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June 17, 2003
New map serves as a 'welcome mat' to enhance Toronto visitor experience
Visitors to downtown Toronto hotels will find it a little easier to get out and
explore the city's many attractions this summer thanks to a new Visitor Map,
launched today by the City of Toronto.

Designed to help visitors feel welcome and comfortable in the city, the
double-sided, easy-to- read map clearly identifies major attractions, museums,
theatres, places of interest, public parking and transit in downtown Toronto
and the larger city. The map will be available at Toronto's 150 hotels for
distribution, free of charge, to about 750,000 hotel guests this year.

The Visitor Map, an initiative of Toronto's Tourism Division, is just one
example of the City's efforts to strengthen the tourism industry, which has
suffered a downturn since SARS. Jointly funded by AT&T, the Toronto Parking
Authority, the City of Toronto and Tourism Toronto, the map will help to direct
visitors to Toronto's many attractions and points of interest.

In addition to its focus on SARS recovery, the City has just completed a
Five-Year Tourism Development Action Plan, jointly funded with the Province of
Ontario. The plan outlines a range of new initiatives to increase tourism,
including enhancing visitor services. The new Visitor Map is one of the first
projects to be launched in support of the plan.

"This new map is another way in which we're putting out the welcome mat to
ensure that visitors enjoy a first class experience in our city," said
Councillor Michael Feldman, Vice-Chair of the Economic Development and Parks
Committee. "It's a great initiative that brings together the public and private
sectors to serve the needs of our valued tourists in Toronto."

"We are very pleased to support this project," said Kerry Mortimer, Marketing
Director, AT&T. "It's a challenging time for tourism in Toronto and these maps
will help tourists find the major attractions, museums and theatres in the
city. We're glad to be doing our part to help."

The City's Tourism Division strives to position Toronto as a dynamic and
culturally vibrant year round international destination and fosters the
development and rejuvenation of innovative attractions, facilities and globally
significant events and festivals that will enhance the quality of life for
citizens and visitors to Toronto. The Tourism Division's mission is to
accelerate opportunity, promote excellence and liberate the potential that
exists in this key economic sector.

Media contact:
Monica Kucharski, Economic Development, Culture and Tourism



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