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22 Jan 2025

'Powered By The People': Learn why Destination Toronto is tapping into intellectual capital from every angle

'Powered By The People': Learn why Destination Toronto is tapping into intellectual capital from every angle
Destination Toronto (DT) has long been a leader in fostering innovation, collaboration, and inclusivity in the events industry. Now, as the newest strategic partner of the Event Leaders Exchange (ELX), Destination Toronto is taking its commitment to the next level by tapping into intellectual and local capital, to empower event planners and transform the way events are designed and delivered.

In this exclusive interview, Nicola Kastner sits down with Tara Gordon, Vice President of Destination Toronto, to explore how the DMO leverages its rich knowledge base, local expertise, and a forward-thinking approach to support planners in creating exceptional event experiences. From embracing non-traditional elements to staying ahead of industry trends, Destination Toronto is redefining what it means to go above and beyond for event professionals. 

 

Nicola: How does DT leverage knowledge capital to support event planners? 

Tara: At Destination Toronto we understand that our role extends much deeper than simply ‘selling a city’. As a founding partner of Toronto’s thought leadership program, the Leaders Circle, we have worked closely with event organizers to align their needs with key industry experts for more than a decade. By engaging with our strategic partners at the Leaders Circle, clients gain access to an extensive knowledge network of scientists, academics and meeting professionals that provide a runway for long term success.  

As the economic & cultural heartbeat of Canada, Toronto is a city that offers event planners a global perspective. Our celebration of diversity encourages fresh ideas, fuels innovation and sparks creativity in a way that can rarely be found elsewhere in North America. This inspirational way of thinking is reflected in both Destination Toronto’s approach to meetings & conferences, and overall in the way we do business. 

 

Nicola: How does DT engage local resources to support planners in creating inclusive experiences? 

Tara: We are proud to be part of a close-knit event community, and firmly believe that Toronto has become a global hub for business activity due in part to our breadth of cultures & unique perspectives. Destination Toronto has funneled these resources into several channels, the most prominent being our I.D.E.A.S Guide. Inside you’ll find six chapters of inspiration, case studies, directories and more - all crowd sourced from local experts. This is a robust, evolving resource for meeting professionals planning events that are DEI-conscious, accessibility focused and sustainability-minded. 

 

Nicola: What is a non-traditional element has Toronto embraced in the events industry? 

Tara: Esports and digitally immersive experiences have been on a strong trajectory in recent years, both of which are industries where Toronto continues to thrive. Our team has witnessed first-hand the powerful ways that gaming has transformed from a traditionally online-only environment into a booming live event eco-system. We are constantly learning best practices from these advancements, and seek to help educate our event community along the way. This niche industry has the potential to teach valuable lessons on emerging technologies, building highly-curated content, and creating once-in-a-lifetime moments that keep attendees engaged long after the event has closed. 

 

Nicola: How does DT go above and beyond the traditional needs of event planners? 

Tara: Our Destination Services team is the link between a client's vision and the city's resources, connecting planners to Toronto’s best and most sought-after assets. We’ve opted to take things one step further with our award-winning 6ix Stack Marketing program. This program offers a range of services centred on the principles of collaboration and customization, allowing qualified event organizers to leverage Destination Toronto’s marketing expertise as needed.   

 

 

Nicola: Any recent or upcoming developments in the city that will further support DT's efforts? 

Tara: There are several projects underway that will aid in lifting Toronto’s overall visitor experience, and a few of which specifically relate to our efforts.  

  • Pearson Airport recently unveiled ‘LIFT’, a multibillion modernization plan aimed at transforming Toronto Pearson Airport into one of the most advanced, sustainable and passenger-friendly airports in the world 

  • To increase efficiency, Billy Bishop Airport will launch a brand new CBP Preclearance facility in 2025. Offering next-generation technology, the development allows passengers to clear Customs in Toronto, rather than upon landing at US airports. 

  • Culture Connects: Launching in 2025, this is the City of Toronto’s action plan to drive a new vision for culture in Toronto; the City will support the development of one million square feet of new cultural space in the city over next ten years 

 

As a strategic partner of ELX, Destination Toronto is poised to shape the future of event planning by combining its local expertise, innovative resources, and forward-thinking approach. Together, we look forward to empowering event leaders with the tools, insights, and forward-thinking approaches needed to shape the future of our industry. 

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