Tourism Strategy
Strategy or Plan
Status: In Effect
Last Updated: 2026
PDF - 35.13MB
Details
| Purpose | To help guide how we grow, manage, and promote tourism. This strategy is all about building a vibrant, sustainable future for Midland. |
|---|---|
| Keywords | tourist accommodation hotel motel festival event festivals events economy |
The Town of Midland launched the development of a Tourism Strategy to help guide how we grow, manage, and promote tourism. This strategy is all about building a vibrant, sustainable future for Midland.
Midland's Tourism Strategy includes a five-year, action-oriented plan that will guide how Midland develops, manages, and markets tourism. It aims to create a sustainable, community-informed approach that reflects local priorities and positions Midland as a vibrant destination.
Project Timeline
This collaborative process for strategy development was supported by Bannikin, along with residents, tourism businesses, partner organizations, and other local voices to co-create a vision that reflects what makes Midland special. From surveys to open houses, there were many ways to get involved and help shape the future of tourism in our town.
September 2025: Background Review
Consultant undertook a background and tourism asset review.
October 14, 2025 (5:30–7pm): Community Open House
Drop-in session to share your thoughts and questions directly with the consultant.
October 14 to November 7, 2025: Community Tourism Survey
The public was encouraged to take the survey and share their thoughts about tourism in Midland. Thank you to everyone who participated in the survey.
October to November 2025: Visitation Data & Trends Review
Consultant reviewed who visits Midland, their travel behaviours, preferences, and tourism trends relevant to Midland.
December 2025 to February 2026: Preparation
Preparation of the Tourism Strategy based on research, feedback from survey and tourism industry focus groups.
March 2026: Council Presentation
Town Council received the▶️presentation on the Tourism Strategy.
Ontario's Best Butter Tart Festival presented by Chapman's
Midland is home to the original biggest, and sweetest festival in Canada! This signature event brings thousands of visitors each year to celebrate Canada's favourite treat. The festival showcases local talent and businesses, but also marks Midland as a must-visit destination for culinary tourism. Its success demonstrates the power of unique, authentic experiences in driving tourism growth and community pride.
Community Events and Midland's Murals
Hands-on experiences and community events foster connection and create core memories for our residents and visitors. Midland is known for its outdoor art gallery and celebrating that special feature is an essential aspect of Midland's tourism.
Vendor Markets
Markets highlight Midland's creativity and entrepreneurial spirit. These activities attract visitors, strengthens community engagement and supports small businesses and entrepreneurs.
Midland Harbour and Cruise Ship Visits
Midland's waterfront is a gateway to Georgian Bay and a major tourism asset. Cruise visits and marina activity create opportunities for growth and global exposure.
Midland's Downtown
A thriving downtown is the heart of Midland's visitor experience. Supporting local businesses and creating walkable, welcoming streets is key to building a sustainable tourism economy.
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