where is Canada falling short on tourism?

Something funny happened today at rsg. We were examining the results of the newest Global Tourism Monitor report, the largest assessment of tourist experiences ever conducted and comprising more than 23,000 interviews across 26 different countries, when news of a similar report ranking the world’s most attractive cities broke. Eager to see how Toronto is performing, we decided to compare the two reports.

On the one hand, Toronto is apparently now the fourth most attractive city in the world, close behind London, New York, and Singapore. This is according to an annual survey by PwC, which ranks 30 cities from around the world on a variety of social and economic factors.

However, results from the Global Tourism Monitor (GTM), conducted by Global Market Research, indicate that Toronto is not well recommended as a tourist destination. The report broke Canada down into 18 different regions and asked whether they would recommend these regions as a place to visit. International tourists placed Toronto way down the list at number fifteen, just in front of Calgary, Manitoba, and Lake Superior.

The reports come at a time when Toronto is wrestling with the idea that it might qualify as a ‘world-class city.’ With news that it is now the fourth-largest city in North America (how the heck did that happen?), it seems that Torontonians are finally willing to rank the city’s status on a global scale.

Is there any hope that Toronto might move up in PwC’s rankings? If the GTM report is any indication, it appears that the city has a lot of work to do to make it a more desirable tourist destination. Indeed, a quick glance at PwC’s top ten suggests that the competition features some of the best cities to visit in the world. Still, the fact that Toronto manages to compete so closely with the likes of London, New York, and Singapore despite its poor scoring as a tourist destination suggests that targeting this as an area of improvement could lead to an even higher ranking next year.

For full details from the Global Tourism Monitor, contact us!