Is Niagara-on-the-Lake truly “wine country”? Town council and staff are grappling with that very question as they review a new draft of the town’s tourism strategy.
Coun. Wendy Cheropita believes the answer is a resounding yes — and says the phrase “wine country” is essential to defining Niagara-on-the-Lake’s identity and boosting its tourism appeal.
“The term differentiates Niagara-on-the-Lake from any other tourist location,” said Cheropita, during a March 25 council meeting. In her view, “wine country” captures not just the vineyards and wineries, but a rich cultural and experiential tapestry — from wine tastings and fine dining to cycling trails, heritage tours, and performances at the Shaw Festival.
“It’s more than wine. It’s a connection to everything else we offer. Wine country lifts other assets,” she said.
However, the term was removed from the current draft of the town’s tourism strategy and action plan — marked with a red line in the original vision statement, which had read: “Niagara-on-the-Lake is an extraordinary wine country destination, known for its natural beauty, food and wine and unrivaled cultural experience.”
Debate Over Identity
Robin Garrett, vice-chair of the town’s tourism strategy committee, worked closely with Cheropita on the plan. She argued that omitting “wine country” would undermine the very core of the strategy.
“How do we stand out from the crowd?” Garrett asked, emphasizing that the phrase represents a key distinction for the town’s brand.
The removal of “wine country” wasn’t the only change to the document. Staff also eliminated references to collaborating with external organizations, holding local events, defining marketing roles, and assigning responsibilities for tourism governance.
The 14-page draft strategy, developed over the past year with CBRE Tourism Consulting, includes 68 action items and proposes hiring an economic and tourism director. The first year of implementation is expected to cost more than $550,000. The town has already appointed Ashleigh Myers as its economic development officer as of August 2024.
A Broader Approach?
Interim Chief Administrative Officer Bruce Zvaniga suggested that the town’s tourism vision should be more inclusive than a single theme. While acknowledging the strength of the wine industry, he cautioned that “some people don’t visit Niagara-on-the-Lake because of the wine aspect.”
Zvaniga also noted that the phrase “wine country” may be interpreted differently by various audiences, and stressed that the strategy is still under review.
Tourism by the Numbers
Niagara Region welcomes roughly 13 million visitors annually, including about three million Americans and one million international tourists, according to the Niagara Economic Development office. Visitors spend an estimated $2.4 billion in the region, supporting approximately 40,000 tourism-related jobs.
The strategy includes broader goals such as holding annual town hall updates, creating a destination marketing fund, and partnering with Indigenous communities on tourism projects.
What’s Next?
Council agreed to defer the decision until April 29, following a motion from Coun. Sandra O’Connor. She requested that staff revise the strategy document and return it “without a red line” — presumably with clearer consensus on key terms like “wine country.”
