Concert Gives New Life to Tourism in Toronto

July 31, 2003

Concert Gives New Life to Tourism in Toronto
An estimated crowd of 450,000 screaming fans celebrated at what is being called ‘SARSstock’ Wednesday in Toronto at an event designed to revive tourism in Canada.

According to CNN.com, the show was held at an unused military air base in Toronto with ample capacity for large crowds. The air base is the same location where the Pope visited on World Youth Day in July 2002. The concert was a sucessful attempt to drive business back to Toronto’s hospitality sector and remind travelers that the city is up and running and remains a popular tourist detination. Tickets were sold at $16 a piece for the 11-hour show that included acts such as The Rolling Stones, Justin Timberlake, AC/DC and Guess Who.

The idea for the concert first originated at a Canadian roundtable meeting this spring with Canadian Industry Minister Allan Rock. Attendees at the roundtable included NTA President Hank Phillips and several other NTA board members: Dave Snyder, CTP, Travel Adventures Inc; past presidents Robert Brennan, CTP, Brennan Vacations and Jerry DiPietro, Tourco Inc.; and NTA members Dan Sullivan, Jr., Collette Vacations; Chris McCool, Incredible Journeys Inc; and Serge Talbot of Talbot Tours Inc.

SARS outbreaks in Toronto this spring devastated the industry’s financial stability, building losses in the hundreds of millions of dollars, along with health care costs reaching $700 million. Profits raised from the concert yesterday will be split between two funds assisting health care workers and tourism officials affected by SARS.

In the spring, NTA announced plans to host its September board meeting in Toronto as a sign of support for the recovering city. Toronto is also the host city for the 2004 NTA Annual Convention.

For more on this story, visit CNN.com.