Peterborough County Advances Tourism Efforts Aligned with Provincial and National Priorities

As Canada marks National Tourism Week from April 20 to 24, Peterborough County Economic Development and Tourism is advancing a coordinated approach to tourism to strengthen The Kawarthas as a unified and competitive destination.

photo courtesy of peterborough county.

On April 21, the County will host Kollab in The Kawarthas at Elmhirst’s Resort, bringing together tourism operators, accommodation providers and industry partners to connect, collaborate and explore new opportunities to grow the visitor economy.

The event reflects a broader evolution in how the County is supporting tourism through more aligned, research-informed and business-focused initiatives that respond directly to the needs identified by industry.

“This work is about giving our tourism operators a clearer path forward. By aligning our efforts and focusing on what today’s visitors are looking for, we’re helping businesses collaborate, compete and grow while strengthening The Kawarthas as a destination," says Warden Bonnie Clark.

Turning Insight into Action: Three Initiatives Driving Change

This work is being delivered through three coordinated initiatives, each designed to strengthen how Peterborough County attracts visitors, supports businesses and drives economic impact across the region.

Moving Visitor Services to the Visitor

Peterborough County is rethinking how visitor services are delivered.

The traditional model, relying on visitors to seek out a single location, is being replaced with a mobile and digital approach that brings the destination directly to them.

Tourism staff will be active in communities, at events and across the region, connecting visitors to local experiences in real time while driving traffic to businesses.

This approach reflects evolving visitor expectations and aligns with the future direction of visitor services across Ontario.

Introducing the Travel Persona Framework

Grounded in national research and informed by feedback from Tourism Talks sessions in 2025, the Travel Persona Framework provides a clear and practical way to understand today’s traveller.

“We heard our industry clearly, and we’ve responded with action,” said Warden Clark. “This is a more focused, collaborative approach, built to deliver real results for our businesses and our communities.”

By translating complex segmentation data into a simplified, easy-to-use tool, the framework helps businesses better understand their customers, strengthen their marketing and develop experiences that resonate.

Because tourism success today isn’t about reaching everyone, it’s about attracting the right visitor and giving them a reason to stay longer, connect more deeply and return.

Launching the Anchor Property Program

The County is also introducing the Anchor Property Program, recognizing accommodation providers as key influencers in the visitor journey.

“Our accommodation providers are more than places to stay, they are the front door to The Kawarthas experience,” said Warden Clark. “They have a unique opportunity to shape how visitors explore our region, and through this work, we’re supporting their ability to connect guests to local experiences and drive longer, more meaningful stays.”

The program strengthens the connection between accommodators and the broader destination, helping increase length of stay, repeat visitation and overall economic impact across the region.

These initiatives are designed to provide businesses with practical tools they can apply immediately, supporting both day-to-day operations and longer-term growth.

By connecting research, marketing and engagement, Peterborough County is building a more cohesive tourism ecosystem, one that supports small businesses while strengthening The Kawarthas as a destination.

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TELUS Cup Takes Over Peterborough Memorial Centre This Week

The TELUS Cup hits the Peterborough Memorial Centre this week with seven days of high-action hockey featuring some of Canada’s best up-and-coming U18 players to town.

Photo by David Tuan Bui.

The tournament runs from Monday to Sunday, with three games daily during the preliminary rounds at 11 a.m., 3 p.m. and 7 p.m. Monday to Friday. Semi-final games take place at 2 p.m. and 6 p.m. Saturday, with the bronze and gold medal games taking place at 2 p.m. and 6 p.m. Sunday.

“Peterborough is proud to welcome athletes, coaches, families and fans from across Canada for the TELUS Cup,” said Mayor Jeff Leal. “This is a chance to see some of the best young hockey talent in the country right here at home, experience the excitement of a national championship, and cheer on our own Junior Petes. I encourage residents and visitors to get their tickets now and be part of the action at the Memorial Centre.” 

“Bringing a national championship like the TELUS Cup to the Peterborough Memorial Centre is a massive win for our community,” said Dave Smith, Peterborough-Kawartha MPP. “This tournament puts a national spotlight on Peterborough, drawing families and fans from across Canada to our local hotels, restaurants, and shops. It’s a wonderful opportunity to showcase our world-class hospitality and deep-rooted hockey heritage and I can’t wait to see the energy in the arena as we cheer on our very own Junior Petes on the national stage.”  

“Ontario is proud to support the TELUS Cup through our Sport Hosting Program,” said Neil Lumsden, Minister of Sport. "For over 50 years, this championship has been a crucial launchpad for Canada's best young hockey talent — and we're thrilled to help bring that tradition to Peterborough. Events like this showcase emerging stars, drive local economic activity, and demonstrate that when it comes to sport hosting, Ontario has a deep roster of communities ready to deliver world-class events.” 

An official opening ceremony takes place on Monday at 7 p.m. Official greetings will be provided by Deputy Chief Jeffrey Jacobs from Curve Lake First Nation. Florence Osawamick, an Indigenous singer, will sing the national anthem in Anishinaabemowin.  

The tournament evenings belong to the Peterborough Jr. Petes U18 AAA team, who play each night at 7 p.m. during the preliminary round.  The Petes are making their national championship debut.

During the day, hockey fans watch some of the best players from across the nation as the following teams take to the ice:  

• Halifax Macs  

• Chevaliers de Lévis 

• Regina Pat Canadians  

• Okanagan Rockets  

• Waterloo Wolves 

One player to watch during the tournament is Regina Pat Canadians forward Maddox Schultz. Widely considered one of the brightest young stars in Canadian hockey, Schultz was selected first overall in the 2025 WHL Prospects Draft by the Regina Pats, has represented Canada internationally at the U17 level, and was the 2025 TELUS Cup Tournament Most Valuable Player. 

The full TELUS Cup schedule is available online.

Peterborough won the bid to host the TELUS Cup in April last year.

The successful bid was led by Peterborough Tourism, the City’s destination marketing program, with the support and partnership of the community including the Ontario Hockey Federation, Peterborough Minor Hockey Council, local tourism business operators and organizations and the Peterborough Petes.

The City expects the event to generate more than 1,200 total room nights and over $1 million in economic impact, boosting hotels, restaurants, shops and local attractions during the tournament week.

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Ontario Government Relaxing Alcohol Restrictions in Provincial Parks

Effective immediately, the Ontario government is easing alcohol restrictions and is allowing adults to consume them throughout provincial parks, announced at Bronte Creek Provincial Park in Oakville on Wednesday morning.

Todd McCarthy, Minister of the Environment, Conservation and Parks making his announcement at Bronte Creek Provincial Park of the relaxed restrictions of alcohol consumption in provincial parks. Screenshot.

According to Todd McCarthy, Minister of the Environment, Conservation and Parks, this move is part of the government’s plan to protect Ontario by building a more competitive, resilient and self-reliant economy while supporting a stronger tourism industry that creates jobs and drives economic growth across the province.

“Ontario Parks are some of the province’s most sought-after destinations for day trips and overnight camping, offering people a chance to connect and spend quality time together,” he said. “As families and friends gather for picnics or unwind after a long day on the trails, updated rules around where alcohol can be consumed are intended to improve the overall park experience and support local tourism, while continuing to prioritize safety. Ontario Parks are a key part of what makes our province a travel destination and we are supporting experiences that attract more visitors, strengthen communities and grow the economy.”

@ptbo_canada The Ontario government is loosening alcohol restrictions and adults can consume alcoholic beverages throughout provincial parks, effective immediately. ##ptbocanada##journalism##fyp##news##tourism ♬ original sound - PTBOCanada

The relaxed restrictions allow adults aged 19 and older to enjoy alcohol responsibly in most areas of provincial parks that are open and staffed for the 2026 season, such as picnic areas, beaches and other day-use areas. Park users will not receive tickets or fines for responsibly consuming alcohol in permitted areas outside of individual campsites. Existing rules still apply for unsafe or unlawful behaviour, including public intoxication, underage possession or consumption, and having open or improperly stored alcohol in a motor vehicle or boat.

Parks will post signage to identify areas that will remain alcohol-free such as sites of cultural or historical significance, buildings where food and drink are already restricted and areas that may pose significant safety risks.

Park staff continue to enforce rules including:

• consuming alcohol only where it is allowed

• respecting other park users

• disposing of containers properly

• never driving or boating while impaired

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Peterborough Tourism Strategy Community Feedback Survey Now Open

Community members are invited to provide feedback on the draft direction of the Peterborough Tourism Strategy through a Community Feedback Loop Survey.

File photo.

The survey is open until March 22 at 11:59 p.m. It is an opportunity to review and provide feedback on the draft vision, goals, and strategic priorities developed based on the input received so far.

To date, the Peterborough community has been engaged through a survey, key informant interviews, in-person community cafés, and virtual focus groups according to the City. Insight and input gathered through these methods have served to inform the strategic direction for tourism, which will be presented to City Council for approval in spring 2026.

Work on developing the Peterborough Tourism Strategy began in the summer last year, with community engagement activities taking place over the fall months. The City has engaged Bannikin, an Ontario-based tourism consultancy with strong experience in facilitating the development of tourism strategies for communities and destination marketing organizations.

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New Pilot Program 'Elevate Peterborough' to Support City Events and Tourism Growth

The City of Peterborough has launched a new pilot program, Elevate Peterborough, to support festivals and events that attract visitors to the city and contribute to tourism in the community.

Elevate Peterborough offers a robust range of support for eligible events and festivals, including in-kind city services, marketing, visitor information, event evaluation support, and ancillary programming. The City’s 2026 Budget includes $75,000 to support attracting and hosting major tourism events. Photo courtesy of the City of Peterborough.

The program aims to enhance event experiences that encourage overnight stays, drive economic impact and build the city’s profile as a premier tourism destination. Peterborough Tourism, the City’s tourism service delivery and marketing program, is now accepting applications from event and festival organizers.

“We’re excited to launch this pilot program as a way to streamline how the City supports the passionate organizers who bring energy, creativity, and community spirit to our community year-round,” said Tanya Budgen, City of Peterborough Service Area Manager for Tourism & Events. “Through Elevate Peterborough we’re strengthening collaboration with event organizers to attract visitors, increase overnight stays, and generate meaningful economic impact for our community while elevating what’s possible here in Peterborough.”

The Elevate Peterborough pilot program will run for the remainder of 2026 and applications will be accepted on a rolling basis for upcoming events. Applications must be submitted 120 days prior to the event's start date.

Eligible events include, but are not limited to:

• Conferences or galas

• Music or cultural festivals

• Culinary festivals or events

• Art festivals or events

• Trade shows

• Educational events or seminars

• Sporting events, tournament seasons or championships

Elevate Peterborough will be open for feedback throughout the pilot phase. Next year, the program will be evaluated and refined to ensure it aligns with the evolving needs of the tourism and events community.

Peterborough Tourism staff will host two in-person information sessions for Elevate Peterborough on March 18 from 5 p.m. to 7 p.m. and March 30 from 10 a.m. to 12 p.m. in the Multipurpose Room at the Miskin Law Community Complex.

The information sessions are designed for event organizers, sports user groups, cultural tourism operators and other tourism stakeholders who wish to learn more about the pilot program and the support and resources available.

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City of Peterborough Seeks Community Input to Shape Tourism Strategy

The City of Peterborough is developing a tourism strategy to guide the growth of Peterborough as a competitive, sustainable and four-season destination and is seeking community input.

Photo courtesy of the City of Peterborough.

Over the coming weeks and months, the community will have opportunities to participate in conversations and other engagement activities that will help shape the future of tourism in Peterborough.

The City has engaged Bannikin, an Ontario-based tourism consultancy with extensive experience in developing tourism strategies for communities and destination marketing organizations according to a press release. A proposed Tourism Strategy is expected to be presented to City Council in spring 2026. As the busy summer tourism season comes to a close for another year, this project will focus on community engagement activities, including connecting with tourism-sector businesses and the broader community.

“Tourism is vital to the City of Peterborough – it enhances quality of life, generates economic returns for businesses, and creates jobs for community members,” said Mayor Jeff Leal. “This new Tourism Strategy will provide a road map for collaborating on tourism development, management, and marketing.”

Meaningful community engagement is at the foundation of this tourism strategy development work and several opportunities for community participation are built into this project across fall 2025.

An online survey is now open and responses will be accepted through to the end of October. Additional information and updates, including dates and times for in-person ‘community café’ sessions, will be available in the coming weeks and will be published on the Connect Peterborough website.

An overview of engagement activities is included below:

• Online Community+ Survey throughout the month of October

• Virtual Key Informant Interviews throughout October

  • To engage selected voices from the community, including elected officials, City staff, local partners and collaborators, and leaders from Hiawatha First Nation and Curve Lake First Nation 

• Virtual Focus Groups in early to mid-November

  • To engage representatives of key interest groups and representatives of tourism business clusters

• In-person Community Cafés in mid-November

  • To engage with residents, including re-engaging with those who have participated in other engagement activities like the online survey

“The City has had some incredible wins since bringing tourism service delivery in-house, including successfully landing the Women’s Major Series Lacrosse Tournament, the TELUS Cup, and securing media coverage like CP24 Breakfast,” said Brendan Wedley, Strategic Communications and Service Peterborough Director. “The new Peterborough Tourism Strategy allows for us to play to our strengths, develop opportunities, collaborate with businesses and community organizations, and ultimately, define how we position our destination for visitation and sustainable growth in 2026 and beyond.”

The development of this comprehensive, city-focused Tourism Strategy is the latest initiative undertaken by the City of Peterborough since tourism service delivery was brought ‘in-house’ at the beginning of 2025. Other initiatives undertaken by the City’s destination marketing program include several successful sports tourism bid opportunities coming to Peterborough in 2025 and 2026, media hosting including a live broadcast with CP24 Breakfast, the launch of a new year-round Visitor Centre operating out of the Peterborough Memorial Centre and a suite of digital and print marketing pieces.

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Peterborough Selected to Host 2026 TELUS Cup National Club Championship

The Electric City has been selected to host the 2026 Telus Cup, Canada’s National Under-18 Men’s Club Championship, announced by Hockey Canada at the Peterborough Memorial Centre on Wednesday.

Members of Peterborough Minor Petes team and staff, City Council and more with the official logo for the Telus Cup for 2026 in the middle of the Peterborough Memorial Centre’s rink. Photo by David Tuan Bui.

The Telus Cup runs from April 20 to 26 next year with all games at the Peterborough Memorial Centre. The event has six elite men’s U18 teams from across the nation battling for the title. The host Peterborough Minor Petes are making their national championship debut in the tournament.

“This is the most exciting hockey moment for our community since we hosted the Memorial Cup in 1996,” said Mayor Jeff Leal. “In Peterborough, hockey is more than a game, it is part of our identity. The TELUS Cup is an incredible chance to cheer on the future stars of the sport, showcase our facilities and the home of the legendary Peterborough Petes, and celebrate everything that makes Peterborough an unforgettable destination not only for youth hockey, but also for active family fun.”

The successful bid was led by Peterborough Tourism, the City’s destination marketing program, with the support and partnership of the community including the Ontario Hockey Federation, Peterborough Minor Hockey Council, local tourism business operators and organizations and the Peterborough Petes. The City expects the event to generate more than 1,200 total room nights and over $1 million in economic impact, boosting hotels, restaurants, shops and local attractions during the tournament week.

“Hosting premier hockey events takes a tremendous effort from everyone in the chosen communities,” said Dean McIntosh, senior vice president, revenue, fan experience and community impact. “From volunteers, sponsors and the fans, Canadians from coast to coast step up every year to help grow the game of hockey and provide lifelong memories for these athletes.”

(From Left to right) Lucy Christie, 10; Mason Scollard, 12; Cale Christie, 12; Emmett Scollard, 10 and Isaac Cavanagh, 11. Photo by David Tuan Bui.

As the oldest continuously operating franchise in the Ontario Hockey League (OHL), the Peterborough Petes have produced over 175 NHL players, including Steve Yzerman, Chris Pronger, Larry Murphy and Bob Gainey. The city has also hosted high-profile events, including the 1996 Memorial Cup and six Mann Cup lacrosse championships between 2004 and 2022.

“Hosting the TELUS Cup is an amazing opportunity for the Peterborough Community and the Peterborough Minor Hockey Council,” said Michael Oke, general manager and vice president of operations. “The Men’s U18 National Club Championship has hosted a number of big names over the years, including Petes alumni like Steve Yzerman, Larry Murphy, Luke Richardson, and Slater Koekkoek to name a few. This is also a great opportunity for the Peterborough Petes and the U18 Petes to showcase our partnership on a national stage.”

The 2025 TELUS Cup is being held in Chilliwack, B.C. Dieppe, N.B. was also announced as the host location for the 2026 Esso Cup.

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Peterborough County Announces Appointments to its Leadership Team

Peterborough County has added Rhonda Keenan as the new General Manager of Economic Development and Sarah Budd as the new Manager of Community Development.

peterborough county logo

The County announced the appointments in a media release Friday morning stating Keenan and Budd will join Tracie Bertrand, General Manager of Tourism and Communications, to “form a trifecta of excellence” driving the county’s future economic growth, community development and tourism.

“These faces will be familiar to those in our business community and bring continuity and years of local knowledge and expertise to their roles, said warden Bonnie Clark. “Together, this team will work collaboratively with our townships, First Nations, and the City to ensure that our County businesses are supported - whether through retention, expansion, or bringing new enterprises to our area.”

Keenan, Budd and Bertrand will be based in the new Lakefield economic and tourism office.

“As the CAO for Peterborough County, I couldn’t be more excited about the exceptional team of professionals we’ve engaged to support economic development and tourism in the County, townships, and First Nations,” said CAO Sheridan Graham. “I am thrilled for our businesses, residents, and visitors as we move The Kawarthas forward.”

Keenan is the outgoing President and CEO of Peterborough & the Kawarthas Economic Development (PKED) which is disbanding later this year as the city and county bring economic development and tourism in house.

“I am thrilled to be joining the Peterborough County team. The County has an excellent corporate culture, is poised for growth, and offers the ideal mix of opportunity and lifestyle – the perfect combination for any economic developer,” stated Keenan. “I am excited to get to work with this amazing team and continue to help support sustainable economic growth across Peterborough County.”

"On behalf of the Peterborough & the Kawarthas Economic Development (PKED) Board of Directors and our staff and stakeholders, I am very pleased that Rhonda will continue to serve the region and help drive economic development forward in this new role," stated Burton Lee, PKED board chair.

The board of the Peterborough and the Kawarthas Chamber of Commerce announced the resignation of Budd as president and CEO on Thursday.

"Although I love my position as President and CEO of the Peterborough & Kawartha Chamber of Commerce, I could not pass up the opportunity to join Peterborough County's new economic development division and to learn and work with the highly respected and successful Rhonda Keenan," Budd said.

"I am truly thrilled to be part of such a dedicated and forward-thinking team and excited to work with Rhonda and Sarah,” added Bertrand. “I look forward to continuing our collaboration to drive positive change and growth in the region.”

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Trent Valley Archives Hosting True Crime Tour ‘Peterborough Perpetrators’

Back by popular demand, Trent Valley Archives (TVA) will offer its true crime walk in downtown Peterborough entitled ‘Peterborough Perpetrators’ on July 14 and 21 and on August 11 and 18.

photo courtesy of tva.

Madison More, researcher and knowledgeable tour guide, will lead the tour which will touch on the astonishing discovery of human remains linked to a lumberjack of the town’s early days.

Other stories covered include a daring escape from the Peterborough jail with its ensuing province wide police chase and the shooting of Murray Green owner of the Grand Hotel.

The cost of the tour is $20 per person, with tours running rain or shine. Those who are interested can sign up by calling TVA at 705-745-4404. Tickets are also available through the website.

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PedalBoro Returns to the Peterborough Downtown Streets For the Season

The 15-seater PedalBoro bike is returning to Downtown Peterborough streets to tour the craft beer scene for another season, announced on Wednesday.

Roughly 60 per cent of PedalBoro goers were from out of town according to PEdalBoro. Photo courtesy of PedalBoro.

The cycling begins this weekend as PedalBoro will have cycling tours running from June until October.  The booking calendar is open as the party bike is available from Friday through Sunday for pub crawl tours, private parties as well as one-of-a-kind team building experiences according to a press release.

“As we embark on our third year in operations, we are opening this season with a real sense of purpose,” said Peter Rellinger, PedalBoro captain. “Our mission has always been to showcase the incredible people and places that make downtown Peterborough so unique. PedalBoro tours build connection and community pride back into our downtown core, add in a little dash of adventure and we are able to create this special sauce that can only really be experienced by bike.”

Last year, the unique bike aided in downtown spending with an average of 89 per cent of tour guests supporting core area restaurants, cafés and pubs before and after tours as stated in a press release.

“As our community continues to show its resiliency through economic hardship PedalBoro has an important role to play,” said Hillary Flood, ‘Party Pixie.’ “We are here to roll up our sleeves and do our part- and to do it with a bit of flair and a whole lot of razzmatazz.”

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