Assessment of the Toront03 Alliance’s Tourism Recovery Efforts 

The T03 Alliance was formed in June 2003 to help revitalize the tourism industry in Toronto and surrounding regions (e.g. Niagara, Stratford, and Muskoka) post-SARS. This report provides a review of the impact of the Toront03 Alliance’s (T03) activities on bringing US tourists back to Toronto post-SARS.

Assessment of the Toront03 Alliance’s Tourism Recovery Efforts

Arts, Culture and Tourism
March 24, 2021

We are very pleased to report on some very positive findings from the assessment of the Toront03 Alliance’s (T03) tourism recovery efforts. T03 was formed in June 2003 to help revitalize tourism in the Toronto region post-SARS. T03 was funded by the federal government in the form of a $10 million contribution and $1.2 million in cash donations from the private sector including $200 thousand from each of the five major banks. Additional in-kind support was received from many companies. We worked in partnership on various initiatives with one or more of the City of Toronto, Tourism Toronto, the province’s Ministry of Tourism, Ontario Tourism Marketing Partnership (OTMP) and private sector partners, focusing our efforts primarily on US border states. The primary purpose of this assessment is to provide our Board, Industry Canada and our other contributors with a detailed review of the impact of their investments.