SDG Counties council reviews regional Tourism Strategic Plan

At the Tuesday, April 22 meeting, Stormont, Dundas, and Glengarry (SDG) Counties council reviewed a presentation on the proposed regional Tourism Strategic Plan (TSP). The plan was developed by consulting firms C.M.K. Consulting, Alphabet, and Brain Trust, and outlines strategies to boost tourism in SDG and Cornwall.

C.M.K. consultant Cathy Kirkpatrick explained that the primary focus of the TSP is to “develop a vision, mission, and goals for the tourism management program for SDG, demonstrating the value of local tourism to community stakeholders.”

Collaboration between Cornwall Tourism and SDG Counties began in 2023 in a collective effort to share regional tourism initiatives and planning.

As part of the plan’s development, numerous visioning workshops were held between October 28 and November 7, 2024, with approximately 50 community stakeholders attending to provide insight for the TSP. Additionally, multiple one-on-one phone interviews were conducted with regional businesses and organizations, including the Raisin Region Conservation Authority, Akwesasne Travel, and the Upper Canada Playhouse, among others.

Staff informed council that the TSP is divided into three main strategic pillars: 1) Organizational Tourism Management, 2) Destination Management and Product Development, and 3) Destination Marketing. The TSP was also based on three key themes: 1) The River: Connecting Nature and Culture, 2) Farm Forward: The Next Gen Countryside, and 3) Families at the Heart: Creating Memories.

The first pillar emphasizes building and nurturing ongoing partnerships with local tourism operators, collaborating on funding efforts, the continued sharing of visitor information services, and conducting annual reviews for its tourism research plan.

The second pillar focuses on developing a networking and training plan for operators, building a recognition program to promote successful local businesses, strengthening collaboration efforts with Akwesasne tourism groups—by creating a 2025/2026 shuttle service pilot program to/from Cornwall Island—and committing to a regenerative tourism approach by preserving cultural heritage and traditions.

Lastly, pillar three includes standardizing place names used in destination marketing, concentrating on family-oriented programs, and promoting the region through targeted marketing campaigns in Ontario, Québec, and the United States.

The three TSP themes promote active experiences such as cycling, walking, paddling, fishing, and snowshoeing, along with wellness retreats, public parks and beaches, and Indigenous culinary and art experiences.

Councillor Carma Williams expressed support for the plan, noting, “I think this is an excellent approach. I’m sure it’s going to come with some challenges because this is a very large geographic area to be able to represent equitably and thoughtfully so that these assets are shared around.”

Williams then asked staff, “What do you feel to be the biggest challenges of moving toward a more regional approach for tourism?”

Staff explained that accommodation availability and communication logistics presented challenges to the TSP, as there are only so many shorter-term rentals available in the area. In addition, the large coverage area of the region impacts different operator needs depending on their location.

Council had no further questions. An implementation date for the TSP has yet to be announced.

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