Drake is a global hip hop artist that is deeply interwined in pop culture.
But what’s interesting is that as his popularity grows, so does Toronto tourism.
A recent Vice News report states that Drake’s influence in Toronto is responsible for 5% of the city’s tourism income, which translates to roughly $440 million of the $8.8 billion total tourism income. Factors include his influence with his music, clothing line, the Toronto Raptors, as well as various restaurants, clubs, and venues around the city.
“We did some calculations that suggest that he’s worth $440 million to the Toronto economy,” says marketing and branding consultant Gordon Hendren, “Why? Because he’s helped to rebrand the city. He’s kind of made himself the same as Toronto.”