Tourism Strategic Master Plan 2024-2026

Destination Markham Corporation (DMC or Destination Markham) was established in April 2020 as an arm’s length municipal corporation. As the official Destination Management Organization (DMO) for Markham, Destination Markham is responsible for growing the city’s visitor economy, establishing a destination brand that is distinct from the City of Toronto and other GTA “edge” cities, supporting businesses, developing partnerships, and creating new products and experiences to draw visitors and celebrate Markham’s diversity.

Since its inauguration in 2020, Destination Markham has established robust foundations for future strategic decisions with strong partnerships in both local operators and regional organizations like Central Counties Tourism (RTO6). Destination Markham identified the need to create an inaugural 3-Year Tourism Strategic Master Plan in its 2022 Business Plan.

CBRE Tourism Consulting was commissioned to develop a plan to build strategic leadership and capacity for Destination Markham, provide insights to restart and strengthen Markham’s tourism ecosystem, drive overall growth internally and externally, and define Markham’s value proposition as a destination. The Strategic Master Plan was established to provide a strong organizational foundation to guide both industry partners and municipal investment, in order to develop Markham as a premier destination over the next three years, with specific action items relative to visitor attraction, infrastructure, physical assets, and visitor experience programs and services.

Read DMC’s Tourism Strategic Master Plan 2024-2026 below!

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