Mayor Rob Ford will end the longstanding tradition of Toronto mayor's marching in the Pride Parade in favour of another tradition.

During a news conference with reporters on Wednesday, Ford said he would be at his family cottage in Huntsville celebrating the Canada Day weekend during the July 3 parade.

Ford said the Canada Day getaway to Huntsville is a long-standing family tradition that started with his father.

"It's been a tradition with my family going back. We've been in Huntsville for the past 30 (years), as long as I remember," he said. "We always used to go up north to our cottage and I'm carrying on the tradition that my father had."

The announcement ends months of speculation within the Pride Toronto organization over whether the right-leaning Ford would march in the annual parade as predecessors David Miller, Mel Lastman and Barbara Hall did.

Despite marching in the Toronto Santa Claus Parade, the St Patrick's Day Parade and the Beaches Easter Parade since taking office, Ford never committed to marching in the Pride Parade. During his 10 years as councillor he has never marched, though his brother Doug did campaign on his behalf at last year's parade.

"We have made attempts to encourage him to participate in not only the parade, but other events as well and I guess we just have to move forward," Peter McHugh, communications director for Pride Toronto, told CP24.com after the news conference. "Hopefully the mayor will surprise us and come out, but if not, that's his prerogative. We don't have too much control over what the mayor does."

Coun. Kristyn Wong-Tam told CP24.com that she's saddened by Ford's decision.

"I'm disappointed, but not overly surprised," she said. "He has never come out in any way to support the community and well I was hoping he would grow into his job as the mayor. understanding that he is seen as the chief leader of Toronto. It's obviously not a priority for him."

Wong-Tam, a long-standing activist in the gay community, said she'd be happy if Ford took part in any of the events associated with Pride; not just the parade.

The mayor's office has said that Ford will not be making any appearances during the festival.

Coun. Frances Nunziata will represent the mayor during the annual Pride flag raising on June 27.

"Pride celebrations are now a 10-day long affair and unless the mayor is booked solid for 10 solid days and doesn't have one second to spare, there are all kinds of opportunities for him to come out and show his support for the community," Wong-Tam said.

McHugh said he still expects several councillors and other representatives of the city to take part in the parade.

"While we may not have the actual mayoral figurehead showing his support we will have that support from the city and I think everyone from the queer community and everyone else for that matter will see the city's presence and that's important," McHugh said.

Pride Toronto runs from June 24 to July 3.