Midland's Tourism Strategy will include 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.
Tourism Strategy
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.
This collaborative process is 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.
Timeline
The timeline follows the plan for Midland's Tourism Strategy
Background Review
September 2025 - Consultant undertook a background and tourism asset review.
Community Open House (drop-in style)
October 14, 2025 (5:30–7pm)- Drop-in session to share your thoughts and questions directly with the consultant.
Community Tourism Survey
October 14 to November 7, 2025 - 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.
Visitation Data and Trends Review
October to November 2025 - Consultant will be reviewing who visits Midland, their travel behaviours, preferences, and tourism trends relevant to Midland.
Preparation
December 2025 to February 2026 - Prepare the Tourism Strategy based on research, feedback from survey and tourism industry focus groups.
Council Presentation
March 2026 - Town Council receives presentation on the Tourism Strategy.
Tourism Strategy Survey
Thank you to everyone who participated in the survey. The survey closed on November 7, 2025.
About Midland Tourism
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.
Tourism Strategy FAQ
Who is involved in creating the strategy?
Community engagement is central, with residents, tourism businesses, partner organizations, and other interest groups will all have opportunities to contribute. The project team will include Town staff and consultants from Bannikin.
There are several ways to get involved:
- Community Tourism Survey: Mid-October to mid-November.
- Community Open House: Tuesday, October 14, 2025, from 5:30 pm to 7:00 pm at Midland Public Library.
Partially Funded By:
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Town of Midland
575 Dominion Avenue
Midland, ON L4R 1R2
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