What brings tourists to SDG? New strategic plan has info, suggestions

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SDG is rolling out a new five-year strategic plan for tourism.

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SDG council received the details of its new strategic plan for tourism at its regular council meeting on Tuesday. Cathy Kirkpatrick, a senior advisor specializing in tourism for Alphabet consulting company, presented the new strategic vision for visitors to this part of Eastern Ontario.

The new strategic plan focuses on three main themes.

The first is the St. Lawrence River and its broader tributary system. The report cites active experiences such as cycling and scuba diving as well as built heritage such as the Saunders Hydro Dam Visitor Centre as draws for tourists to the region.

The second theme takes a look at our region’s deep agrarian roots. Wellness retreats, farmers’ markets and culinary experiences draw people from urban centres like Ottawa and Montreal.

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The third theme recognizes a key type of client for tourism in SDG. It’s all about family. Through attractions like Upper Canada Village and the proposed Great Wolf Lodge, the new strategic plan aims to cement family-based experiences as an important reason for people to come to SDG.

“In the short term, we’re focusing on foundational projects that build on existing collaborations, such as the continued development of an annual visitor guide, shared training opportunities for our tourism ambassadors as well as local businesses, and the exploration of new opportunities in sectors such as film and travel trade,” said acting director for economic development Karina Belanger.

Beyond these broad themes, the strategic plan also advises operational improvements in how tourism is run and marketed in SDG. The new plan will push SDG into a stronger collaborative approach with Cornwall and Akwesasne. Specifically, Akwesasne will play a central role in future tourism.

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“I think a meaningful partnership is rooted in communication, and we plan to introduce ongoing working group meetings to ensure continued collaboration in tourism planning. There are opportunities to co-creating visitor experiences that highlight Akwesasne’s rich history and vibrant culture and tell a fuller regional story—one that is inclusive and representative of all communities,” said Belanger.

The recommended collaboration echoes that which should have existed in the era of Cornwall and the Counties Tourism, an agency founded and funded by Cornwall and SDG. It folded in 2017 after first SDG, then Cornwall, decided to stop providing funding and establish their own tourism departments.

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One of the last big changes that could come from the strategic plan is the local brand.

“Name familiarity drives awareness and visitation; research notes that SDG Counties and Cornwall have low awareness among travellers – there is an opportunity to enhance awareness through use of a consistent place name,” the report read.

It suggested SDG and Cornwall both adopt “Cornwall and SDG Counties” for promotional purposes.

Belanger noted that while a common brand is the goal, a common identity is not. Despite the need to collaborate across municipalities, what makes the region unique is its diversity.

“Each of the six municipalities, Cornwall, and Akwesasne bring something distinct to the table—and it’s that diversity that makes our region so special. Our goal is to celebrate those unique characteristics while aligning shared messaging,” said Belanger.

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“Visitors don’t experience our region through the municipal boundaries we know—they come to explore the stories, landscapes, and culture that span across them.”

Notably, the strategic plan also suggests that SDG follow Cornwall’s lead by implementing a municipal accommodation tax for short-term stays.

That tax is added to the bill paid by travellers and then forwarded to the municipality. The municipality can use 50 per cent to cover its costs, with 50 per cent of revenues going to benefit the tourism-related industries.

Across Ontario, tourism is a $32-billion industry which supports over 90,000 small businesses. By continuing to put SDG on the destination map, there will be ample opportunity for economic growth in Eastern Ontario.

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