Promoting urban green tourism: The development of the other map of Toronto

Abstract

While the focus of ecotourism has largely been on rural or sensitive areas, the vast majority of tourists visit an urban environment. This paper examines how the Green Tourist Association in Toronto, Canada, developed the concept of urban green tourism — a concept that promotes environmental responsibility, local economic vitality, cultural diversity and experiential richness. In looking at promoting greener practices, the association developed the ‘Other Map of Toronto’. This map highlights eco-businesses, green spaces, galleries and heritage sites, natural food stores, and sustainable transportation options among other features. The development and launch of the map is discussed and some of the problems encountered are examined. Key strategies for launching green tourism products are presented in the recommendations.