Who we are

Vision, mission and mandate

The following vision, mission and mandate guide Destination Ontario’s work.

Vision

To position Ontario as a preferred global destination.

Mission

To generate increased visitation from Ontario, Canadian and international tourists, enhance tourism expenditures in Ontario and contribute to provincial economic prosperity through impactful marketing and results-oriented investment partnerships.

Mandate

Destination Ontario is governed by Ontario Regulation 618/98 under the Development Corporations Act. Its mandate, as provided for in the regulation, is:

(a) to market Ontario as a travel destination;
(b) to undertake joint marketing initiatives with the tourism industry;(c) to support and assist the marketing efforts of the tourism industry; and
(d) in cooperation with the tourism industry, the Government of Ontario, other governments and other agencies of governments, to promote Ontario as a travel destination.

The following principles support the mandate:

1. Destination Ontario is to lead the marketing of Ontario as a travel destination nationally and internationally.
2. Destination Ontario and regional organizations are to work together to market travel within Ontario.
3. Destination Ontario is to deliver marketing services that contribute to regional and economic development.
4. Destination Ontario is to become a centre of excellence supporting provincial marketing.
5. Destination Ontario is to engage in partnerships to support the above objectives.

Accessibility plan

Destination Ontario is committed to being an inclusive, accessible and engaging organization for everyone. In compliance with the Ontarians with Disabilities Act, 2001 (O.D.A), we have developed a multi-year accessibility plan to identify and remove barriers to accessibility.

Learn more about Destination Ontario's multi-year accessibility plan.

Sustainability pledge

Destination Ontario proudly signed the Sustainable Tourism 2030 Pledge, demonstrating our commitment to improving the sustainability performance of our organization between now and 2030. 

Find out more about Destination Ontario's sustainability commitment.