Issue link: https://digital.copcomm.com/i/113255
•pg_43-49__BMT_pg3-58 2/27/13 8:44 AM Page 44 BY PATRICIA ANN JORDAN According to David Whitaker, president and CEO, Tourism Toronto, who stresses, "When it comes to the primary interest, need or opportunity in considering an "international meeting," meeting planners and the organizations they represent, are responding to many of the social and economic dynamics that we all are responding to, regardless of industry or market segment – our busiD AVID W HITAKER nesses need to react to a global market place with an increasingly diverse customer and constituent base." If an international agenda matters, if global content matters, if diversity among our rank and file matters – then meeting in Toronto presents a significant advantage to a planner seeking to capitalize on that objective in hosting and designing their meetings. In the most recent census – an amazing 50% of all Torontonians were not born in Canada – making Toronto one of if not the world's most international, cosmopolitan destination among major meeting locations. Beyond demographics – that also allows meeting planners and their delegates a chance to experience this uniqueness not only in the branding of the meeting but in the very tangible opportunity to experience the amazing mosaic of cuisine, nightlife, art and culture and diverse neighbourhoods. This is not unlike Toronto is market- Yes! 44 ed to consumers and other clients. It's part and parcel to why the world has started to notice Toronto in ways such as Conde Nast Traveler magazine selecting Toronto as one of the 5 "must see" destinations in the world in 2013. Toronto's features the Toronto International Film Festival, Toronto Pride Week – one of the largest in the world, an annual and world famous Caribbean Carnival and dozens of multi-cultural arts, heritage and music festivals throughout the spring, summer and fall. Plus, home teams in just about every major professional sports league in North America. This presents planners with value added events to excite and fulfill their delegates' expectations of not only a great meeting but a great time at a meeting. In a period of increased pressures to contain costs and maximize time, the simple logistics of traveling to and from a meeting, time out of the office and ease of accessibility for colleagues, clients, members and partners is of greater importance. Toronto is a destination that is well positioned to provide this as an advantage to planners. It is centrally located to both the American Northeast and Mid-West. Over 70% of the US population is within a 90-minute drive or flight to Toronto with one of the largest international airports and supporting direct flights to and from major cities in North America. Planners want their delegates in sessions, at events – not flying all day, an extra day or connecting in airports. The perceived and or real issues of guest comfort and safety undoubtedly play a greater role when contemplating international travel. Toronto and Canada in general have a leading brand reputation and statistics that support it as one of the safest, most accepting and friendliest destinations for visitors to its communities – yet not sacrificing its ability to provide visitors with the flair and excitement of a major cosmopolitan and international destination. According to Eduardo Chaillo, executive director Meeting B M & T ••• January/February 2013 ••• www.blackmeetingsandtourism.com