The conversation around Niagara-on-the-Lake’s identity as “wine country” isn’t over.
A debate over how the Town of Niagara-on-the-Lake defines itself in its new tourism strategy has divided councillors, residents and even caught the attention of Toronto media.
At the heart of the controversy is the town’s decision to reword the phrase ‘wine country’ to ‘food and wine’ in its vision statement — a move some say broadens the town’s appeal beyond wine, while others argue it downplays a defining feature of NOTL.
Council approved the revised wording but its destination marketing organization, Tourism Niagara-on-the-Lake can still use it for marketing.
But disagreement persists over the statement and whether the town has explained the change clearly enough — especially following a May 30 statement that left a councilor questioning the town’s communication on the issue.
A new June 5 statement from Tourism NOTL states the town is firmly behind keeping the label alive, backing its use by both the tourism board and local businesses.
“It’s not damage control whatsoever,” said the tourism board’s executive director, Kathy Weiss, in an interview.
“There is a strong relationship between the town and Tourism Niagara-on-the-Lake,” she said. “We just wanted to clear up any misconceptions that there’s not support there.”
The statement states that through a collaborative approach, the tourism board and the town aim to grow tourism in a steady, long-term way.
“We are continuing to move forward as partners,” said Weiss.
In past years, Weiss said the relationship between the town and the tourism board faced challenges due to “a lack of confidence” from the town in the board’s ability to fulfill its role.
But that dynamic has since improved significantly and collaboration is now strong, “which is great,” Weiss said.
According to the statement, the tourism board plans to lead marketing efforts, while the town plans to focus on services and amenities that support both visitors and residents.
“It’s certain, from a marketing perspective: We are wine country,” said Weiss. “We are still going to be using wine country as a tagline.”
She added that — despite some public confusion suggesting otherwise — the town fully supports continuing to use the term in all of the tourism boards’ marketing initiatives.
“Unfortunately, it just kind of blew up and got, you know, misconstrued that we’re not going to be allowed to use that.”
Weiss said the statement comes as negative press about the issue circulates across the province.
“We just wanted to stop that in its tracks,” she said.
“Because it’s making it look like we’re not working together — and we are very much working together.”
Lord Mayor Gary Zalepa did not respond to a request for comment by press time. However, in the tourism board’s statement, he said, “Niagara-on-the-Lake’s recently approved tourism strategy marks a step forward in embracing the full variety of experiences our town offers.”
He continued and stated: “By working closely with Tourism NOTL, we aim to ensure that all tourism sectors, from our wineries, historic landmarks, vibrant small businesses, to culinary experiences and more, are all thoughtfully represented and supported. The term ‘wine country’ remains a valued part of our Niagara-on-the-Lake identity.”
