Destination Toronto has named Andrew Weir as its new president and CEO, effective May 1. Weir, who previously served as the organization’s executive vice president and chief marketing officer, has a deep understanding of the organization and its stakeholders. He has also been actively involved in the tourism industry, serving on several boards including the Tourism Industry Association of Ontario. Weir takes over from Scott Beck, who left to become CEO and President of San Francisco Travel in October.
Weir’s appointment comes at a challenging time for Toronto’s tourism industry, as the city grapples with the absence of Chinese tourists due to travel restrictions imposed by the Chinese government. Prior to the pandemic, China was one of Toronto’s top international tourism source markets. Despite the ongoing challenges, Destination Toronto is optimistic about the future, especially as the city prepares to host six matches for the FIFA World Cup in 2026. In 2023, Toronto welcomed nearly 9 million overnight visitors, generating more than $7 billion in visitor spending.
As president and CEO, Weir will lead strategic partnerships between the tourism industry, broader business leadership, and government to promote Toronto as a premier destination for travelers. His extensive experience in destination marketing and tourism will be valuable as Destination Toronto works to attract visitors and drive economic growth in the city. Weir’s tenure will also coincide with efforts to rebuild the tourism industry post-pandemic and adapt to the changing landscape of international travel.
Destination Toronto conducted a thorough North American search before selecting Weir as its new leader, highlighting the organization’s commitment to finding the right candidate for the role. The board of directors at Destination Toronto expressed their enthusiasm for Weir’s appointment, citing his strong leadership skills and industry expertise as assets that will benefit the organization. Weir’s previous roles within Destination Toronto have equipped him with the knowledge and experience needed to navigate the challenges facing the tourism industry.
Weir’s leadership will be vital in steering Destination Toronto through a period of recovery and growth as the city emerges from the impact of the pandemic. With his background in marketing and tourism, Weir is well-positioned to develop and implement strategies that will attract visitors, drive economic activity, and promote Toronto as a world-class destination. As Toronto continues to navigate the changing landscape of international travel, Weir’s leadership will be key in shaping the future of the city’s tourism industry.
Overall, Weir’s appointment as president and CEO of Destination Toronto signals a vote of confidence in his ability to lead the organization through a critical period in the city’s tourism industry. With his industry knowledge, leadership skills, and strategic vision, Weir is poised to drive Destination Toronto’s mission of promoting Toronto as a premier destination for travelers worldwide. As the city looks towards the future, Weir’s leadership will be instrumental in shaping the organization’s efforts to rebuild and grow the tourism industry in Toronto.
