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Learn more about Chamber Circles for Women and Entrepreneurs
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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:
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Brian Rodnick 214 October 7, 2024 |
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Greg Durocher 41 July 28, 2023 |
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Canadian Chamber of Commerce 24 January 29, 2021 |
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Cambridge Chamber 2 March 27, 2020 |
750 Hespeler Road Cambridge, ON N3H 5L8
Phone: 519-622-2221
Fax: 519-622-0177
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