The president of the Northwestern Ontario Associated Chambers of Commerce applauded last week’s announcement that the provincial government is establishing a new delivery model and investing up to $6.88 million to enhance northern tourism marketing efforts.
“Ultimately, the success or failure of this model will be determined by the
willingness of the tourism industry in the north to work together,” noted Tannis Drysdale, who lives in Fort Frances.
“When I attended the consultations [in August], there was very little consensus on how the new model should work. Creating a structure that met everyone’s needs was a daunting task,” she added.
“This model appears to appreciate the strength of organizations like Sunset Country [which will receive $100,000] and brings the professional marketing skills of the Provincial Ontario Tourism Marketing Corp. to the table.
“Having a separate northern committee and increased representation on the OTMC board will allow the northern tourism voice to be heard,” she concluded.
In announcing the initiative last week, Northern Development and Mines minister Jim Wilson, who also chairs the Northern Ontario Heritage Fund Corp., said the Ontario government was delivering on its commitment to promote growth and opportunities in the north’s tourism sector.
“An efficient and effective delivery model, led by northerners, will ensure Northern Ontario can take full advantage of the economic and employment opportunities available through tourism,” he noted.
The new model integrates northern tourism marketing with the Ontario Tourism Marketing Partnership Corp. (OTMPC)—the government’s tourism marketing agency.
“Strengthening tourism in the north is a key part of our government’s
overall effort to promote Ontario as a premier, four-season destination,” said Tourism and Recreation minister Frank Klees.
“The new model will provide greater co-ordination, more potential for powerful marketing partnerships and, ultimately, more visitors to the north,” he added.
The model was developed following consultations with a wide range of
northern tourism representatives, and includes:
•creation of a permanent Northern Marketing Committee of the
OTMPC, with broad representation from the northern tourism industry to
oversee the development and implementation of tourism marketing plans and
products;
•creation of a northern office, located in Sault Ste. Marie, to support the work of the new committee; and
•northern representation on the OTMPC board of directors.
For the 2003-04 period (April 1, 2003 to March 31, 2004), the government will invest $5 million in tourism marketing activities and up to $600,000 in the six Northern Ontario Travel Associations to support their key role in developing grassroots partnerships.
During the transition to a new marketing model, the Ontario government—through the NOHFC—has provided more than $1 million to date, and will provide an additional $1.2 million to the Interim Steering Committee and Interim Office to the Interim Northern Tourism Marketing Committee.
Originally announced in March, 2002, the committee has been delivering a variety of marketing activities to ensure continuity of services to northern tourism operators while the new model was being developed.
These activities have included print campaigns, production and distribution of materials promoting the north, and media familiarization tours.
Both ministers extended special thanks to their parliamentary assistants,
Norm Miller and Wayne Wettlaufer.
“Mr. Miller and Mr. Wettlaufer have been totally engaged in this consultation process,” said Klees.
“I’m convinced this new model will be a success because Norm and Wayne did their homework,” echoed Wilson. “They listened and helped develop a responsive, efficient, and integrated model.”
The Northern Ontario Tourism Marketing Association (NOTMA), which operates under the business name Northern Tourism Marketing Company (NTMC), is the not-for-profit, private-sector organization currently responsible for implementing the strategy.
Fort Frances Times
Local News from Across the Rainy River District
