MUSKOKA’S TOP THREE ONTARIO TOURISM DESTINATION SAYS MINISTER CHO ABOARD MAIDEN VOYAGE OF WANDA II FOR MUSKOKA TOURISM AGM, AWARDS
Mark Clairmont | MuskokaTODAY.com
MUSKOKA — Tourism is mega bucks for Muskoka — and Ontario.
In a provincial industry worth $34 billion, the Muskoka Lakes are an “absolute power” as a visitor destination, says the minister responsible for helping promote its renowned natural beauty and global reach.
Ranking only behind Toronto and Niagara Falls as top name attractions, Stan Cho told more than 150 regional tourism operators while aboard the Wenonah II yesterday on its maiden seasonal voyage beneath a bright yesterday afternoon sun.
Dollar for dollar — pound for pound, Euro for Euro — Muskoka holds its own.
And it’s not unusual to see tourism ministers routinely checking out the summer and seasonal sights and highlights while also visiting with shipmate MPP Graydon Smith.
I caught up with the Willowdale MP at the end of the two-hour cruise atop the ship for a conversation after he took part in the Muskoka Tourism Association AGM and their annual awards presentations to the top tourism attractions in each community.
He said that in the morning he visited the Parry Sound Curling Club to announce a $158,000 in Trillium Foundation for new equipment, as well as $500,000 in other Northern Heritage funding for other communities.
“So good news on that on that front. But today, specifically — and equally on the other side of the riding in Gravenhurst “100 per cent” — “just here to support the Muskoka tourism industry.
“Look, this is a powerful team of just two people (at Muskoka Tourism) who power sculpt tourism and they do great things. This is a special place, right? I mean, it’s known around the world and getting even more renowned thanks to shows like “Heated Rivalry.”
“And it drives tourism, right?
“I mean tourism is a $34-billion a year industry in Ontario. We know it could be more.
“So Muskoka is a special place that we’re trying to build around the shoulder seasons and the off seasons. Because I think there’s an opportunity here for that.”
Where’s Muskoka overall in Ontario’s tourism industry?
“It’s an absolute power. Obviously.
“It’s consistently top three destinations when it comes to Toronto, Niagara and Muskoka. They are the most well-known destinations in Ontario.
“And that includes in Asia and Europe where we do some of our marketing efforts.
“It’s a postcard, right? I mean, it is absolutely beautiful. And it’s not just when you get to Muskoka,” he said, “it’s on the drive in. It’s not far from Toronto, which is our largest urban area.
“So we’re here to just support the tourism operators who are here. Most of them are small businesses. And to support the award winners today.
“But the idea is to support the operators here, who make people feel those experiences. That’s what’s driving tourism today. It’s not just about sightseeing anymore.”
Has the minister been here before?
“I have and it’s one of my wife’s favourite areas to visit. I don’t have much time to travel recreationally.
“But the idea is to support the operators here, who make people feel those experiences. “That’s what’s driving tourism today. It’s not just about sightseeing anymore.”
And it drives tourism, right?”
And how does tourism rank compared to other sectors of Ontario’s economy?
“It’s massive. It is more than double the size of steel and auto parts manufacturing combined. So tourism is an absolutely massive economic driver. Even larger than our culture industries, which is a $28-billion business — actors, film, television, video games production. As well as some of our cultural institutions like galleries.
“It’s one of the largest economic drivers in our country, actually.
“And so we know we have room to grow in that sense. With the tariff war with the United States and our American friends maybe not visiting as much as we’d like — but that’ll return.”
How much is the American tourism trade down?
“The numbers are coming in — tourism stats lag a bit — so we’re waiting for those numbers to come in. We know it’s down in particular in border towns like Niagara region.
“However, the good news is that international visitation is way up, including domestic visits.”
What’s the province doing to bring assist tourism operators and bolster vital local economies? Is there a domestic market you’re reaching out to as well as international?
“We’ll start with the domestic market. It’s huge. Destination Ontario last year knew that 92 per cent of Ontarians were going to travel within our own borders. The truth is that domestications — staycations — is they stay less and spend less, perhaps. But international visitations is way up from overseas visitors.
“So if you look at Niagara Region, as an example, UK spending is up 38 per cent year over year, France spending is up 33 per cent, Japan 28 per cent. These are big statistics.
“We know that that’s the case for other regions like Muskoka.
“So we’re trying to do some marketing efforts through Destination Ontario and Destination Canada. And really ramp up those marketing efforts to other markets. Because we know that we can get those new markets in here. And when the American visitation returns, we’re well positioned to really capitalize on that.”
You haven’t been here too often, but was your visit to the Muskoka Discovery Centre before the cruise the kind of thing you’re talking about? And have you been to Santa Village?
“I have I been to Santa’s Village. I’m glad to see them win an award today. I actually took my daughter there six months or so ago. Yeah, really special place. Lots of cool places like that up here.
“That’s what I mean about experiential tourism. People will remember how they feel, not unnecessarily what they see. And those special types of operators are here in the region in droves.”
How long you been in this ministry now?
“Just about two years. Before that I was minister of long-term care.
“But just to be clear, I wasn’t the one in long-term care,” he laughed. “But about 10 months.
“This has been my longest cabinet posting, and it’s been a dream, because we get to see the hardworking tourism operators, who as I said are huge to our economic development.
“But also to the cultural fabric of our society, which we’re really proud of. It makes us proud to be Canadian when you look at the operators.”
When are you coming back?
“I was just talking to Val. I might be back in a couple weeks whenever my wife can. I’m pretty far in the dog house.”
You going to rent that “Heated Rivalry” cottage reportedly going for more than $25,000 a week?
“You can Google what I make. It’s out of the snack bracket, but you know we’ll find something.”
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