The Culinary Tourism Alliance (CTA) will be leading a dynamic recovery program aimed at supporting local businesses along the food tourism value chain and encouraging hyperlocal travel within the province.
The program is complemented by a strategic, collaborative marketing campaign entitled “The Great Taste of Ontario,” that brings together over 90 DMOs from across Ontario working in partnership with sector organizations, provincial organizations, media, charities with a focus on food security and industry representatives under one common goal.
The effort has been made possible thanks to an investment from the Tourism Industry Association of Ontario (TIAO), with support from the Federal Economic Development Agency for Southern Ontario (FedDev Ontario).
Rebecca Mackenzie, President and CEO of the Culinary Tourism Alliance, observed: “Now more than ever, Ontarians are looking to reconnect—to people, places and our great tastes. This program helps inspire Ontarians with their travel plans while reinforcing the importance of supporting our farmers, food and beverage producers and the thousands of businesses that showcase their tastes. Explore the passports and download for your stay in Ontario and play plans.”
Christopher Bloore, President and CEO of the Tourism Industry Association of Ontario, noted that: “The Great Taste of Ontario is an exciting and dynamic campaign that means Ontarians will not only have the opportunity to discover new tastes and culinary delights, but will also play an integral role in helping to rebuild the tourism industry in Ontario and support our regions farmers and food and drink producers. I urge all Ontarians to take advantage of the passports and immerse themselves in what our incredible province has to offer.”
The Honourable Mélanie Joly, Minister of Economic Development and Official Languages and Minister responsible FedDev Ontario, noted that: “Our government is proud to support the Great Taste of Ontario, as it helps some of the most impacted sectors bounce back. This initiative will stimulate local tourism and encourage more residents to reconnect with their local restaurants, shops and tourism experiences, all while protecting jobs and creating new opportunities for the province. As per our plan for a strong economic recovery, we will continue to invest in our key industries, including tourism, which are essential to the vitality of our regions.”
The Great Taste of Ontario is centered around a collection of hyperlocal destination passports created by destination partners, that will inspire Ontario residents to discover—or rediscover—their province and explore local businesses in the region. Designed to boost regional economies by increasing tourism visits and promoting sustainable food and drink-focused travel in a pandemic-friendly way, the program supports over 1,000 small- to medium-sized enterprises across Ontario, with more businesses added each season.
Travellers are encouraged to download the passport for their region and check-in when visiting participating businesses. Check-ins can be redeemed for Ontario made prizes or donated as cash to partner charities—FoodShare or Second Harvest—with a focus on food security. A collection of Ontario-centric playlists featuring all-Ontario artists has also been curated to officially make this the year of the road trip.
Go to www.culinarytourismalliance.com for more.