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With concerns about the pandemic now in the past, how is the 2023 summer tourism season shaping up?

According to a report by the Ontario Chamber of Commerce and the Tourism Industry Association of Ontario released in December of 2022, it was stated that the province’s tourism industry was not fully expected to recover from the pandemic until 2025.

We reached out to Explore Waterloo Region CEO Michele Saran to get a sense of what the summer tourism season may be bring locally:

Q. How much does tourism contribute to our local economy?

A. Tourism is big business.  Over 5 million visitors come to our region annually, injecting more than 557M into the economy.  Tourism is also a catalyst for trade.  People may come to our area for a staycation, sporting event or a business meeting and may like what they see and choose to move here, invest here, or send their kids to school at one of our fabulous academic institutions.  Places that are great for visitors are also great for residents.  Everyone wants to live in a place with wonderful restaurants, retail, and attractions as well as nature.

Q. What is your prediction for the summer tourism season in Waterloo Region? Better than last year?

A. I predict Waterloo Region will have a strong summer season in 2023 surpassing 2022.  It seems that any lingering concerns about COVID are now mostly gone, and Explore Waterloo Region is launching our promotional campaign as early as possible this year. Many people are looking for getaway options closer to home considering inflation etc.  Given a full 96% of visitors to the Region are from other parts of Ontario, we should be in a good position.

Q. What is the driving factor for people to get out and explore this summer?

A. For 2023, there is still incredible pent-up demand for travel after the pandemic but the driving factor about destination selection is affordability.  People want to get out and have fun, authentic experiences but cost may force many to explore options closer to home.  Luckily, we have those kinds of experiences in abundance in Waterloo Region!

Q. Are ‘staycations’ still as popular or are people ready to explore even further this year?

A. Search analytics show people are definitely ready to travel internationally but the high cost of air travel and media reports of airport congestion and other challenges are mitigating factors when it comes to actually booking.  “Staycations” are always popular with our target market in Ontario.  Easy getaways that are close to home and affordable.

Q. Do labour shortages continue to persist in the hospitality and tourism industry and if so, will it have an impact this summer?

A. There are 80% more job openings in our sector now than in 2019.  In fact, of the almost 2000 open positions in Waterloo Region in Q1 of 2023, almost half were tourism related.  That said, our industry is nothing if not adaptable and resilient.  Businesses may have to modify their opening hour and job duties may shift to encompass a broader array of tasks, but everyone is motivated to take advantage of the pandemic winding down.

Q. What are people looking for this year when it comes to spending money on tourism, considering the higher cost of living?

A. People are leaning into the idea of the “road trip” with friends or family to save money which is exactly how we are marketing to the GTA.  We are positioning Waterloo Region as the ultimate road trip destination with something for everyone.  Cities on the edge on the nature; authentic cultural experiences and incredible farm-to-fork, culinary options.

Q. How has Explore Waterloo Region been preparing for the 2023 summer season?

A. All throughout 2022 Explore Waterloo Region has been actively working on product development.  We have been looking to leverage our tourism icons and create packages that will make people want to stay longer in our area and spend more. 

This year we will offer some incredible experiences on the Grand River that feature overnight luxury glamping and indigenous-themed feasts; we have another package that celebrates our amazing “farm to fork” culinary offerings where one can have an al fresco dining experience in a beautiful orchard; there will also be a curated Oktoberfest experience that allows one to really see the best of the best of that festival and it includes a luxury hotel stay.  All these experiences will be marketed on www.explorewaterloo.ca and via our aforementioned “road trip” campaign on our social channels.

In terms of our efforts in Business Events and Sport hosting, we always encourage delegates to add on a leisure visit pre or post to make the most of their time in Waterloo Region.

Q.  What are a few of the ‘must see’ attractions in our Region this summer?

A. There are so many options for people this summer!  Of course, all our annual festivals are back – Uptown Waterloo Jazz Festival, Bluesfest, the Waterloo Busker Carnival and Downtown Kitchener and Cambridge both have Ribfests -to name just a few!

For those that want to get outside and be active, there are some wonderful opportunities to Canoe the Grand with Grand River Experiences or explore on horseback.   We also have over 500 km of trails in the Region.  One can hike or cycle them.  Explore Waterloo Region has partnered with Zeitspace on a new cycling app that is hyper-local and will let you plan your route by level of difficulty.  It also layers on all the bike-friendly, certified businesses along the way!

Canada Day offers up the Stihl Timbersports Rookie Championships at Bingemans and Cambridge is celebrating its 50th anniversary at the “Cambridge Celebrates Canada Day” event.

For those seeking a bit of culture, The Neebing Art Fair will be returning to Bingemans showcasing incredible indigenous art.  Of course, St. Jacobs always has something going on and it’s a great launching point to get out and do a farm gate tour through the townships to buy the best in local produce and get a sense of our wonderful Mennonite community.

People can always check out our events calendar at www.explorewaterloo.ca for more detail and options.

As travel levels continue to ramp up towards even higher volumes than they were before the world shutdown due to COVID-19, the Region of Waterloo International Airport is ready to handle any surge.

“We’re probably in the top-10 of busiest airports in the country as far as movements but we’re also in the top-20 when it comes the number of passengers,” says Chris Wood, General Manager of the Region of Waterloo International Airport, noting he expects the airport will soon see that passenger ranking move up to the 12th to 13th busiest spot.

Chris says the airport is expected to welcome at least 500,000 passengers in 2022, which is slightly less than its initial projection due in big part to the arrival of the Omicron variant but expects to see that number double next year.

“We should be able to hit those numbers, with everything being equal,” he says, adding the opening of its new 12,000 square-foot domestic arrivals building in April – part of its $35 million Airport Terminal Expansion Project – is a continued sign of the airport’s importance to the economic vitality of the Region.

“Every thriving community has a big, bustling airport. Why should we be any different?” says Chris. “You can’t go to a world-class city anywhere without an airport being part of that.”

Currently, WestJet and Flair Airlines are providing a bevy of flights from the airport to a variety of destinations including Calgary and Edmonton, AB, Cancun, Mexico, Winnipeg, MB, and Vancouver and Victoria, B.C. In fact, this summer Flair has unveiled several additional destinations including Charlottetown, P.E.I., Deer Lake, N.L. and Montreal, QC, starting in July.

“We do expect Sunwing to return in the winter,” says Chris. “We also have an agreement with Pivot Airlines and expect them to arrive later this fall, but we don’t have a firm date yet.”

He says Pivot will offer several flights daily to Ottawa and Montreal, providing a key component in building the airport’s business clientele.

“We’ve kind of morphed into a low-cost carrier dream airport because we have a very large and affluent population that has been starved of non-stop service for many years, and we also have a very affluent business community,” says Chris. “But we haven’t really catered as much to the business community.”

He’s very candid when it comes to the struggles the airport has had trying to attract more business flyers, noting that smaller business owners and entrepreneurs are more cognizant of their finances so utilizing a low-cost carrier makes sense to them.

“But if you’re not paying for your own ticket, it’s more difficult to get people to use the services that are currently here,” says Chris, adding frequent flights a day out of Pearson Airport offered by larger carriers like Air Canada are more convenient for many business travellers.

Currently, he says at least 80% of travel at the Region of Waterloo International Airport is leisured based adding the split between business and leisure travel was about 50/50 when American Airlines offered nonstop flights to Chicago from 2011 to 2016.

“We saw a lot of people going to Chicago and beyond for business. But if the right type of service comes in, I think the business community would definitely use it,” says Chris, adding Pivot Airlines will be a great draw and caters to the business community thanks to its multiple flights daily to various business locations.

When it comes to attracting airlines, he says the process is extremely difficult since airlines must be very strategic where they place their inventory.

“The airlines get it. They know there is an opportunity here, but they also know there is more of an opportunity at Pearson,” says Chris, adding carriers like Flair that are destination-based and not interested in connections or using a hub and spoke model, can be easier to attract.

“But we’re happy to talk to any airline about service and we’ve got the facility now that can handle them,” he says, crediting Waterloo Regional Council for its continued support. “We can ultimately contribute to the bottom line of the Region.”

Chris says the ‘gold standard’ for a regionally operated airport in Canada are Kelowna and Abbotsford, B.C., and that Regional of Waterloo International Airport is quickly approaching those levels.

“It’s a model we hope to achieve and we’re getting closer,” he says.

To learn more, visit Region of Waterloo International Airport.

The forecast is looking good for the summer tourism season in Waterloo Region.

After two years of uncertainties, restrictions and pivoting due to the pandemic, the hospitality and tourism sector is poised for a significant comeback.

“Everything is coming back this summer,” says Michele Saran, CEO of Explore Waterloo Region. “There is so much pent-up demand, and it seems like the concerns about COVID-19 are receding and people are feeling a lot more confident to get out and about.”

Compared to last year at this time, she says tourism operators in Waterloo Region, including hotels and attractions, have already seen a higher demand in the first quarter of this year.

“It’s going incredibly well so far, but there are still labour shortages and supply chain issues,” says Michele. “I know some of our hotels can’t run at full capacity just yet because of these shortages which is a shame because we’ve been hit so hard the last couple of years.”

To offset some costs surrounding the implementation of health and safety protocols to keep patrons and employees safe, Explore Waterloo Region and RTO 4 (Regional Tourism Organization 4 Inc.) distributed nearly $600,000 to support 125 attractions, hotels, and other operators in 2020 and 2021 through the Tourism Adaption and Recovery Program (TARP).

“Our industry was the first hit, hardest hit and the last to recover is what we say, and we still have those impediments in a way with these labour concerns,” says Michele.

She says this summer Explore Waterloo Region is taking a ‘divide and conquer’ approach when it comes its marketing tactics.

“As we are easing out of COVID-19 we’re looking to our local operators and BIAs to market our region to local residents,” says Michele. “We as Explore Waterloo Region are expanding a little further out with our marketing focus and trying to encourage people from the GTA to get out of the city and come to a place where it might be a little less urban, but with all the amenities of the big city; close to nature where they can get out and enjoy walking and bike trails and still have incredible culinary and cultural experiences, just with a little less of the crowds.”

Michele says the many festivals and attractions Waterloo Region has to offer this summer will be a big draw, such as the Cambridge Scottish Festival and the Canada Day celebrations which features a parade and returns to Riverside Park with fireworks.

“People are feeling a bit safer in being groups but still outside,” she says, noting this should be a good summer for domestic tourism due to long lineups at major airports which has been blamed on staff shortages and COVID-19 screening.  “There is still a little bit of concern about travelling internationally so I think this is the summer we really have to take advantage of the opportunity to get people in and around Waterloo Region to come and experience everything we have to offer.”

For a detailed look at what’s available, visit Explore Waterloo Region.

A few summer highlights in Cambridge:

• Kin Carnival (May 26)
• Cambridge Tour De Grand (June 12)
• Cambridge Celebration of the Arts (June 17 – Civic Square)
• Host Springs Music Festival (June 25 – Central Park)
• Cambridge Celebrates Canada Day (July 1 - Riverside Park)
• Thursday Night Live Performances (July 7, 14, 21 and 28 - Mill Race Park Amphitheatre)
• Hespeler Village Music Festival (July 9 – Forbes Park)
• Cambridge Scottish Festival (July 15-16 – Churchill Park)
• Forbes Park Movie Night (Aug. 18 – Forbes Park)

Nothing represents summer more than a barbecue.

The smell of food cooking on the grill and the sounds of the outdoors are a feast for the senses, especially on a warm and sunny afternoon.

But for many, good food is not the only reason barbecues are so popular.

“A barbecue is a meal that everyone can enjoy,” says Steve Varnasidis, General Manager of Q BBQ Public House in Cambridge, who has spent 25 years cooking on just about every surface possible. “It brings people together.”

James Empringham, Chef De Cuisine at Cambridge Hotel & Conference Centre, agrees.

“I think for myself and a lot of other people, the biggest attraction to BBQ, like any other food, is the social interaction,” he says, adding ‘breaking bread’ or this case beef, pork, seafood or chicken, is important. “It’s that aspect of standing around a BBQ, smelling that delicious food while in the company of friends and family on a hot summer day.”

The Farm Boy Product Development Chefs (Maria Garza, Liam Fulcher and John Cadieux) also agree and say not ‘heating up’ the kitchen is another big attraction to heading outdoors.

“It’s an easy clean up and the ability to cook many different foods at the same time,” says Farm Boy’s Maria Garza.

However, when it comes to barbecuing, there can be so many questions  surrounding not only what to put on the grill, but how to cook it?

So, we asked these local barbecue experts a few questions to help you host the best barbecue possible this summer:

1. Does the heat source matter?

* According to the Farm Boy chefs, the answer is yes since – gas vs charcoal vs wood – all give a slightly different taste profile. “For the novice, gas would be the easiest and most convenient way to grill, whereas charcoal or wood require a bit more know-how so you can regulate temperatures correctly,” says Liam Fulcher.

* For Todd Diamond, Director of Food & Beverages at Bingemans, using the proper heat source is imperative. “Ultimately, there are a number of different ways to approach a BBQ and a variety of different preparations for the meal,” he says. “The important part is matching them together to produce the best results.”

* When it comes to producing the best results, Steve at Q BBQ Public House says wood is a great heat source. “I like to mix fruit wood, like apple or cherry, and then mix it with maple or oak which are more readily available around here.”

* James and his colleague Nick Ruthardt from Cambridge Hotel & Conference Centre say flavour is everything and the right heat source can help. “Charcoal briquettes are one of the most popular heat sources and they can provide a wonderful grilled flavour. Then as you get more into BBQ and adventurous, you can start to also play around with smoking with woodchips and the different flavours they can add to the cooking process.”

2. What is the best thing to cook on a barbecue?

* Pork is great thing to cook on the barbecue according to Todd at Bingemans. “But I really believe the very best thing to cook is whatever you are working with on any given day,” he says. “It’s about the amazing variety of incredible meals that you can prepare, just don’t be afraid to try something new.”

* James and Nick Ruthardt also believe the possibilities are endless, including various meats, seafood, and all sorts of vegetables. “Once you dive down into it, there really isn’t much you can’t do on a BBQ or with a smoker,” says James. “Yes, some of these things take a little bit more practice than others to really get them down to perfection, but BBQ really does have a little bit of something for everyone.”

* Farm Boy Flattened chicken receives top marks from both the Farm Boy chefs and cooks up fast and crispy, while remaining moist.

* Steve at Q BBQ Public House also agrees that flattened chicken is great, providing it’s well marinated and basted on the grill.

3. What can be the most difficult thing to cook on a barbecue?

* For the Farm Boy chefs, they say fish and seafood can be a difficult because it can stick to the grates and can easily be overcooked. “Same applies to seafood, because it cooks so fast, you have to be careful not to overcook,” says John Cadieux.

* For Steve at Q BBQ Public House, he says cooking the perfect steak can often prove difficult. “If you’re not an expert barbecue or griller, it can be really challenging,” he says.

* For James and Nick, they insist brisket is the hardest thing on a BBQ to get done properly. “It’s hard cut of meat to get tender because it’s a very fatty piece of meat and takes a very long time for the collagens to break down so that it is super tender,” says James. “When cooking brisket, it is definitely a long game and can’t be rushed.”

* Todd at Bingeman  jokes that dessert is the toughest thing to barbecue.

4. What is the easiest thing a novice can cook on the barbecue?

* When it comes to simplicity, Steve at Q BBQ Public House says a really tasty homemade burger is a great thing for a novice to try. “Grill up some portobello mushrooms and put them on top, or some bacon or pineapple,” he suggests. “It’s delicious and everybody appreciates a good homemade burger.”

* The Farm Boy chefs agree and say the Farm Boy gourmet burgers are quick and easy. As well, they recommend the Farm Boy mesquite chicken wings and all beef frankfurters.

* James and Nick recommend trying some pulled pork, if a nice bone in pork shoulder slice of meat can be used. “The key to pulled pork is low and slow. One the pork shoulder is on the BBQ, all that has to be done is wait,” says James. “Fun fact, when people refer to a ‘pork butt’, they are actually referring to the widest part of the shoulder.”

* When it comes to something simple, Bingemans’ Todd Diamond also says pork chops are easy to whip up.

5. What are the most common mistakes you can make barbecuing?

* The Farm Boy chefs say not planning ahead is a big problem and that lighting the charcoal or wood far too late doesn’t allow the barbecue to property heat up. As well, not cleaning and greasing the grates is another mistake.

* James and Nick agree. “Starting with a grill that isn’t up to temperature will result in either burned food, undercooked food or food that just won’t come unstuck from the grill,” says James. “Another mistake I see often is people opening the lid way too much. It’s important to keep the lid shut.”

* Using a fatty slice of meat is another mistake says Steve at Q BBQ Public House, when it comes to barbecuing. He says fatty meat can lead to a great deal of smoke and flame ups.

* For Todd at Bingemans, he says using lighter fluid is a big no-no and must be avoided.  “Don’t use too much heat,” he says.

A few tips from the experts:

• Don’t use too much heat
• Be creative with veggies
• Know your equipment inside and out
• Don’t move the food around
• ‘Rest’ all the meat
• Cook food in order of how long things take to cook
• Don’t forget the wine/beer