Toronto — As summer approaches and domestic travel rises in popularity, the Ontario government has launched a new province-wide marketing campaign titled “We Stand” to promote local tourism, support businesses, and celebrate the province’s rich cultural and natural heritage.
The campaign comes at a critical time, as Ontario navigates the impacts of U.S. tariffs and global economic volatility. The province is responding with a nearly $200 million tourism sector investment to help protect more than 325,000 jobs and support 92,000 businesses that contribute $32 billion annually to Ontario’s economy.
“At a time when so many families are looking for made-in-Canada adventures, our campaign invites people to explore their own backyard and discover the rich, diverse tourism destinations our province has to offer,” said Stan Cho, Minister of Tourism, Culture and Gaming. “Now more than ever, it is vital that we stand together to support our local communities and celebrate the people and experiences that make Ontario the best place in the world to live, work and visit.”
The We Stand campaign will appear across television, cinemas, radio, digital platforms, and billboards, and features iconic Ontario destinations like Pelee Island, Lake of the Woods, and dozens of hidden gems in between. The campaign also showcases the talent of local culinary artists, farmers, brewers, and visual performers who represent the heart of Ontario culture.
According to government data, nearly 9 in 10 Ontario residents expect to take an overnight pleasure trip within the province this year—good news for the 350+ festivals and events being supported this season through provincial funding.
“We Stand is more than a campaign — it’s a call to explore, connect, and take pride in the places and people that shape Ontario’s identity,” said Vincenza Ronaldi, CEO of Destination Ontario. “Through powerful storytelling and bold visuals, this campaign invites Ontarians to rediscover the province and support the tourism businesses that are vital to our communities.”
The campaign was developed in collaboration with Destination Ontario and its creative agency, Broken Heart Love Affair.
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