Wine Tourism

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Wine Tourism
Niagara Peninsula, Ontario, Canada
Dr Terry Stevens12 June 2006
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Map of Area
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Context

• Traditional holiday region - honeymoon capital
• Iconic attraction Niagara Falls
• Quaint towns boutique shopping
• Agri-tourism based on flowers, fruit and grapes
• Gardens
• Historical museums and forts
• Golf courses
• Casinos
• Community events

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Thorough research leads the way

• Federal government 2001 TAMS research
• Wine and culinary identified as key drivers for
  tourism
• Market sectors affluent Canadian and US also
  seeking
• Experiences based on exploration, personal
  indulgence, romance and relaxation
• Culture and entertainment (concerts, casinos,
  gardens)
• Outdoor activities
• Fit with existing brand values of Niagara
  Peninsula

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Partnership leads to Successful Strategy

• Provincial government with Wine Council of
  Ontario
• Ontario Wine and Culinary Tourism Strategy and
  Action Plan, 2001
• Annual events
• Enhanced Wine Route
• Packages, itineraries
• Communities as hubs
• Wine and culinary learning packages
• Quality standards
• Training
• More accommodation in character properties

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Lead Organisation delivering the Wine Strategy in
Niagara Region

• Wine Council of Ontario representing 70 of
  wine producers in Ontario
• Winery tourism integral to Wine Council Strategy,
  Poised for Greatness, 2002
• Pursuing premium quality
• Targeting varieties in which Ontario excels
• Investing in quality brands
• Nurturing winery tourism
• Making Ontario wines more broadly available
• Forging industry partnerships

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Partnership Initiatives

• Marketing campaign for the Wines of Ontario
  brand
• Wine and Culinary Stakeholder retreat led to
  moving wine and culinary tourism strategic
  objectives forward
• Knowledge sharing seminars
• WCO led Wines of Ontario Holiday Gifts
• Best practice industry manual