Toronto Hosting Study

This survey of 2,201 Toronto residents highlights the impact of local hosting on tourism, culture, and the economy in the Greater Toronto Area (GTA). A notable 80.7% of the GTA population has hosted out-of-town visitors in the past three years, with recent immigrants (91.7% of those in Canada for ten years or less) being significant contributors. The average GTA host welcomes 4.3 groups of visitors, with the most active hosts being recent immigrants aged 25-44 years.

Hosts frequently engage in local tourism, joining guests in visiting attractions and attending festivals, a trend particularly evident among newer immigrants. This engagement fosters community pride and increases awareness of local offerings. The report suggests leveraging these activities for destination marketing and cultural engagement, advocating a multi-partner strategy involving residents, neighborhood associations, and local governments. This could include targeted marketing campaigns and sharing hosting stories to enhance the region's appeal.

Specific trends among hosts include a higher likelihood of hosting among those with higher incomes and older residents. Immigrant hosts show greater activity in exploring attractions with guests. Over three-quarters of hosts take vacation days to accommodate visitors, underscoring their commitment to hosting. These findings present a significant opportunity for developing tourism and cultural engagement in the GTA, emphasizing the role of residents as ambassadors and participants in the local tourism sector.