Assessing tourism potential of equine industry

The Hills of Headwaters Tourism Association, with support from the Ontario Ministry of Tourism's Investment Development Office and the Ontario Trillium Foundation, is embarking on a comprehensive research study to assess the tourism potential of the equestrian sector within the Hills of Headwaters region.

Research indicates that a tourism destination's success in a competitive marketplace requires it to offer distinctive experiences tied to resources or programs unique to that destination. With more than

300 equestrian operators located in the Hills of Headwaters region, ranging from boarding stables to breeding farms to first-rate event facilities, equine in the hills is indeed intrinsic to the fabric of the region, providing an experience that no other destination in Ontario can lay claim.

In order to investigate further the potential for an equestrian tourism experience, the Hills of Headwaters Tourism Association has engaged the firm of Mitchell Westlake to undertake a comprehensive assessment of the local equine industry. Using both

primary and secondary research, Mitchell Westlake will asses the tourism potential of the local equine sector, taking into consideration current tourism trends in Ontario, nationally and worldwide. Their report, expected to be completed by the end of the year, will provide recommendations for the development and marketing of the equine sector as a tourism generator for the Hills of Headwaters region.

Over the next few weeks Mitchell Westlake will be contacting, either directly or via email, the equine operators within the region

to obtain their input and to assess their interest and/or market readiness to develop the equine tourism experience.

All stakeholders and equine operators within the Hills of Headwaters region are encouraged to participate either through the survey process or by contacting Mitchell Westlake directly at 905- 468-5206.

The Ontario Ministry of Tourism has shown great interest in the development of the Hills of Headwaters region as an Ontario equestrian tourism destination. The feasibility study will provide the Tourism Association and the equine stakeholders with the market research, rationale and recommended approach for embarking on this most exciting project. For further information

please contact Lisa Hohban Brusse, executive director, The Hills of Headwaters Tourism Association, 519- 942-0314/1-800-332-9744, lbrusse@thehillsofheadwate rs.com or visit www.thehillsofheadwaters.c om.