Tourism London is a prominent tourism organization that prioritizes offering authentic experiences and promoting its vibrant and diverse visitor destination. The organization prides itself on providing warm and genuine hospitality to attract and host visitors. Its main goals are to enhance the city's reputation, support sustainable tourism, drive tourism visits and spending, collaborate with industry partners, and enrich the local community. Notably, Tourism London holds the distinction of being the only UNESCO City of Music in Canada and is home to the world's oldest baseball grounds.  

What sets Tourism London apart in the tourism industry is its focus on developing and growing the music sector. The city has been recognized as Canada's first and only UNESCO City of Music, highlighting its commitment to music and creativity as essential components of its economic and cultural identity. London has successfully hosted significant national and international music events, attracting hundreds of thousands of attendees annually. The organization credits its success to collaborative partnerships, unique programming offerings, and artist exchange programs that elevate London's status on the global music scene.  

To adapt to the challenges posed in today's business climate, Tourism London adheres to guiding principles of diversity, trailblazing, creativity, and collaboration. By embracing these principles, the organization seeks to remain resilient and innovative.  

In recent years, Tourism London has achieved notable success stories, including hosting major events such as the Canadian Country Music Awards, the JUNOS, and the forthcoming Tim Horton's Brier. Additionally, the city will host the Canadian Cross Country Championships and The Great Outdoors Comedy Festival in the coming years. Established festivals like Rock The Park and SunFest have also contributed to London's reputation as a premier festival city.  

Tourism London's affiliation with the Tourism Industry Association of Canada (TIAC) has proven beneficial. Through TIAC, the organization has received advocacy support during the pandemic, access to learning opportunities, and opportunities for collaboration with funding partners and other communities.