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.
