Case Study: Tourism Bureau Extends Hospitality to Local Families With Special-Needs Children

Organization: Tourism Toronto Timeframe: Aug. 2008 - Present In 2008, Andrew Weir, VP of communications at Tourism Toronto —the official destination-marketing association for Toronto’s tourism industry— was in the process of developing a comprehensive CSR program based on three pillars. Two of those pillars, sustainability and training, were already supported by a comprehensive green program and training scholarships at nine Ontario schools of Hospitality and Tourism, respectively. The last pillar, families in need, posed a challenge for Weir: “We knew the needy families were getting help through a variety of charitable organizations,” says Weir. “We wanted to find a gap to fill in helping families, but we didn’t want to just write out a check.

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