TORONTO - Greg Sorbara, MPP for Vaughan, released a report that lays out a 10-year plan for boosting the tourism industry by marketing Ontario as one of the world's best places to visit.

Discovering Ontario: A report on the future of tourism at www.tourismstudy.ca, proposes four strategies to help the provincial government and the tourism industry create jobs and build the province's economy:

- Change how the Ontario government and tourism operators work together.
- Establish new globally competitive standards for success.
- Maximize investment in tourism products and attractions and the infrastructure that supports them.
- Revitalize tourism marketing with a regional focus.

Tourism Minister Monique Smith will review the recommendations as part of the government's ongoing effort to support the tourism industry.

"Tourism is a major economic driver," said the Honourable Monique Smith, Minister of Tourism. "I look forward to reviewing the recommendations and to working with the industry to determine the best path to build tourism into an even more important contributor to Ontario's prosperity."

"This report is a road map for the next decade and beyond that will help Ontario create jobs and generate wealth," said Sorbara. "I urge everyone in the tourism sector who has been calling for fundamental change to seize this opportunity and help make it happen. Together, the industry and government can revitalize our tourism offering so that it flourishes for decades to come."

"The release of the tourism competitiveness study is a positive step in the recognition of tourism as a major economic generator. This will launch the foundation for a comprehensive approach throughout government and industry to increase Ontario's share of global tourism receipts. This study brings some new ideas that will engage all stakeholders in ongoing dialogue to reshape the industry for the next decade," said Greater Toronto Hotel Association President Terry Mundell.

QUICK FACTS
- In 2007, tourism in Ontario directly or indirectly employed more than 300,000 workers.
- Tourism revenue in 2007 was $22.1 billion or 3.4% of the province's Gross Domestic Product, which was greater than the combined total from agriculture, forestry/logging, commercial fishing/hunting and mining.