Tourism group welcomes $30M boost

Organizations to use federal funds to market ‘hyperlocal’ tourism

Ontario is still yours to discover, even if it’s not fully open for business. That’s the message the province’s struggling tourism industry is trying to send out as it recovers from the COVID-19 pandemic.

It’s getting a boost from the federal government Sunday, with Minister of Economic Development and Official Languages Mélanie Joly announcing $30 million in funding for the Tourism Industry Association of Ontario.

TIAO will distribute the money to destination marketing organizations in Southern Ontario, who will use the funds to develop marketing campaigns and strategies to get people out in their regions and help the industry back on its feet.

“Our tourism sector and the 1.8 million people it employs across Canada have been hit hard by COVID-19, and we’re here for them,” Joly said in a release. “During National Tourism Week, our message to the sector and those whose livelihoods depend on it is clear: We’re working with you to mitigate the impact of COVID-19.”

TIAO CEO Beth Potter said Ontario’s tourism industry has been deeply affected by the pandemic, which has closed borders and kept people at home.

“Normally, our industry is about a $36-billion-a-year industry. Right now, we’ve seen a retraction,” Potter said.

“We’re expecting in 2020 we’re going to lose over 50 per cent of the revenue.”

The marketing organizations have also been hit hard, because a good portion of their revenue comes from a hotel tax that they split with the local municipality. With hotels seeing low occupancy, those funds have dried up. But the federal contribution will help the marketing organizations cover about half their operating costs for six months, Potter said.

“(The pandemic has been) devastating to our plans for this year from a marketing perspective,” said Minto Schneider, CEO of Explore Waterloo. “It is such great news that the federal government is stepping up to help us.”

Typically, her organization works to promote Waterloo outside of the region, but Schneider said the focus will shift to promote local business and destinations to people who already live there.

“Given the kind of new reality, we’ll be marketing within Waterloo region to try and get people who have been locked up in their houses for the last couple of months out to spend money,” she said. “Our job is now to make an effort to get them out to visit their own backyard, to become tourists in their own town.”

The organization is taking a tiered approach, with plans to market the region’s destinations across the province and beyond as the economy opens up.

Potter said her association would also be promoting hyperlocal tourism until it’s safer for people to travel long distances. “Whether it’s stores on Main Street or local restaurants, by supporting those guys you’re supporting local artisans and the food supply chain here in the province as well.”

The provincial government announced Saturday it would gradually reintroduce camping in Ontario parks and recreational camping on Crown land starting Monday.

Backcountry camping, including access points, paddle and portage routes and hiking trails, will open.

Day activities such as picnicking and off-leash pet areas are also expanding.

All other overnight camping and some day-use activities at provincial parks and conservation reserves are still restricted until June 14 and will continue to be assessed.

Physical distancing is still in effect and no more than five people are allowed on a backcountry campsite unless they all live in the same household.

Fees for day-use and backcountry camping access will be in effect starting Monday.