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Toronto is hoping to attract more visitors in the future by renewing its appeal and offering 'the wow factor', according to reports.

A study on the Canadian city's tourism industry concluded that it is not offering enough new things to see and do, the Toronto Sun reports.

City councillor Michael Thompson said that the destination has to 'wow people back' and realise its full potential as a tourism hotspot.

He added: 'We can't simply sit back and say we have a great city. We have to deliver on that.'

Figures from Tourism Toronto show that the city has seen an increase in overseas tourists in recent years, with a record 10.6m overnight visitors last year.

However, the number of US travellers in Toronto has been on a downward trend, which was attributed partly to the strong Canadian dollar.

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