The goal is to get Ontario and Toronto a bigger share of the $2 billion spent by tourists around the world everyday.

Former provincial finance minister, Greg Sorbara, likens us to having a triple A team when we really need a major league tourism franchise.

Toronto is the main gateway for visitors to the province, representing almost 50 per cent of the market, and there’s no shortage of what this city can do to improve, Sorbara told the Globe and Mail.

Ontario Conservative leader John Tory says the Liberal government is wasting money on the wrong kind of advertising.  “We’re spending far too much money advertising here right now trying to win votes, which is what Mr. McGuinty is doing with feel good ads. We need to be advertising in the States and Europe and all over the world,” said Tory.

Glen Stone with the Toronto Board of Trade agrees. He told 680News it’s time for the money to flow on the waterfront, saying only a fraction of what was pledged by all three levels of government has been spent.

“We have a beautiful waterfront. What are we doing with it? Take waterfronts all over the world–they’re beautiful. We’re just ignoring our waterfront. There’s a lot more we could do,” an engineer from South Africa told 680News.

Sorbara noted we have top flight restaurants, and five star hotels are coming soon, but tired attractions like Ontario Place and the waterfront renewal are moving at a snail’s pace.

Sorbara sees a bigger role for the private sector in investing in new attractions.