Tourism Niagara-on-the-Lake (NOTL) has forecast a considerable boost in revenue for 2025, projecting $2.2 million after increasing its marketing budget to attract more visitors. This figure represents a 41% increase from the previous year’s revenue. The growth comes from various sources including carry-over funds, outstanding receivables, and new income projections for the coming year.
The tourism organization has allocated $400,000 specifically for marketing campaigns to bring more visitors to the area. This budget includes $100,000 for influencer partnerships and $60,000 for media trips. These investments aim to increase NOTL’s visibility through targeted marketing and strategic collaborations.
Tourism serves as the largest economic driver in NOTL, supporting 3,350 jobs across retail, accommodation, food services, and related sectors. The municipal accommodation tax is expected to generate $1.25 million in 2025, which will partially fund tourism growth initiatives in the region.
NOTL currently attracts over 3.5 million tourists annually, who contribute considerably to the local economy. Domestic tourism generates $421.2 million each year, while international visitors add another $226.8 million. The town accounts for 27% of the 13 million visitors who come to the Niagara Region annually.
The new tourism strategy focuses on governance, product development, visitor infrastructure, and destination marketing. It aims to enhance NOTL’s reputation as a wine country destination while expanding its cultural and natural attractions. The local wine industry has transformed the region with 9,500 acres of vineyards developed in less than 50 years, contributing significantly to both tourism appeal and economic sustainability. Experience Corridors along highways and parkways will help diversify offerings for visitors.
The broader Niagara Region generated $2.4 billion in tourism economic activity in 2024. Seasonal festivals, winery tours, and eco-tourism saw a 15% attendance increase from 2023 to 2024. The region’s tourism industry supports 40,000 jobs, representing 10% of the workforce.
Local sentiment remains positive, with 90% of NOTL residents supporting tourism expansion. The industry’s continued growth helps maintain the town’s high quality of life while providing sustainable economic benefits to the community.
Tourism remains a vital part of Niagara’s economic engine, blending lifestyle, culture, and opportunity. As the sector expands, it continues to shape the region’s identity and create lasting benefits for residents. Find more tourism trends and community updates on Marketplace Niagara.
