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Stay informed about what’s happening in Northern Ontario tourism
Destination Northern Ontario works in all five ministry-mandated pillars:
- Product Development
- Investment Attraction
- Workforce Development and Industry Training
- Marketing and Communications
- Partnership Initiatives
Destination Northern Ontario undertakes a holistic approach to economic tourism growth in Northern Ontario. 50% of the organization’s budget is allocated to non-marketing pillars to improve tourism products, develop the tourism workforce and increase capital investments.
Product Development
Destination Northern Ontario's main objective for product development in Northern Ontario over the next year is to enhance the visitor experience through well-designed tourism products that meet current and future customer demand.
SUCCESS STORIES
155
New market ready products in market for 2021-22.
$125,000+
Six product development partnerships in progress leveraging over $125,000 in external investment.
51
New tourism partners engaged in product development initiatives.
Investment Attraction
Destination Northern Ontario's main objective in Investment Attraction is to increase investment in the tourism industry to enhance the visitor experience.
Destination Northern Ontario will take a complementary role in Investment Attraction across the region to support the activities of the Federal Economic Development Agency for Northern Ontario, the Northern Ontario Heritage Fund Corporation, stakeholder provincial ministries such as the Ministry of Agriculture, Food and Rural Affairs and the Ministry of Northern Development, Mines, Natural Resources and Forestry.
SUCCESS STORIES
143
Outreach activities made to council and Economic Development Organizations
Fielding and directing potential investors to opportunities; nine completed to date.
Increased partnerships and collaboration with local and regional partners in the economic development space.
Workforce Development & Industry Training (WDIT)
The primary objective to guide Workforce Development & Industry Training in Northern Ontario over the next year is to facilitate and support the attraction, development, and retention of a tourism workforce to enhance the customer experience.
Tourism Excellence North is Destination Northern Ontario’s industry training program for Northern Ontario and addresses three critical shifts:
- Defend and Maintain Shift
- Inspire and Grow Shift
- Rise and Shine Shift
SUCCESS STORIES
78%
78% of operators said the tools assisted with business and customer service improvements.
133 businesses
Fast Track to Success has helped 133 businesses to date, providing practical and useful advice and recommendations.
100%
100% of those surveyed indicated they would be interested in participating in other TEN training.
Marketing
Destination Northern Ontario's main goal in its marketing activities is to increase awareness of Northern Ontario as a travel destination and increase conversion in target markets.
In the pursuit of elevating tourism receipts in Northern Ontario, Destination Northern Ontario is set to adapt it's strategies in response to new travel insights and trends emerging in Ontario.
SUCCESS STORIES
4.2 Million
4.2 million visits to partner sites
4 Million
4 million annual visits to Northern Ontario Travel
$200+
200+ new content pieces published annually
Communications
The main objective to guide communications in Northern Ontario over the next five years is: To increase engagement within the tourism sector, increase awareness of Destination Northern Ontario initiatives and promote the positive impacts of tourism.
SUCCESS STORIES
18,000+
Over 18,000 social media followers.
27%
An average newsletter open rate of 27% (the industry standard is 15%).
Partnership Initiatives
Destination Northern Ontario's main objective in partnership is to become a catalyst in building strategic alignment and promoting collaboration within the industry.
Partnership initiatives are identified, framed, and managed by the Senior Coordinators within their pillar areas, Product Development, Investment Attraction, Workforce Development and Industry Training, and Marketing.
Initiatives are selected based on potential outcomes and alignment with priorities set out in DNO’s strategic and annualized business plans reflecting all pillar areas. Destination Northern Ontario's Board of Directors has set a goal of 50% of initiatives being in non-marketing pillars.
SUCCESS STORIES
500%
An average of 70 tourism businesses and organizations have partnered with us annually to leverage our partnership fund by nearly 500% (including in kind)