Tourism Toronto

About the Project

The Institute for Hospitality and Tourism Research partnered with Tourism Toronto, the Destination Marketing Organization, and Regional Tourism Organization, on an important research project that helped gain insight on the region’s international visitors. Students were trained to conduct surveys, and went through security gates at Toronto Pearson Airport to survey people waiting for flights to destinations that Tourism Toronto had identified as target markets. The study helped provide insight into visitors’ behaviour and perceptions of Toronto as a destination, and was run year round collecting approximately 5,000 responses a year.