Who We Are

Who We Are

Who We Are »

We work together with tourism businesses, professionals and destinations at a local, regional and global level to build a strong tourism industry in the North.

Originally named Tourism Northern Ontario, Destination Northern Ontario is an organization formed at the direction of the northern Ontario tourism industry and funded by the Ministry of Tourism, Culture and Sport. There was a clear message from tourism businesses in the North that a pan-northern organization was needed to lead economic growth in tourism for the region.

Motorcycle Touring

Destination Northern Ontario is one of 13 regional tourism organizations and operates in the area north of the French River, west of the Ottawa River to the Manitoba border, and north to the salt water coast.


Our pan-Northern structure allows for the development of innovative and nationally-significant tourism programming that is tailored to and implemented at the local destination level. 100% of Destination Northern Ontario expenditures support tourism growth in Northern Ontario. 75% of expenditures support local organizations, businesses and partnerships, growing capacity in Northern Ontario. Just 10% of our core budget is dedicated to administration costs.


Destination Northern Ontario directly supports tourism businesses and communities to build better quality experiences that resonate with consumers to grow the industry by increasing visitation and yield. Destination Northern Ontario is aligned with the priorities of the Ministry of Heritage, Sport, Tourism and Culture Industries and works collaboratively with Destination Ontario.

Through partnership, Destination Northern Ontario is able to efficiently execute innovative and multi-faceted tourism programs which support growth in the industry and leverage resources.

In order to ensure the industry's best interests are represented at a decision making level, over 50% of Destination Northern Ontario’s Board of Directors is comprised of representatives from private sector businesses.



" Having been fortunate enough to spend the last 35 years making a career out of fishing from one coast to the other, I must tell you…. there’s no place like home. Ontario, in particular Northern Ontario, has the best fishing and fishing culture in this country. The reason is simple, “fishing” is in our DNA. From North Bay to Kenora the currency is “fish”. Whether it’s a waitress in Wawa or the Mayor of Nestor Fall’s they all rely on this world-class fishery that supports their family, friends and communities.  

Thankfully due to the tremendous efforts of Tourism Northern Ontario, its Angling Product Team, [sub-regional partners] and various other sub groups, Ontario’s fishing future is in good hands and this unique fishing culture has become the talk of the town…world wide. Keep up the great job! "



— Ang Viola    |    Fish’n Canada -Host

Regional Tourism Organization #13


Our Vision »

Northern Ontario will be a unique and distinctive tourism destination wherein high-quality products and experiences resonate with consumers, entrepreneurship is valued, and tourism provides  local, regional, and global connections for the entire region. 

Our Mission »

Destination Northern Ontario will take a leadership role to strategically guide and champion growth in Northern Ontario’s tourism industry through strong communication, collaboration and partnerships with industry.

Our Values »

Destination Northern Ontario’s Board is committed to focusing on the vision in an “innovative, results-based, effective and fiscally responsible manner, with a foundation of strong governance and management leadership.” Destination Northern Ontario’s Board also recognizes the following values as important aspects of the strategic plan:

  • Accountability
  • Transparency
  • Leadership
  • Innovation
  • Collaboration
  • Teamwork
  • Integrity

Our Team »  Empowered by a prosperous Northern Ontario.

Want to learn more? 

Media Relations

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Annual Report

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Get in touch! » Feel free to contact us via phone, email, or using the form below.

Destination Northern Ontario   111 Elgin Street, Suite 304, Sault Ste. Marie Ontario P6A 6L6




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