screens now and the entire Toronto region is serious contender for U.S. business, said MacMillan.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
