Destination Toronto Appoints J/PR to Boost U.S. Media Relations: New Strategy to Elevate City’s Visibility and Influence American Travelers in 2026

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Destination Toronto today announced that it has appointed J/PR as its U.S. public relations agency of record, marking a key step in strengthening its presence in the highly valuable U.S. market. As the U.S. accounts for over half of Toronto’s international travelers, this strategic partnership aims to elevate the city’s media and influencer presence, ensuring that Toronto continues to capture the attention of American travelers. The new collaboration will enhance Toronto’s profile across top-tier U.S. publications and creators, with a focus on showcasing the city’s vibrancy, culture, and year-round travel experiences.

Who Was Involved?

The collaboration involves Destination Toronto, the official marketing organization responsible for promoting Toronto, and J/PR, a highly regarded public relations firm known for its expertise in media relations and influencer strategy. The new appointment of J/PR as the official PR agency of record is a crucial move for Destination Toronto as it continues to strengthen its international marketing efforts.

Paula Port, Chief Marketing Officer at Destination Toronto, emphasized that earned media remains one of the most powerful tools for influencing travel decisions. J/PR’s proven ability to connect stories to the right audiences in the U.S. market was a key factor in their selection.

What Happened?

Destination Toronto has long recognized the importance of maintaining a strong, consistent media presence in the U.S. market, which represents over 50% of its international visitors. The new partnership with J/PR aims to build on this foundation by boosting the city’s visibility through strategic media placements and influencer outreach. The goal is to reach key American audiences who are seeking new and exciting destinations for year-round travel experiences, with a particular focus on Toronto’s diverse culture, neighborhoods, global cuisine, and sports tourism.

The U.S. tourism strategy will be enhanced by J/PR’s tailored approach, utilizing media relations, influencer marketing, and a targeted earned media strategy. The aim is to drive deeper cultural connections and sustained demand for Toronto among American travelers, as well as to align the efforts with broader trends in the tourism industry.

When Did This Happen?

The announcement was made on January 9, 2026, with the partnership officially taking effect in the coming months. As Destination Toronto prepares to focus its marketing efforts for 2026, J/PR will begin rolling out strategic campaigns that highlight the unique aspects of the city and its offerings for American travelers.

Where Did This Happen?

The appointment of J/PR as the U.S. media agency of record is part of a larger strategy by Destination Toronto, headquartered in Toronto, Canada, to expand its influence in the U.S. market. J/PR, based in New York City, will work closely with Destination Toronto’s marketing team to target American travelers and media outlets, ensuring that Toronto’s story reaches the right audiences in the U.S. market.

Why Did This Happen?

This strategic partnership is rooted in the growing importance of a targeted, media-driven approach in tourism marketing. As consumer behavior continues to shift and new digital channels influence how travelers discover destinations, earned media remains crucial in influencing travel decisions. With the U.S. being Toronto’s highest-value international market, having a dedicated public relations agency ensures a consistent narrative is delivered to U.S. travelers, driving awareness and engagement.

Destination Toronto has recognized that with sports tourism on the rise, especially with events such as the FIFA World Cup and Toronto’s first WNBA season, it is the right time to further leverage the U.S. market. The city’s cultural richness, vibrant neighborhoods, and wide-ranging travel experiences make it an ideal destination for American tourists looking for a getaway across multiple seasons. This collaboration with J/PR allows Toronto to capture these opportunities and increase its appeal to American travelers.

How Will This Impact Toronto?

The appointment of J/PR is set to transform Toronto’s tourism strategy, positioning the city as a year-round destination for U.S. travelers. As the PR agency of record, J/PR will help Destination Toronto develop and execute tailored media campaigns that resonate with American audiences, specifically through earned media and influencer collaborations.

The strategic focus on Toronto’s sports tourism, which is poised to grow in the coming years, will play a critical role in attracting American visitors. With six FIFA World Cup matches coming to Toronto and the excitement surrounding the WNBA’s debut in the city, J/PR will target sports enthusiasts, positioning the city as a top sports tourism destination in North America. Additionally, the agency will continue to showcase Toronto’s cultural and entertainment scenes, drawing attention to the city’s diverse cultural offerings.

Key Focus Areas of the New Strategy

1. Toronto’s Vibrant Culture and Neighborhoods: Highlighting the city’s diversity through its eclectic neighborhoods and global cuisine, showcasing the experiences that make Toronto a cultural hub.
2. Year-Round Travel Opportunities: Promoting Toronto’s ability to cater to travelers in all seasons, from summer festivals to winter adventures.
3. Sports Tourism: With major sporting events on the horizon, including FIFA World Cup matches and the WNBA season, the partnership aims to engage sports fans and build momentum for Toronto’s growth as a sports tourism destination.
4. Strategic Media Outreach: Targeting top-tier U.S. publications and influencers to share Toronto’s most compelling stories, from culture to dining and sports, ensuring the city stays top of mind for American travelers.

The Aftermath for Destination Toronto

Destination Toronto is expected to see an increase in U.S. tourism, thanks to this new partnership with J/PR. The PR agency will work to generate meaningful earned media opportunities, building strong relationships with U.S. journalists and influencers who shape American travel decisions.

The partnership aligns with Destination Toronto’s goal of delivering consistent, relevant messaging that appeals to travelers seeking cultural authenticity, sports tourism, and memorable travel experiences.

Conclusion

With J/PR leading the U.S. public relations strategy, Destination Toronto is positioning itself to further expand its visibility and influence in the American market. The agency’s strategic approach to earned media and influencer marketing will help Toronto rise as a destination of choice for American travelers in 2026 and beyond. Through this collaboration, Destination Toronto is set to continue its growth and secure its place as a top international destination for years to come.

Image: © Destination Toronto