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Ontario Helps Luminato To Shine

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Ontario Helps Luminato To Shine

McGuinty Government Invests In Festival To Attract More Visitors To Toronto

Ontario is strengthening tourism in the province with a significant investment in the 2009 Luminato Festival.

Luminato, Ontario's largest arts and cultural festival, is an annual ten-day celebration that is an important tourist attraction for the province. The McGuinty government is raising the profile of Ontario tourism with a $600,000 investment in this festival.

Funding is being used to help support:

  • Marketing efforts to attract visitors from both Ontario and the United States; and
  • Enhancements to the Closing Weekend Celebration, which will include a free performance of Canada's internationally renowned Cirque du Soleil.

Every year, Luminato attracts tourists from all over the world to Toronto. This year the festival expects to attract up to 1.8 million visitors, generating more than $204 million into the local economy.

As part of Tourism Week, which runs this year from June 1-7, the McGuinty government is encouraging Ontarians to take a "staycation" in the province this summer. A "staycation" can be a budget-wise choice for many Ontarians - it supports local economies by keeping travel dollars in the province.

Quick Facts

  • 300,000 people in Ontario are directly or indirectly employed by the tourism industry.
  • In 2007, total tourism receipts in Ontario totalled more than $22 billion.
  • Ontario's tourism industry is extremely diverse, encompassing 152,000 businesses, representing 17 per cent of the total number of businesses in the province.

Additional Resources


“Luminato shines a bright light on downtown Toronto. It has become one of Ontario's flagship attractions and one of the Toronto's most renowned events. Ontario's investment gives a significant boost to Luminato and to the local businesses that rely on tourism spending.”

George Smitherman

MPP for Toronto Centre

“"Luminato adds colour and vibrancy to our province. As a major tourist draw it is an important contributor to Ontario's economy. Our government understands the significance of tourism to Ontario's economic success. This summer, I encourage Ontarians to experience their own 'backyard' by discovering all the great festivals and events our province has to offer.”

Monique Smith

Minister of Tourism



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