The Province of Ontario has launched the Destination Niagara Strategy, a long-term plan designed to protect and grow Ontario’s economy by unlocking the full tourism potential of the Niagara region.
For local businesses, this strategy signals new opportunities for growth, investment, and increased visitor spending – not just in Niagara Falls, but across rural and small communities throughout the region.
Positioning Niagara as Ontario’s Playground
The strategy reimagines Niagara as Ontario’s Playground — where falls, fun, food, wine, and culture come together. While Niagara Falls remains a global draw, the Province is intentionally encouraging visitors to explore beyond traditional tourism hubs and into local communities, farms, restaurants, shops, and experience-based businesses.
Niagara already welcomes more than 13 million visitors annually, supporting thousands of jobs across hospitality, agriculture, retail, and service sectors. The Destination Niagara Strategy aims to build on this momentum by encouraging longer stays, broader exploration, and deeper local economic impact.
Five Pillars Driving Regional Growth
Investment and development under the Destination Niagara Strategy are focused on five priority areas:
> Tourism attractions
> World-class gaming
> Wine and culinary tourism
> Arts and culture
> Transportation development
Together, these pillars are designed to increase visitation, improve access, and strengthen economic activity across the entire region.
What This Means Locally: Agriculture, Wine & Agritourism
Niagara is Canada’s largest wine-producing region, responsible for 86% of Ontario’s grape production and nearly two-thirds of Canada’s total grape and wine output. Beyond vineyards, the region’s farms, greenhouses, and food producers play a critical role in shaping Niagara’s economy and identity.
The strategy places strong emphasis on agritourism and culinary tourism, aligning with growing visitor demand for authentic, locally rooted experiences. By elevating Niagara’s “taste of place,” the strategy supports:
Farmers’ markets and farm-gate experiences
Restaurants, wineries, cideries, breweries, and distilleries
Culinary tourism and food-driven events
Rural and small-town economic development
With Niagara restaurants gaining international recognition, including inclusion in the MICHELIN Guide, this attention benefits businesses well beyond major tourism corridors.
Targeted Investment in the Grape & Wine Sector
The Destination Niagara Strategy includes significant provincial investment to strengthen the long-term viability of Niagara’s grape and wine industry, including:
- Ontario Grape Support Program: up to $35M annually over five years
- Enhanced VQA Wine Support Program: $84M annually ($420M over five years)
- Wine Boutique Support Program: $16.7M over five years
- Up to $41M for irrigation infrastructure through the Municipal Housing Infrastructure Program
- Increased LCBO promotion of Ontario-made and small-batch products
These investments support local producers, improve infrastructure, and expand market access.
Aligning with Niagara’s Tourism Growth
The Destination Niagara Strategy emphasizes authentic, locally rooted experiences that reflect Niagara’s agriculture, culture, and communities. As visitation grows and expands beyond traditional tourism hubs, businesses across many sectors may find new opportunities to benefit from increased regional activity.
Alignment can take many forms. Businesses may wish to consider how visitors discover information about their offerings, whether products or services could appeal to seasonal or visiting audiences, and how local partnerships or collaborations could enhance the overall visitor experience. Highlighting connections to local products, culture, or community — and strengthening digital visibility — can also help businesses connect with travellers planning their Niagara experience.
Tourism growth extends beyond attractions alone, creating broader economic impact through increased local spending and demand. Even small, thoughtful adjustments can help position businesses to respond as Niagara’s tourism and economic landscape continues to evolve.
Consider how your business might benefit:
- Become visitor-friendly, even seasonally
- Explore experience-based offerings (tours, tastings, demos, workshops, events)
- Highlight connections to local products, agriculture, or culture
- Partner with neighbouring businesses on joint promotions or packages
- Review staffing, capacity, and hours to prepare for increased demand
- Strengthen your online presence and visitor information
- Participate in regional initiatives that encourage exploration beyond the Falls
Small, strategic changes can position your business to benefit from Niagara’s growing tourism economy.
How the Chamber Can Support You
The Chamber plays a key role in helping members navigate tourism-related opportunities and broader economic development initiatives.
Our support includes:
- Letters of support for funding and partnerships
- Marketing and promotion guidance
- Sector-specific support (agritourism, culinary, cultural, event-based initiatives)
- Advocacy and government relations
- Networking, mentorship, and collaboration opportunities
- Workshops, webinars, and professional development
- Access to economic insights and tourism resources
With strong regional partnerships, the Chamber can connect members to the right programs, people, and opportunities to support sustainable growth.
2026/27 Tourism Partnership Program: Now Open
The Tourism Partnership Program (TPP) intake is now open for projects taking place between April 1, 2026 and March 31, 2027.
Key details to know:
- Maximum of two applications per organization
- One pillar per application
- Meetings with TPN staff are required prior to applying
- Funding eligibility is limited to three years per initiative
- Budgets by pillar will be published during the intake period
Meeting request deadline: Wednesday, January 14
Application deadline: Wednesday, January 28 at 4:00 PM
If you are considering applying and would like support navigating this opportunity, the Chamber is here to help.