Could this be Peterborough’s busiest tourism year yet? With more Ontarians opting for staycations and fewer Canadians heading south, local tourism is expected to grow. A key boost comes from the Ontario government’s recent removal of tolls on Highway 407 from Pickering to Highway 35/115, making our region more accessible than ever.
Tourism spending is already on the rise. Between January and July 2024, spending reached $639 million, a 10 per cent increase year over year. If you haven’t already, check out our Lakefield Stay and Play section to discover great local spots for you and your family. This year’s calendar is packed with exciting events, including Musicfest, Nine Ships (a 200th anniversary celebration of Irish immigration to the region), farmers' markets, parades, and more.
Peterborough’s tourism scene hosts an abundance of diverse and vibrant options. From wineries, resorts, hotels, and inns to Indigenous cultural experiences, outdoor adventures, animal attractions, and local cuisine. Add in water sports, gaming, history, and the arts, and music festivals! One major highlight: the Trent-Severn Waterway was named the only Canadian destination on the New York Times’ list of 52 Places to Go in 2025—a proud moment for the entire region.
To support this growing industry, local and provincial partners are stepping up. This past January, the Ontario government announced $20 million over two years to enhance rural connectivity, revitalize downtowns, grow rural businesses, and support the local workforce. These investments will strengthen programming delivered by Regional Tourism Organization 8 (RTO8) and the County of Peterborough Tourism Office.
RTO8 plays a key role in building a competitive and sustainable tourism economy. One standout program is the Acceler8 Business Mentorship Program, offering one-on-one coaching to local tourism businesses. This support is open to accommodation providers, retailers, attractions, and food & beverage operators across the City of Peterborough, Peterborough County, Kawartha Lakes, and Northumberland County. Another strategy by Peterborough County is to promote pre-planned travel packages, making it easier for both visitors and locals to explore the region. These itineraries reduce planning time and encourage more spontaneous trips. Additionally, the County is working to address wayfinding signage across the region. This initiative will help travelers navigate more easily, making local tourism businesses more visible and accessible while enhancing the overall visitor experience. To attract more visitors, RTO8 is running targeted marketing campaigns aimed at audiences in the GTA, Kingston, Ottawa, and Hamilton. These campaigns promote year-round tourism experiences, highlighting all four seasons. Recognizing the power of social media, they’re engaging every demographic—from Instagram-savvy young travelers to Facebook- for families and older adults. Data and technology are also transforming tourism. RTO8 is also using geo-fencing and visitor analytics to uncover new opportunities and tailor strategies to visitor interests. Research into visitor personas shows that the primary tourist type is the “Connected Explorer”, tech-savvy travelers who love sharing their journeys online. Secondary personas include Nature Lovers, Family Memory Builders, and “Tweeniors” (active adults aged 50+). Most visitors fall between the ages of 35–64, with an average age of 46 which provides important insights to tailor existing tourism packages to specific age groups. Nationally, Canada is also encouraging domestic tourism through free or discounted access to iconic attractions, including national parks, museums, and railroads. No pass is needed, just visit a participating location to enjoy the benefits.
Your local Chamber of Commerce is also doing its part by hosting Tourism Talks—forums where tourism-related businesses can share feedback, voice challenges, and influence local strategies. These sessions help ensure that plans developed by the County and RTO8 reflect the needs of the sector.
Finally, it’s exciting to see the City of Peterborough, Peterborough County, and RTO8 working together with such a strategic and targeted approach. With more Canadians choosing to explore their own backyard, Peterborough’s accessibility by car, boat, bike, or paddle makes it an ideal destination. With all the momentum, 2025 could be a record-breaking year for local tourism and our community.
