The province is launching consultations on developing a new tourism strategy.
Minister of Tourism, Culture and Sport Sylvia Jones announced on Tuesday during the Ontario Tourism Summit at Caesars Windsor, the province will consult with tourism operators and tourists to maximize the economic impact of Ontario's $34-billion tourism industry.
She says the province wants to 'unlock its limitless potential.'
"With Ontario's new tourism strategy, we will create a positive business environment where this vital sector can flourish and create good and sustainable jobs," she says.
Tourism accounts for over four percent of the province's GDP, and supports 390,000 jobs across the province.
The province is looking for feedback on issues such as the role of government, regulatory burdens and workforce challenges.
The summit is taking place in Windsor Tuesday, October 23 and Wednesday, October 24.