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Shaping the Future of Northern Ontario Tourism

by sara | January 23, 2025

Destination Northern Ontario (DNO) is taking proactive steps to shape the future of tourism in the region through two significant initiatives: the Northern Ontario Priority Product and Travel Trend Research Project and the Destination Master Plan.

Northern Ontario Priority Product and Travel Trend Research Project

DNO has engaged Skift Advisory to conduct comprehensive market research and analysis to guide strategic decision-making for the region's tourism industry. This research will be available to the industry upon completion of the project.

This research will:

  • Analyze new travel segments and trends specific to Northern Ontario
  • Identify priority products and experiences with high growth potential
  • Develop detailed profiles of key market segments
  • Pinpoint the most promising domestic and international markets
  • Research travel intentions and attitudes
  • Explore opportunities to increase shoulder season tourism

The research methodology includes:

  • Analysis of existing data and Skift's world-class trends research
  • Digital and social media listening to identify key influencers and trends
  • An ethnographic exploration of the visitor experience in Northern Ontario
  • Quantitative surveys of travel consumers in key markets
  • Qualitative interviews with travel trade professionals and industry experts
  • A comprehensive market sizing exercise

This data-driven approach will provide DNO with insights to optimize marketing efforts, product development, and workforce training strategies over the next five years and beyond. 

Destination Master Plan

Simultaneously, DNO has partnered with MMGY NextFactor to develop a Destination Master Plan that will guide the sustainable growth of Northern Ontario's visitor economy.

This initiative focuses on:

  • Balancing tourism growth with community needs and environmental stewardship
  • Enhancing the quality of life for residents while improving visitor experiences
  • Identifying opportunities for responsible tourism development

The master planning process includes:

  • A thorough destination assessment, including analysis of the recent DestinationNEXT survey results
  • Extensive stakeholder engagement through interviews, focus groups, and a resident survey
  • A visioning workshop to build consensus on the future of Northern Ontario's tourism industry
  • Development of strategic goals and initiatives
  • Creation of an implementation guide for the next three years

Collaborative Approach

By undertaking these two projects concurrently, DNO is demonstrating its commitment to evidence-based decision-making and collaborative planning. The insights gained from the market research will inform the strategic direction outlined in the Destination Master Plan, ensuring that Northern Ontario's tourism development is both market-driven and community-focused. DNO understands that multiple asks are being made to the industry in these consultation processes and encourages stakeholders with any questions to reach out to us via email or phone.

Stakeholders across the region are encouraged to participate in the engagement opportunities provided by both projects. Your input is crucial in shaping a sustainable and prosperous future for Northern Ontario's tourism industry.