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Regardless of how the Raptors fare against the Golden State Warriors, the city’s tourism industry will come out a winner in Toronto’s run to the NBA Finals.

“This is the type of coverage that helps dispel some of those myths. A lot of Americans still think Toronto is cold because it’s in Canada or that it’s kind of a mid-size city,” said Andrew Weir, executive vice president of Tourism Toronto. “But then when you see the images of the skyline, see images of people in Jurassic Park, people around the city in a summer environment, it starts to change perceptions.”

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The NBA Finals will also put Toronto on the radar of millions of fans from around who will direct their focus to the series. An estimated 1 billion people will have the opportunity to watch the NBA Finals.

On top of that, the Toronto Raptors’ branding — “We The North” — has built up a large fan base across the country for Canada’s lone NBA team. As a result, people from as far away as Halifax or Vancouver will come to Toronto to see them play.