Although 766,000 tourists visited Northwestern Ontario in 2004, Sheila Larmer, director of Tourism Policy at the Ministry of Tourism, noted that number was down last year—and is looking to stay the same for the 2006 season.
“We’re getting the same numbers we were getting last year at this time,” she noted during the North Western Ontario Tourism Association’s annual spring meeting last Thursday in Nestor Falls.
“They haven’t gone down but we haven’t recovered, either,” she remarked.
Larmer listed several reasons for the low consistency, such as lack of awareness, lack of interest, bad weather, and the recent push towards exotic destinations—just to name a few.
Gerry Cariou, with Ontario’s Sunset Country Travel Association, echoed those concerns, stating there are misconceptions by Americans who have travelled to Northwestern Ontario in the past or have been planning on making a trip here.
“For some reason, they think they need a passport already,” he noted. “They are also thinking ‘Are we still welcome?’
“Last year slapped my optimism down,” Cariou admitted. “But I hope we will see a peak.”
Larmer hinted there may be an increase in tourism in Ontario, as a whole, over this year and next, but the ministry is expecting that to drop in 2008 if passports become necessary for cross-border travel.
She also noted with the 30-cent loss on the dollar since January, 2002, there has been a decrease of 6.3 percent of those making day trips to the region and a 5.4 percent decline in overnight visitors.
Larmer added the Ministry of Tourism has been looking at developing profiles for regions, which would target other things tourists would be interested in.
“What else do they like to do?” she asked.
Currently on its website, for instance, there is a profile of Americans who are interested in visiting the City of Niagara Falls. “This is a matter the Ministry of Tourism has been following very closely,” Larmer noted.
NWOTA vice-president Jerry Fisher also gave an update on the passport issue last Thursday.
“Our guests are not getting the message,” he stressed. “They think [passports are required] this year.
“Something is happening this year to make someone think that.”
Fisher said NWOTA has joined, along with the North Western Ontario Business Partnership, a group called BESTT (Business for Economic Security, Trade and Tourism), which is recommending “Real ID” as the border-crossing document instead of a passport.
Under U.S. legislation, a passport will be required for all air and sea travellers entering the country by Jan. 1, 2007—and by Jan. 1, 2008 for all those entering by land.
“It’s a major issue right now that is going to affect everyone all across Canada,” Fisher warned.
BESTT is an international coalition of businesses and trade associations from across the U.S. and Canada concerned about the ramifications of the so-called Western Hemisphere Travel Initiative (WHTI).
“Our goal is to raise awareness of the important cultural and fiscal ties that exist across the 5,500-mile long border, and to help ensure public policies that promote these ties, while still addressing the legitimate security concerns of both countries,” the coalition’s website states.
Fisher noted a presentation on the issue is being made this Friday (May 12) in the Niagara region.
“We need more on it but it’s on hold right now,” he said, though adding he thinks positive things will happen.
“The province is taking this seriously,” stressed Larmer. “We need to do something about it and we’re still looking for ways to push the idea.”
She gave kudos to the tourism industry for keeping the issue alive.
“Once we get a better handle on where we are, I’ll bring it to the next meeting,” she promised. “It’s already having an impact.”
Besides clearing up misconceptions about the passport requirements for travel, a strong marketing scheme also is in the works to push tourism in Ontario.
“We need to concentrate our efforts in the U.S.,” stressed Jim Grayston, with the Ontario Tourism Marketing Partnership Corp. “We need to be pushing Ontario.”
He noted they are going to develop an Ontario broad message and niche angling message, which will be featured on radio, TV, and in magazines throughout Minnesota, Wisconsin, and Michigan.
They will use U.S. fishing shows to place ads, as well as specialty channels like ESPN or Outdoor Life.
“Since they are not necessarily fishing shows, they should reach a larger audience,” Grayston indicated.
He added the corporation also been expanding the “Go Fish” website.
“We’re going to try to have more programs targeted to your area,” Grayston pledged.
Throughout the day-long meeting, NWOTA members and other interested parties heard additional presentations from Christine Denby (Fort Frances Chamber of Commerce), Ministry of Natural Resources reps, Lyle Wiebe (Northwestern Health Unit), and Darrell Wirch regarding currency exchange.
Fort Frances Times
Local News from Across the Rainy River District
