Ontario’s tourism sector is urging the provincial government to allocate additional funds for marketing efforts.
The Tourism Industry Association of Ontario is requesting an extra $15 million for Destination Ontario, which handles tourism promotion.
During a presentation to a provincial committee that is holding pre-budget consultations, President and Chief Executive Officer, Andrew Siegwart, emphasized that this funding could enhance initiatives aimed at drawing more visitors to the province.
“I would say that the industry is delivering strong domestic marketing, encouraging Ontarians to travel and the rest of Canada to come to Ontario,” says Siegwart.
“Where this boost in funding would really help is to allow more marketing in the United States and more marketing overseas, which would drive visitors who stay longer, spend more, and have a real interest in exploring all of the areas in Ontario, particularly small communities.”
Siegwart pointed out that Ontario is losing tourists to British Columbia, Alberta, and Quebec due to insufficient marketing investments.
A tourism advocacy group is also asking the province for assistance with the workforce shortage affecting the industry.
Siegwart estimates that this shortfall could reach 88,000 by 2030.
He suggests that directing more training funds toward tourism operators could help counteract the closure of college culinary and tourism programs caused by restrictions on international students.
“If we can leverage more of those skills development dollars to train folks in the workplace while the colleges are retooling, that would really be a way to keep us rolling,” says Siegwart.
The Association also advocates for establishing a tourism tax credit from the province to encourage further investment in areas such as restaurants, attractions, and hotels.
Randy Thoms is a veteran news broadcaster with over 40 years’ experience. He is based in Fort Frances and covers stories across northwestern Ontario. Contact Randy at thoms. randy@radioabl. ca.
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