Northumberland Tourism


Your Resource

Open to view our Tourism Services Welcome to Northumberland Tourism's industry and partner web site.  This is your valuable source for information on tourism marketing, research, funding resources, product development and partnership opportunities. For a quick glance of our tourism services, initiatives as well as consumer trends, view our Tourism Services publication e-book or view the printable version.

Our goal is to attract new visitors and increase tourism spending  by working with our industry partners on tourism development and marketing initiatives.  
Be sure that your tourism business is listed on our online business directory to take advantage of the many benefits being featured on our Northumberland  Tourism visitor website


A. Destination Development & Industry Services

In 2009 the Northumberland completed its Premier-ranked Tourist Destination project which resulted in identifying strategies for sustainable tourism growth, increased visitation and tourism revenues. Through input and collaboration of the tourism community, a 3-year action plan was developed.

 To support the tourism industry and grow tourism, our destination development services include product development; workforce development, gaps in the quality of the tourist experience; and developing strategies to leverage and sustain long term development and increase the economic impact of underdeveloped or underperforming tourism assets.

B. Marketing & Research

Work with industry to market Northumberland's unique tourism offerings and experiences to high-potential markets (over 7.3 million potential tourists within a three hour drive) to increase visitation, overnight stays and spending year round.  This is achieved through developing a marketing strategy and  plan which incorporates consumer insight research.

Our main target audience represents the current highest potential market: the adult adventurer, the fun families and the retired roamers, within the geographic area of the Golden Horseshoe/GTA, southern Ontario, eastern Canada, bordering US. 

Our  objective is to position Northumberland County as a year round tourism destination, within close proximity to the visitor's origin, and offer a diversity of experiences ranging from outdoor recreation,  heritage & culture (festivals, arts & entertainment), shopping to spa & wellness. 

Visiting friends and relatives market (VFR) is also a very significant audience for Northumberland and therefore awareness and ambassador campaigns targeting residents are developed to increase visitation. Also, through web-based marketing, audiences worldwide can be engaged and become aware of Northumberland as a destination only one hour east of Toronto.

Research helps develop successful marketing strategies. Collecting and reviewing relevant, timely research assists the department in making informed decisions on marketing and communication tactics.  Review of travel motivator studies, provincial market segments, campaign metrics, tracking of inquires and web analytics all support the implementation of effective marketing which maximizes ROI.

C.  Consumer Services

The department has an in-house call centre which responds to consumer/travel trade inquiries and requests which can include fulfilment packages, referral, itinerary building, site visits for travel trade, etc...  Our goal is to convert a potential visitor's intent to visit into an actual visit.  Call centre staff engage customers to fully experience Northumberland and spend more.