DARRYL KNIGHT Local Journalism Initiative Reporter for The Standard
BROCK: The Township is taking steps to enhance its tourism strategy, by developing a refreshed Visitor Growth Plan, following approval from Council at a meeting on Monday, March 10th.
The plan, spearheaded by Central Counties Tourism (CCT) in partnership with Durham Tourism, aims to align with changing industry trends, attract more visitors, and boost economic development in the region. The initiative will replace the outdated Community Tourism Plan, last updated in 2018.
“The tourism landscape has changed, significantly, in the past few years,” said Tamra Kaiser, Brock Township’s Communications and Tourism Coordinator. “Refreshing the plan allows us to better promote Brock’s assets and create a more vibrant community, for both residents and visitors.”
A key component of the new Visitor Growth Plan is the formation of a steering committee, consisting of 15 to 20 members representing various sectors, including: tourism-related businesses, arts and culture groups, service clubs, the Brock Board of Trade, and community representatives. Three members of Council will also be part of the committee.
“The goal is to bring together a diverse range of voices, to ensure a comprehensive and inclusive strategy,” said Mayor Walter Schummer. “Tourism plays a critical role in our local economy, and this plan will help us maximize our strengths as a destination.”
The new plan will provide a framework for businesses, local government, and cultural organizations, to identify opportunities for destination development and promotion. The process will be facilitated by Central Counties Tourism and include a series of four meetings, between April and September 2025, with a final report, expected in October.
“Brock has so much to offer, from its scenic landscapes to its rich cultural heritage,” said Councillor Cria Pettingill, who moved the resolution. “By refreshing our approach to tourism, we can ensure we remain competitive and attractive to visitors.”
According to the report, presented at the Council meeting, Durham Tourism will cover the cost of $4,995 plus HST, for Central Counties Tourism to facilitate the meetings and produce the final written plan, meaning there is no direct financial burden on the Township.
With Council’s approval, staff will now move forward with the formation of the steering committee and the development of the new Visitor Growth Plan. The final plan will be promoted through the Township’s website and social media channels once completed.
“We want this to be a plan which truly reflects the needs and aspirations of our community,” added Ms. Kaiser. “By working together, we can create a visitor experience [which] benefits everyone.”
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