A tourism and marketing plan presented to Orangeville Council Monday night says the town’s tourism sector is on the right track, but still has some distance to travel.

The firm Mitchell Westlake was retained in November to complete the tourism plan and council also appointed a project steering committee.

“Given the significant economic benefits and opportunities it provides, there is a valid business case for supporting tourism in Orangeville,” town economic development manager Nancy Huether wrote in a report to council, “and indeed the Town of Orangeville is already actively involved in doing so.”

In her report, she listed the “main demand generators” for tourism and included Theatre Orangeville, the Credit Valley Explorer tour train, the Art Walk of Tree Sculptures and “shopping, (as well as) dining and festivals/events that can all be experienced within the context of a historic downtown.”

While such attractions are in place, Ms. Huether stressed the need for more concerted tourism strategy.

“Orangeville is in its infancy in terms of tourism development and none of the demand generators, with the exception of the tour train, can be considered ‘icon’ attractions, and therefore have limited ability to act as trip motivators.”

While this statement may indicate Orangeville is behind the times, the Westlake report also suggests the town could be in an enviable tourism position in the future, due to what it has to offer.

“Over the next 15 years, the proportion of Ontarians travelling within the province is expected to decline slightly,” says the report. “The proportion of Ontarians participating in cultural and entertainment activities is expected to increase, while the proportion participating in family oriented activities is likely to decline.”

The report goes on to say that, by 2025, the industry will clearly be appealing to an older population that will seek travel experiences that are less strenuous and less familyoriented, while being more readily accessible and emphasizing cultural and entertainment activities.

“Although a decline in domestic travel within the province is not encouraging, Orangeville’s tourism product is a good fit with the types of travel experiences that the market will be seeking.”

Report recommendations include investing in professional development and training, such as creating workshops that will assist local businesses in developing a better understanding of tourism success. A need is also seen for formal Orangeville tourism group that would meet regularly to discuss execution of the tourism plan, upcoming events, tourism opportunities, funding opportunities and collaborative possibilities, and to share important tourism industry developments.

While the Westlake report encourages the town to continue to work alongside the Hills of Headwaters Tourism Area (HHTA), as it has in the past, to promote the tourism sector, it also says the town should consider marketing itself as a the hub of the HHTA and the starting point for tourists to visit other towns and villages in the area.

A method of accomplishing this would be an increase in dedicated Orangeville collateral pieces such as maps and event calendars, some limited external marketing, a singular and enhanced website presence, and tourism-oriented media releases.

In all of these areas, initiatives would be executed on a cooperative basis with the town and the Business Improvement Area (BIA) working together and engaging the services of the HHTA to assist as appropriate.