The case for the expo

The face of international tourism and trade is changing. Countries, regions and urban destinations are learning to be more effective at competing against each other. Destinations are now working and competing like businesses do: they develop products, position themselves, attract markets, and, in the case of tourism, attempt to satisfy visitors and to create loyalty by providing quality and memorable distinctive experiences.

It is important for city tourism marketers as well as city officials to develop strategies that distinguish Toronto from other urban destinations. The concept of destination image is the key construct in destination positioning. One area that can determine or influence image and where destination leaders can make a mark is product development. A product differentiation strategy helps better establish the image and the position of the destination in a competitive international marketplace.

A strategy that can yield numerous benefits to a destination is hosting a special event such as a world expo. Indeed, events are not just products, they are marketing strategies that are increasingly used to position a city and to anchor a destination in the minds of po- tential visitors. All destinations host events, but only a few can really claim to have achieved consistent recognition thanks to, among other attributes, a signature event.

For events to play a significant role in the overall marketing efforts of the destination, several conditions should be met. The event should be related to and consistent with the attributes of the destination. Strategic decisions must be taken to determine the type of experiences a destination wishes to sell and the profile of customers a destination wishes to attract. The bottom line is that successful events contribute to the destination brand equity.

Toronto, despite its assets, is not yet well known and recognized internationally as a premier urban destination. A world expo in Toronto would help it get into the top tier of international tourism cities and should have the following benefits from a tourism marketing perspective:

❚ Generate increased international media coverage

❚ Create increased visibility abroad, particularly in the city’s target markets

❚ Improve the city’s image

❚ Generate increased visits for the event ( and increased spending)

❚ Generate increased visits after the event (with an improved infrastructure)

Marketing efforts such as branding and positioning are long- term efforts. Although an event can contribute to rapid increase in destination awareness, this notoriety will decrease rapidly unless there is a continuation of marketing activities to maintain attention. Mega events such as a world expo are planned over 10- year periods. Public- sector destination marketers and their political stakeholders must make sure to plan and invest for the long- term. Developing and strengthening the image of Toronto may take years, and for an event to contribute significantly to this effort, patience and consistency will be required. A World Expo, to be worthwhile, must be planned to have a long- term legacy Toronto will be proud of.

Certainly, the expo should bring benefits to the city beyond marketing ones. It should make Toronto more l i vable and sustainable, with improved transportation infrastructure and rejuvenated neighbourhoods. It presents also a unique opportunity to make residents proud. With its strong i nternational population (more than 50 per cent of the city’s population was born abroad), Toronto must make sure its residents are excited about hosting a world expo. They can be the first ambassadors and marketers for this mega- event by reaching out to their respective networks abroad. Hosting a world expo is an event that will yield benefits for the whole community. This is a unique opportunity for Toronto to make a mark and get the international recognition it deserves as Canada’s downtown.