Tourism Northern Ontario Announces New Northern Marketing Strategy


After an engaging three days at the Northern Ontario Tourism Summit, the Regional Tourism Organization 13, also known as Tourism Northern Ontario (TNO), announced the development of a bold new pan-Northern plan aimed at increasing the number of tourists who visit the region.

Tourism Northern Ontario is the province’s largest regional tourism organization – and is funded by the Ontario Ministry of Tourism, Culture and Sport. At its Annual General Meeting on Thursday, November 17, TNO announced their intention to make Northern Ontario a national leader in tourism promotion.

David Maclachlan, Executive Director Tourism Northern Ontario

“Many people are surprised to learn that Northern Ontario sees about $2-billion in visitor spend each year,” says Tourism Northern Ontario Executive Director David MacLachlan, “That puts us ahead of any province on the East Coast – including Newfoundland, Saskatchewan and the three northern Territories. But, we know we can do even better.”

Tourism Northern Ontario is moving forward with the province’s Tourism Action Plan and the strategic direction for marketing tourism in Northern Ontario plan over the next three years. After an extensive review of previous marketing strategies, the Board of Directors are steering marketing efforts to ensure Northern Ontario is a clearer choice for visitors as a destination.

Marketing and promotion of the region will now be spearheaded by Tourism Northern Ontario, while leveraging industry partnerships, to tell the northern story to tourists across the country and internationally. TNO will work closely with local tourism groups to ensure visitors are getting an incredible visitor experience.

“For example, many people have seen the success of the Newfoundland and Labrador tourism campaign – and what worked there was promoting that region more broadly using powerful images and a simple narrative,” says MacLachlan, “We believe that is much more effective approach for Northern Ontario rather than having local areas competing with each other. This is a competitive sector and we need to start working together more closely.”

TNO along with the Ontario Tourism Marketing Partnership is currently developing a strategy aimed at promoting the six priority product and experience areas: fishing, culture & heritage, touring, nature & adventure, getaway & urban communities and hunting. The group expects to announce more details early in the New Year. 304-111 Elgin Street Sault Ste. Marie, Ontario P6A 6L6 (705) 575-9779 telephone | (705) 575-9780 fax [email protected]

Working Together To Build A Stronger Tourism Industry 

Tourism Northern Ontario is one of 13 not-for-profit regional tourism organizations funded by the Ontario Ministry of Tourism, Culture and Sport. We are the largest tourism region in geography, the second largest in expenditure and the only region that includes sub-regions. 

Tourism Northern Ontario coordinates, aligns and invests in sub-regional programs and leads in identified pan-northern management functions; co-ordination of marketing, product development, workforce and industry training, and investment attraction with the ultimate goal to significantly increase tourism revenues in Northern Ontario. Increased visitation and yield are achieved by delivering programs designed to enhance existing tourism products and developing new tourism opportunities for the North. 

For more information on Tourism Northern Ontario, please visit


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