Toronto desperately needs to spruce up its attractions or find new ones, and at the same time make tourists feel welcome, a new city report says.

Research shows Toronto is becoming less of a “must-see” destination — and that visitors are less satisfied with their experience here than they used to be, believing Toronto doesn’t offer enough “value for money.”

A study by the University of Guelph done for Tourism Toronto found that in 1998, nearly 70 per cent of respondents were “very satisfied” with their Toronto experience. By 2006, that had dropped to less than 50 per cent. Similarly, in 2006, only 17 per cent said service here exceeded their expectations, compared with 30 per cent in 1998.


“Tourism is incredibly competitive,” said Duncan Ross, the city’s executive director for tourism. “It’s no longer acceptable just to have attractions, great restaurants and authentic neighbourhoods.
“You’ve got to deliver added value,” he said, noting people will now travel from Europe for a three-day weekend in Toronto or New York or Chicago.

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