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New Tourism Strategy and Action Plan adopted by Town of Orangeville

January 28, 2021   ·   0 Comments

The Town of Orangeville has a new Tourism Strategy and Action Plan. Adopted by Town Council on January 11, the plan highlights the top tourism drivers in the community and provides insights and actions that will help the Town to support and grow this key sector.  

The process of developing the five-year plan began in May 2020 to determine important next steps for the community’s short- and long-term economic development. The plan’s creation follows the findings of the Town’s Economic Development Strategy in 2018, which identified tourism as a sector of focus for future growth within the region. The plan also enables the Town to support the recovery of the local tourism industry as it manages through the challenges of the COVID-19 pandemic. 

“The Town of Orangeville boasts an impressive collection of sights and activities that attract tourists to our community,” said Councillor Joe Andrews, Chair of the Business and Economic Development Advisory Committee. “This plan provides clarity on how we can continue to grow and support this important sector.”

A five-year vision for the Town’s tourism sector was set out in the plan. “By 2026, the Town of Orangeville will be a burgeoning tourism destination known for its unique combination of progressive community values and small-town vibe. Both locals and visitors will look to Orangeville for unique public & performing art experiences, culinary imbibement, and access to outdoor activities, knowing there is something to enjoy year-round.”

To achieve this vision, the plan identifies specific assets throughout the Town that, together, create a compelling draw for tourists. It then defines how these can be most effectively utilized or enhanced. The strategy also identifies new and innovative approaches to attracting visitors, building upon established themes such as arts and culture, nature and the outdoors, and historic, small-town charm. 

Four strategic priorities headline the plan:

• Administration and Operations
• Branding and Promotions
• Tourism Assets and Experience Development
• Infrastructure and Investments

Based on these priorities, an action plan with more than 70 key recommendations, timelines for completion and budgetary considerations are included, providing Town staff with a clear and realistic work plan for the upcoming five years.

A careful consideration of the impacts of COVID-19 is included in the plan with recognition that the first 12 to 24 months of implementation should be viewed as a rebounding period, as well as an opportunity to enhance the Town’s tourism appeal.

“The development of the tourism strategy began in the pre-pandemic era, when Orangeville’s local economy was thriving and we were exploring opportunities to further develop the tourism sector with a sustainable, inclusive approach,” said Ruth Phillips, the Town’s Manager of Economic Development and Culture. “Now though, circumstances have changed due to COVID-19, and domestic tourism is expected to grow throughout Ontario. We’re committed to ensuring that Orangeville is well-prepared for the shift, and the opportunities it may bring.” 

The complete Tourism Strategy and Action Plan can be found at orangevillebusiness.ca. Tourism-related businesses interested in receiving regular updates and resources can contact the Town’s Economic Development & Culture office at edo@orangeville.ca. 

Katrina Lemire is the Co-ordinator of Business, Tourism and Culture for the Town of Orangeville. She can be reached at klemire@orangeville.ca or 519-941-0440 Ext. 2258. To learn more about tourism in Orangeville, visit www.orangevilletourism.ca. 

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