Brock sets sights on tourism growth with new strategy

DARRYL KNIGHT Local Journalism Initiative Reporter for The Standard

BROCK: A new three-year strategy is set to boost tourism and highlight the Township of Brock as a vibrant destination. The 2026 to 2029 Visitor Growth Plan, presented to Council, by, Communications and Tourism Coordinator Tamra Kaiser, provides a roadmap for increasing visitation, supporting local businesses, and enhancing residents’ quality of life. It was moved by Councillor Hodgson, seconded by Regional Councillor Pettingill, and unanimously approved at the Monday, January 12th meeting. Council also committed to regular collaboration with the Brock Board of Trade, to advance the plan’s objectives.

“The Visitor Growth Plan reflects a community-driven approach to growing Brock’s tourism economy,” said Ms. Kaiser. “By working together with local businesses, community partners, and our residents, we can create unique visitor experiences, while enhancing quality of life for everyone in Brock.”

Developed over four months, with guidance from Central Counties Tourism and a Tourism Working Group, the plan draws on input from businesses, municipal staff, and community partners. Its goals focus on building support for tourism; fostering collaboration among Brock’s three main towns, Beaverton, Sunderland, and Cannington; educating residents and businesses about the importance of visitors; preparing the Township to welcome guests; and promoting Brock’s attractions and experiences to a wider audience.

According to 2024 data, Brock’s downtown areas collectively attracted more than 81,000 unique visitors, generating nearly $65 million in economic impact for the region. Beaverton recorded the highest number of daily visits, at 382,000, followed by Sunderland with 269,000 and Cannington with 78,000.

Mayor Mike Jubb said, the plan represents a significant step forward for the Township. “This is more than a tourism plan. It’s a roadmap for sustainable economic development. We’re not going to let it sit in a drawer for the next four years. By focusing on collaboration, education, and promotion, we can build pride in the great places, here in Brock, while creating memorable experiences for both visitors and residents.”

The Visitor Growth Plan will be published on the Township’s website, shared with local tourism partners, and highlighted, at the annual Brock Tourism Networking event, in February. “With this plan, Brock is positioning itself as a year-round destination,” said Ms. Kaiser. “We’re committed to working with businesses, community partners, and residents, to ensure its success over the next three years."