Toronto, ON — Ontario is making a major bet on the power of culture to drive tourism, announcing a $635,000 investment in the launch of the first-ever Promise of Music Festival, a global event exploring the social impact of music and hosted in partnership with The Glenn Gould Foundation.
The province’s Ministry of Tourism, Culture and Gaming said the funding is part of its strategy to position Ontario as a world-class destination for arts and culture while stimulating visitor spending and economic growth. The festival, running October 6–10 across the Greater Toronto Area, is expected to draw more than 50,000 attendees from around the world.
A Celebration of Music’s Global Role
The Promise of Music Festival marks the inaugural world congress dedicated to examining how music influences education, community building, and social well-being. The program features live performances, public discussions, films, and workshops, with participants from more than 20 countries.
“The Promise of Music is a groundbreaking celebration of artistic excellence, honouring Canadian Glenn Gould’s legacy by showcasing the profound impact of the arts on individuals and communities,” said Stan Cho, Ontario’s Minister of Tourism, Culture and Gaming. “By supporting this world-class event, Ontario is protecting and strengthening our dynamic tourism sector, connecting our province to the world, and bringing people together through music.”
The event will also spotlight Canadian cultural institutions, with Toronto serving as a hub for global dialogue on the role of music in advancing social good.
Clarification: The Glenn Gould Prize to Be Awarded in 2026
While the Glenn Gould Foundation is a key partner of the festival, the Glenn Gould Prize is not being awarded during the Promise of Music Festival.
The next presentation of the 15th Glenn Gould Prize will take place in 2026, when Sir Elton John will be formally honoured for his lifetime contributions to music and humanitarian work.
The Foundation emphasized that the Promise of Music and the Glenn Gould Prize are distinct events—the former serving as a major public festival celebrating music’s social impact, and the latter as Canada’s most prestigious international arts award.
“On behalf of The Glenn Gould Foundation, I wish to extend our gratitude to the Government of Ontario and Minister Cho for their critical support for the Promise of Music,” said Brian Levine, CEO of The Glenn Gould Foundation. “This recognition underscores the vital role music plays in shaping healthier, more inclusive, and more resilient communities across our province, Canada, and around the globe.”
Strategic Investment in Cultural Tourism
The funding announcement underscores Ontario’s broader commitment to strengthening its $39-billion tourism sector. For 2024–25, the government has allocated nearly $200 million to tourism initiatives, including $27 million for more than 250 festivals and events across the province.
“Tourism is not only about visitors; it’s about jobs, growth, and ensuring Ontario remains a place where cultural creativity thrives,” said Cho. “Events like the Promise of Music shine a spotlight on our province, attract international guests, and provide a platform for Ontario’s diverse artistic community.”
Glenn Gould’s Enduring Legacy
Founded in 1983, The Glenn Gould Foundation honours the legacy of the legendary Canadian pianist, composer, and writer who became one of the most influential classical musicians of the 20th century. The organization promotes creativity and innovation through music, with the Glenn Gould Prize serving as a global symbol of artistic excellence and humanitarian achievement.
By anchoring the Promise of Music Festival to this legacy, organizers hope to ensure it becomes a recurring international fixture that unites performance, education, and dialogue.
Looking Ahead
With its combination of global performers, academic voices, and social innovators, the Promise of Music Festival aims to blend cultural spectacle with meaningful conversations on how music shapes education, mental health, and community resilience.
The Ontario government is betting that this formula will not only draw audiences but also strengthen the province’s global cultural brand.
For full program details, visit www.promiseofmusic.com.
