Why “Wine Country” Isn’t Missing from Our Tourism Strategy—It’s Just Not the Whole Story
- mmavridis
- May 31
- 2 min read
Updated: May 31
Why “Wine Country” Isn’t Missing from Our Tourism Strategy—It’s Just Not the Whole Story
Recently, there’s been considerable media attention surrounding Niagara-on-the-Lake Council and the claim that we’ve removed the term “wine country” from our Municipal Tourism Strategy. This narrative has raised concerns—particularly among members of the wine industry—about how we are positioning our community as a destination. But the truth is more nuanced than a single phrase.
Let’s break it down.
Strategy vs. Marketing: Know the Difference
First and foremost, it’s important to understand what a Municipal Tourism Strategy is—and what it is not. This document provides a strategic framework for tourism-related decision-making, resource allocation, and policy development. It guides how our Town manages tourism impacts and opportunities in a way that benefits both residents and businesses.
It is not a branding or marketing document. That work is done separately, often by destination marketing organizations, the tourism board, or promotional campaigns. Still, some within the wine industry have expressed concern that not leading with “wine country” in a strategic framework somehow diminishes their importance.
That simply isn’t the case.
The “Napa North” Debate
Some have even suggested we brand ourselves as “Napa North.” While flattering, this comparison isn’t quite apples to apples—or grapes to grapes.
Napa Valley has over 1,000 wineries and vineyards and operates under a Tourism Improvement District (TID) model. According to their strategy, the mission of the TID committee is to:
“Promote the lodging properties and partners in hospitality and support local activities and products that promote, support, and enhance locally based tourism and hospitality efforts.”
Interestingly, nowhere on Napa Valley’s official strategy website does it explicitly say “we are wine country.” They focus on holistic tourism—just as we are.
How Our Strategy Was Developed
Here’s how the process unfolded in Niagara-on-the-Lake:
Council created a Tourism Strategy Committee to work with an experienced consultant.
The draft strategy was developed collaboratively with Town staff and Kathy Weiss, Director of the Tourism NOTL Board.
The draft was then reviewed and refined with Council input before final approval.
The original draft vision statement read:
“Niagara-on-the-Lake is an extraordinary wine country destination, known for its natural beauty, and unrivalled cultural experiences.”
The final version, after input from multiple stakeholders, reads:
“Niagara-on-the-Lake is an extraordinary destination, known for its natural beauty, food and wine, and unrivalled cultural experiences.”
Rather than removing “wine,” the revised vision broadened our identity to reflect the full range of experiences our town offers—including wine, food, arts, heritage, and more.
Why It Matters
This is not about excluding wineries. On the contrary—they remain a vital part of the tourism ecosystem. But good strategy means representing the full picture. Niagara-on-the-Lake is more than just vineyards. It’s historic Old Town charm. It’s waterfront sunsets. It’s world-class theatre. It’s culinary brilliance. It’s community.
We’re not erasing “wine country”—we’re embracing a more complete identity.
To read the full strategy:
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