Town of Collingwood Tourism Master Plan

We welcome your participation in the development of The Town of Collingwood's Tourism Master Plan.

Collingwood has a long history as a tourist destination as it boasts a beautiful natural environment, highlighted by its waterfront on Georgian Bay - a destination for tourists and seasonal residents across Ontario.

Tourism is important for the local economy. That is why the Town of Collingwood has engaged Bannikin to facilitate the development of an evidence-based and actionable Tourism Master Plan. The Town of Collingwood’s Tourism Master Plan will provide recommendations about how the Town can best support the Tourism Industry to ensure that Collingwood is developed in a sustainable manner, enhancing the experience of both visitors and residents, creating jobs and increasing local revenue.

This project will focus on the Town of Collingwood, while taking the regional, provincial and national context into consideration, including alignment with other relevant initiatives and work.

The Town of Collingwood’s Tourism Master Plan will identify the roles and responsibilities of the municipality and its partners for local tourism delivery that supports a vision that aligns with the goals and objectives all the organizations and businesses that contribute to the tourism sector.

Consultation will take place with local businesses, residents, municipal staff, and representatives of partner organizations through different consultation activities, including an industry and resident survey, key informant interviews, industry table talks, and community focus groups. These insights will help to co-create a vision for tourism in the Town of Collingwood that resonates with the community and will include strategies and related actions that are achievable by the Town of Collingwood within a 3-5 year timeframe. The Town of Collingwood's Tourism Master Plan will also align with the objectives outlined in the Town’s Economic Development Action Plan and support the Town's Community Strategic Plan, contributing to the continued growth of the local economy.

This project began in mid-February 2024 and is set to conclude by mid-September 2024. There are six (6) phases in the project: Project Initiation, Management, and Communications; Research and Consultation Planning; Secondary Research; Stakeholder and Community Consultation; Strategy Development and Draft Presentation; and Strategy Development and Final Presentation.

Our Goal

By October 2024, the Town of Collingwood will have an evidence-based and actionable tourism master plan to guide its work over the next 3-5 years.

Our Objectives

- To gather insights, input, and feedback from stakeholders in the destination

- To co-create a vision for tourism in the Town of Collingwood that resonates with its stakeholders

- To clarify and confirm the Town of Collingwood's destination management role and responsibilities

- To develop strategies and related actions that are achievable by the Town of Collingwood within a 3-5 year timeframe

- To consider alignments between the tourism master plan and other relevant work

How can I get involved?

This project will include consultation with local businesses, residents, municipal staff, and representatives of partner organizations through different consultation activities, including an industry and resident survey, key informant interviews, industry table talks, and community focus groups.

Approval by Council

On December 2nd, the Collingwood Tourism Master Plan was recommended per Staff Report 2024-32 and endorsed by Council.

Documents to view