Understanding the Tourism Environment

Tourism organizations work at different geographic levels and have distinct roles in destination development, marketing, advocacy, and industry support.

Local

• Tourism Oxford
  • Tourism Oxford promotes Oxford County as a visitor destination and supports local businesses through tourism development, marketing, industry training, and partnerships. 

Regional

• Ontario’s Southwest (RTO 1)
  • Ontario’s Southwest is the regional tourism organization for Southwestern Ontario. It works with businesses and communities to grow visitation, strengthen the tourism economy, and support industry development.

Learn about RTO's in Ontario: Tourism regions | ontario.ca 

Provincial 

• Destination Ontario
  • Destination Ontario is the province’s official tourism marketing organization. It promotes Ontario to domestic and international travellers and provides industry research, marketing opportunities, and partnership programs.

• Tourism Industry Association of Ontario (TIAO)
  • TIAO represents and advocates for Ontario’s tourism industry. It provides resources, policy support, networking opportunities, and workforce initiatives.

• Attractions Ontario
  • Attractions Ontario promotes attractions and visitor experiences through consumer marketing opportunities and industry support.

• Indigenous Tourism Ontario (ITO)
  • Indigenous Tourism Ontario supports Indigenous tourism through product development, marketing, training, and partnerships, while promoting authentic Indigenous experiences.

National 

• Destination Canada
  • Destination Canada is Canada’s national tourism marketing organization. It markets Canada internationally, conducts tourism research, and supports destination development.

• Tourism Industry Association of Canada (TIAC)
  • TIAC represents tourism businesses and industry associations across Canada. Its work includes policy leadership, research, industry events, and advocacy on national tourism priorities.

• Culinary Tourism Alliance (CTA)
  • CTA is an national non-profit organization advancing culinary tourism and agritourism. It works with destinations, operators, and communities to develop authentic food and beverage experiences, provide training and resources, and promote local tourism offerings. 

How the Tourism Network Works

The tourism network combines visitor-facing businesses with organizations that support destination development, marketing, research, training, and advocacy.

Regional Tourism Organizations (RTOs)

Regional Tourism Organizations (RTOs) coordinate development across larger geographic areas and offer marketing support, research, training, and partnership opportunities. 

Provincial Organizations

Provincial organizations support tourism through different roles, including destination promotion, industry advocacy, resources, and programs. Examples include Destination Ontario, Attractions Ontario, Indigenous Tourism Ontario, and TIAO.

National Organizations and Federal Partners

At the national level, Destination Canada and federal government partners support international promotion, research, destination development, and tourism competitiveness.

Destination Marketing Organizations (DMOs)

Destination Marketing Organizations (DMOs) promote destinations through advertising, travel media, partnerships, and other marketing activities.

How It All Works Together

Tourism operators create visitor experiences. Local organizations support businesses and promote destinations. Regional, provincial, and national partners extend marketing reach, offer funding and training opportunities, conduct research, and advocate for the sector. Together, they help attract visitors, strengthen local economies, and enhance visitor experiences.