Scugog’s new tourism blueprint aims to strengthen local business and visitor experience

DARRYL KNIGHT Local Journalism Initiative Reporter for The Standard

SCUGOG: Tourism growth and stronger coordination across sectors were front and centre, at Scugog council’s Monday, February 23rd meeting, where members endorsed a new four-year Visitor Growth Plan, aimed at building on the community’s rising visitation numbers and economic momentum.

The plan was presented through a staff report, authored by Lori Bowers, Director of Communications and Strategic Projects. Chuck Thibeault, Executive Director of Central Counties Tourism (RTO6), was also in attendance, to provide clarification and answer councillors’ questions.

Developed through four facilitated sessions, with a cross-sector steering committee, the plan builds on the Township’s previous Community Tourism Plan and reflects input from: tourism operators, arts and culture representatives, agricultural businesses, food and beverage providers, accommodations, entertainment stakeholders, municipal and regional staff, and two members of council.

Scugog township welcomed an estimated 573,000 daily visits, in 2024, with downtown Port Perry alone drawing more than 73,000 tourists. Tourism now accounts for approximately 25 percent of all downtown visits, reinforcing its role as a major economic driver for local businesses.

Mayor Wilma Wotten said, the updated strategy positions the municipality to build on that momentum.

“Tourism plays a vital role in our local economy,” Mayor Wotten said. “This plan gives us a clear, coordinated path forward, to strengthen our visitor experience, support our small businesses and ensure the benefits of tourism are felt throughout the community.”

The Visitor Growth Plan is organized around five strategic pillars: Embrace, Manage, Connect, Entice and Champion. Each pillar contains defined objectives, goals and action items, along with timelines and cost considerations.

The “Embrace” pillar focuses on strengthening awareness and support for tourism, among residents and businesses. Recommended actions involve: sharing visitation and economic impact data, hosting networking events, conducting visitor surveys, and encouraging residents to explore Scugog as tourists. It also highlights the importance of aligning business hours with peak visitation trends.

Under “Manage,” the plan calls for clear leadership and coordination. This includes: preparing a business case for a dedicated tourism position, creating a centralized communications hub, and reinstating a cross-sector Tourism Advisory Committee to align local and regional efforts.

The “Connect” pillar emphasizes linking visitors to experiences; across the entire municipality; through improved wayfinding, business familiarization tours; rural-to-downtown integration and visitor tools, such as interactive maps and QR codes.

“Entice” centres on marketing and storytelling, involving the development of annual marketing plans, refreshed website content, dedicated “Visit Scugog” communications channels, and the creation of themed tourism routes and itineraries.

Finally, “Champion” focuses on advocacy and policy support. This incorporates transportation considerations, downtown revitalization efforts, and policies which support small business growth and incentive programs.

Mr. Thibeault told council, the process included evaluating Scugog’s tourism readiness and identifying opportunities to strengthen collaboration.

“Scugog has strong tourism assets and a committed group of stakeholders,” he said. “The next step is ensuring alignment, clarity of roles and a shared commitment to advancing tourism as an economic driver.”

Many early-phase initiatives fall within low-cost categories. These can be implemented using existing resources. Longer-term investments, like the potential creation of a dedicated tourism role, will be considered through future budget discussions. Staff will also explore grant opportunities and partnership funding.

Council received the report for information, formally endorsed the Visitor Growth Plan, and directed staff to lead implementation, strengthen cross-sector partnerships and pursue funding opportunities.

Mayor Wotten said, collaboration will remain central as the plan moves from strategy to action.

“This is about working together to tell Scugog’s story and welcome visitors in a way which supports our economy while preserving what makes our community unique,” she said.