Explore Waterloo Region has unveiled its sponsored Waterloo Region Tourism Master Plan that will guide the future of visitor economic sustainability by 2030.
The purpose of the master plan is to establish the region as a go-to destination for leisure, business events and as a sport hosting market.
Brand, product, access, sustainability and communication, and alignment are the five growth pillars that have been identified within the plan that take aim at the most significant opportunities for improvement.
“Tourism is an important contributor to the local economy,” Michele Saran, CEO of Explore Waterloo Region, said.
“The focus of this new plan is to build our destination brand to drive tourism revenue growth, which benefits all residents of our region. In addition to supporting local employment, the tax dollars associated with tourism spending are reinvested into things like education, healthcare, and housing.”
Explore Waterloo Region will play a lead role in coordination, implementation and overall success of the plan, but will work closely with the Region of Waterloo, municipalities, townships and tourism stakeholders on it execution.
The consulting firm FLOOR13 was contracted to lead the plan's development effort.
“Our greatest strength, as a destination, lies in the diversity of our geography and our people, and our unique blend of urban and rural vitality,” Tracy Van Kalsbeek, board chair for Explore Waterloo Region, said.
“Having this new, comprehensive tourism plan in place will further guide everyone’s work and help mark our progress.”
To view the master plan visit explorewaterloo.ca.
