Tourism Niagara-on-the-Lake is projecting that it’ll make up to $2.2 million this year, with big spending planned for marketing campaigns to attract visitors to town.
During council’s last meeting, held March 25, staff with Tourism NOTL and the Chamber of Commerce presented an update on its operations and the 2025 budget.
Tourism NOTL’s revenue is going up 41 per cent this year, coming from 2024 carry-over revenue, outstanding receivables from the third and fourth quarters of 2024 and the projected income for this year.
Tourism NOTL receives half of the town’s municipal accommodation tax funding.
The other half remains with the town to be used as prescribed by the municipal accommodation tax committee, focusing on tourism-related infrastructure and support.
Lord Mayor Gary Zalepa said a report from the committee on the town’s use of the funds is expected in the next month.
During the budget portion of the presentation, finance chair Bo Wang-Frape said the municipal accommodation tax revenue alone is expected to reach $1.25 million in 2025 and will remain a co-funding source.
The organization plans to reinvest heavily in marketing, Wang-Frape said.
More than $400,000 has been allocated for marketing campaigns, including $100,000 for influencer partnerships and $60,000 for media trips. Additional funds will support promotions and collaborative events.
“We are committed to increasing our visibility and enhancing visitor engagement through targeted marketing and strategic partnerships,” Wang-Frape said.
The revenue increase comes with an overall new look for NOTL tourism, with the Chamber of Commerce separating from Tourism NOTL after council decided this in 2023.
The two organizations now have separate boards and budgets, despite operating out of the same office space.
Kathy Weiss, who assumed the role of interim executive director of the chamber last May, said the organization is working to build a “foundation for sustainable growth.”
“We now have clear leadership, a strong financial outlook, and a commitment to promoting Niagara-on-the-Lake as a world-class destination,” she said.
With the change in operation, council members had a few questions for Weiss.
Coun. Gary Burroughs asked about discretionary grants, particularly whether or not Tourism NOTL had a policy for 100 per cent or partial grants.
“We have not got there yet,” Weiss said.
Coun. Wendy Cheropita said grants for tourism activities are available through the Tourism Partnership of Niagara.
Weiss said the organization successfully received a $6,000 grant through the partnership and will “absolutely continue to do that.”
Coun. Andrew Niven, former chair of the Chamber of Commerce, congratulated Weiss and her team on the successful rebrand.
“This is a big moment,” Niven said.
“The evolution of this over the past 15, 20 years, going from a place that was very bad and scary at many points, to a point that we sit in front of this community. We should all give ourselves some credit.”
