Dear Partner in Tourism,

As we move through the peak of summer, Tourism London continues to advance key initiatives that strengthen London’s profile as a destination. From launching a major U.S. marketing campaign to securing future national sporting events and sharing new funding opportunities, this month’s update includes several important developments for our tourism partners.

In this edition, you’ll find:

Summer Sounds Better Here – Tourism London Campaign Now Live

Tourism London is excited to have officially launched our bold new summer marketing campaign, “Summer Sounds Better Here,” aimed at attracting American visitors to London, Ontario, from July through September.

Developed in collaboration with GIANT Creative, this campaign targets key drive-time markets across Michigan, Ohio, New York and Pennsylvania, leveraging the favourable travel sentiment among Americans and the strong U.S. dollar.

As Canada's UNESCO City of Music, London invites road trippers to experience summer through sound. Picture live music, clinking glasses and the perfect golf swing.

Explore the campaign landing page

Read our full media release

Rainbow Registered Funding Now Available for Local Businesses

We’re excited to share that eligible tourism and attraction businesses in Southern Ontario can now access funding to become Rainbow Registered, a national accreditation program that helps 2SLGBTQIA+ friendly businesses gain visibility and credibility.

What's covered?

1. Full funding for the initial accreditation
2. Free membership for the first year (use code FEDDEV100)
3. Access to training, monthly engagement, and national promotion through the CGLCC

Accreditation is valid for up to three years, and reassessments are free if needed in the first year.

This initiative is part of the Southern Ontario Tourism Project, supported by FedDev Ontario.

Explore the program and share with your networks: rainbowregistered.ca

London to Host 2027 & 2028 Canadian Track & Field Championships

Tourism London, in partnership with Western University, the London Western Track and Field Club, and the City of London, has secured the bid to host the 2027 Canadian Track & Field Championships and the 2028 Bell Track & Field Trials at Western Alumni Stadium. These national events will serve as the official selection trials for the 2027 World Athletics Championships in Beijing and the 2028 Olympic and Paralympic Games in Los Angeles. This marks the first time London will host the outdoor national championships, welcoming Canada’s top athletes to a city with deep ties to the sport, including hometown Olympians Damian Warner, Alysha Newman, and Kate Current. With a proven track record of hosting successful sporting events and a passionate local sports community, London is ready to shine on the national stage.

Staying in Tune with Updated Sound Policy

As part of the continued evolution of the London Music Strategy, a new sound policy has officially been adopted by City Council and is now in effect for major events. This updated Special Events Policy introduces improved sound measurement standards (LAeq), strategic sound monitoring points and a required sound design plan, ensuring reduced sound bleed into surrounding neighbourhoods. The result is a more balanced approach that supports vibrant festivals while respecting residents. Check out London Music Office’s Instagram for a behind-the-scenes look at how the changes were applied at Sunfest.

Please share any updates from your business with us by emailing tourinfo@londontourism.ca or by tagging us on Instagram, Facebook or Twitter.

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