Tourism task force calls on Ontario to incentivize local travel with points card, ads
Ontario can jumpstart its flagging tourism sector by incentivizing travel with discount cards and ad campaigns, a government task force recommended Wednesday.
The Tourism Economic Recovery Ministerial Task Force, set up after the release of this year's budget as the government turned its attention to post-pandemic recovery, has delivered a report with 10 key recommendations aimed at rebuilding the sector.
"The Ontario tourism industry has the ability to rebuild itself while encouraging people to create new, fun, adventurous memories with local experiences safely and confidently. In so doing, this will kickstart Ontario's tourism economy," said Tim Hudak, chair of the task force and former Progressive Conservative leader.
The task force urged the government to create a travel points or discount card that would encourage Ontarians to explore the province.
"The points card should have a digital component and be connected to a mobile app for consumer ease," the report reads, pointing to Prince Edward Island and London, U.K., as examples of jurisdictions with such systems already in place.
The 2020 budget included $150 million to "explore ways" to provide support of "up to 20 per cent for eligible Ontario tourism expenses."
The 2020 and 2021 budgets also included a $100-million "Ontario Tourism Recovery Program" and $100 million in one-time payments for tourism businesses through a grant program.
The task force also recommended branding 2021 as the "Year of the Staycation" to encourage people to travel within the province rather than going elsewhere once it's permitted.
It suggested a marketing campaign centred around new "Yours to Discover" days, which it said would get Ontarians excited to "make up for lost vacations during the pandemic."
There would be advertising pushes to get people out and exploring Ontario on those specific days, the task force said.
"Emphasize that by participating in tourism you are supporting your neighbours, friends, etc.," the report reads.
The group said the province should also prioritize safety in its messaging, with reassurances from government officials, prominent medical figures and local influencers.
"The Ontario government and public health officials emphasize a 'safe to travel' message with the same urgency, energy and effort that was used to tell Ontarians to 'stay home' throughout the pandemic," the report said.
The task force also made recommendations for supporting the tourism sector directly, suggesting the province reduce regulations that could hinder the industry.
For instance, the province should consider "extending licensed areas and allowing alcohol on beachfronts and pool decks, allowing people the ability to relax and fully experience the activity," the report reads.
Tourism Minister Lisa MacLeod said she's taking the recommendations under advisement.
"As we look to the future, the recommendations and proposals presented in this report will play a vital role in helping our government develop a clear path forward to ensure the long-term recovery of Ontario's tourism industry," she said in a statement.
This report by The Canadian Press was first published June 23, 2021.
CTVNews.ca Top Stories
How quietly promised law changes in the 2024 federal budget could impact your day-to-day life
The 2024 federal budget released last week includes numerous big spending promises that have garnered headlines. But, tucked into the 416-page document are also series of smaller items, such as promising to amend the law regarding infant formula and to force banks to label government rebates, that you may have missed.
Which foods have the most plastics? You may be surprised
'How much plastic will you have for dinner, sir? And you, ma'am?' While that may seem like a line from a satirical skit on Saturday Night Live, research is showing it's much too close to reality.
opinion I've been a criminal attorney for decades. Here's what I think about the case against Trump
Joey Jackson, a criminal defence attorney and a legal analyst for CNN, outlines what he thinks about the criminal case against Donald Trump in the 'hush money trial.'
$3.8M home in B.C.'s Okanagan has steel shell for extra wildfire protection
A home in B.C.'s Okanagan that features a weathering steel shell designed to provide some protection against wildfires has been listed for sale at $3.8 million.
Diver pinned under water by an alligator figured he had choice. Lose his arm or lose his life
An alligator attacked a diver on April 15 as he surfaced from his dive, nearly out of air. His tank emptied with the gator's jaws crushing the arm he put up in defence.
Psychologist becomes first person in Peru to die by euthanasia after fighting in court for years
A Peruvian psychologist who suffered from an incurable disease that weakened her muscles and had her confined to her bed for several years, died by euthanasia, her lawyer said Monday, becoming the first person in the country to obtain the right to die with medical assistance.
Mystery surrounds giant custom Canucks jerseys worn by Lions Gate Bridge statues
The giant stone statues guarding the Lions Gate Bridge have been dressed in custom Vancouver Canucks jerseys as the NHL playoffs get underway.
Celebrity designer sentenced to 18 months in prison for smuggling crocodile handbags
A leading fashion designer whose accessories were used by celebrities from Britney Spears to the cast of the 'Sex and the City' TV series was sentenced Monday to 18 months in prison after pleading guilty in Miami federal court on charges of smuggling crocodile handbags from her native Colombia.
Wildfire leads to evacuation order issued for northeast Alberta community
An evacuation order was issued on Monday afternoon for homes in the area of Cold Lake First Nation.