White Tiger founder Cass Helstrip heads up the Tourism Toronto UK team and will work with senior director Rob Bates to secure broadcast, print and online media to cover Toronto throughout 2014.
Helstrip said: “We’ll be organising group media trips and several individual visits packed with strong story ideas about Toronto’s culinary gems, its burgeoning arts scene, the architecture and design, annual entertainment and film festivals and much more. There’s plenty to talk about so we will be reaching out to broadcasters, media and bloggers very soon.”
David Whitaker, President and CEO of Tourism Toronto, said: “Toronto has worked over many years to establish a strong reputation among UK visitors as a diverse and vibrant year-round destination and now is the right time to build on these foundations to showcase the true depth of cultural experience that we offer. Visitors from the UK seek authentic, engaging and affordable city breaks and holidays, all of which – and more – they can discover in Toronto, as well as the surrounding region for which Toronto served as a gateway.”
In 2013, Toronto welcomed more than 200,000 visitors from the United Kingdom, making the UK Toronto’s top overseas visitor market.
In 2014 Toronto will host a number of global-scale events including WorldPride 2014 Toronto (20-29 June) - promising ten days of parades, an arts and culture festival and an international human rights conference attended by over 60 world leaders – which will further enhance its profile as a world city.