Tourism sector gets $1M for marketing
The first step toward Niagara’s eventual economic recovery will be buying local, says Ontario’s minister of heritage, sport and tourism.
With no clear indication when the threat of COVID-19 will end, it will be Niagara residents spending money in Niagara shops, restaurants and at attractions that will start to rebuild a devastated local economy.
“It is about visiting Niagara venues and wineries and buying local,” said Lisa MacLeod on a Wednesday Zoom call with local journalists and political leaders.
MacLeod, joined by Niagara West MPP Sam Oosterhoff, announced $1 million in marketing funding for Niagara’s tourism sector which is part of a $13-million effort by Destination Ontario and Destination Canada.
But MacLeod said with the Canadian border closed, and COVID-19 still a present danger, that marketing won’t be directed at international visitors, but at locals.
She acknowledged Niagara’s tourism sector has been clobbered by the economic impact of the novel coronavirus pandemic which had shut down most businesses, save for those considered to be an essential service.
Thousands of jobs have been lost and tens of millions of dollars normally generated by the sector have vanished.
“I recognize Niagara is struggling,” said MacLeod. “Hopefully, we will see Niagara move forward in the near future.”
While much of Ontario is moving into the second phase of economic recovery, several regions, including Hamilton, Toronto and Niagara, are not.
On Tuesday, Ontario Premier Doug Ford said a recent upswing in COVID-19 cases, driven almost entirely by an outbreak at Pioneer Flower Farms in St. Catharines, played a role in the decision to hold Niagara back.
Niagara Falls NDP MPP Wayne Gates issued a news release late Wednesday demanding Ford meet with Niagara’s acting medical officer of health, Dr. Mustafa Hirji, to discuss the issue.
Niagara had no new confirmed COVID-19 cases Wednesday — the fourth time in the past 15 days that has happened. Aside from the Pioneer farm outbreak — which has sickened at least 65 people — Niagara has seen consistent single-digit new daily case growth.
There have been 719 people infected in Niagara since the pandemic began, with 84 of those cases still active. Seven people are in St. Catharines hospital being treated for COVID-19.
At least 61 Niagara residents with the virus have died.
The decision to keep Niagara closed has also prompted an aggressive response by Niagara Falls Mayor Jim Diodati, who urged the province to reopen the city because of the economic impact on the tourist sector it relies on.
Diodati, who was on Wednesday’s Zoom call, applauded when MacLoed announced the marketing money.
The joint federal and provincial funding will be divided evenly between Niagara Falls Tourism and VisitNiagara.com, MacLeod said.
In addition to the funding, McLeod said the provincial government will provide direct support to assist the sector getting the word out.