Tourist season forecast is positivity with uncertainty

Councillors have endorsed the County’s 2025 Tourism Management Plan, including how the approved budget of $240,750 would be used in 2025.

Julianne Snepsts, Programs Supervisor with Community Services, Programs and Initiatives, presented the Tourism Management Plan (TMP) and Municipal Accommodations Tax (MAT) consultation report to Committee of the Whole, Thursday. It moves to council for final approval.

The report recommends public consultation on managing the municipal portion of MAT revenues to help council decide on the best ways to spend the fund in future.

“In previous years, a portion of the municipal share of the MAT was transferred to the Reserve for Roads Construction to improve roads heavily used by tourists ($220,000 in 2022, $700,000 in 2023, and $419,000 in 2024). A smaller portion (approximately $120,000 annually) has been allocated to fund annual Tourism Management Plans (TMP), which support summer service enhancements (bylaw, parks, outdoor staffing, and supplies), and special projects.”

Councillor Janice Maynard stated she wants to see the funds continue to support infrastructure, mainly roads, which will benefit both residents, and tourists, and leave costs directly supporting tourism to the tourist associations that also share in MAT funds.

“You don’t have to go very far off of any of the few highways to understand the depth and breadth of the infrastructure issues we have… We are in a critical deficit on that.”

Councillor Sam Branderhorst confirmed with Snepsts, that a youth component would be included in consultation, as well as conversation with the agricultural community. Branderhorst seeks a ‘Drive Safe’ campaign focused on things like what slow-moving vehicles are; ATVs on the side of the roads and safety passing vehicles.

The County first created the TMP as a tool to manage heavy tourism experienced during the COVID-19 pandemic, and she notes it has “become a valuable tool for co-ordinating summer service levels.”

“This season’s outlook, her report stated, suggests positivity with uncertainty.

“Preliminary data from tourism partners and municipal sources suggest a positive outlook for the 2025 summer tourism season,” states Snepsts. “Overnight accommodation bookings for summer 2025 increased by up to 40 per cent compared to similar periods in 2024.

“However, there are still uncertainties regarding the impact of tariffs and cross-border tensions on the local tourism economy. On the one hand, Canadian travelers might prefer to vacation locally rather than travel to the United States of America, and a weak Canadian dollar could attract international visitors to destinations like the County. On the other hand, the political climate might deter American visitors, and a recession caused by tariffs could discourage Ontarians from travelling, even close to home.”

Councillor Corey Engelsdorfer says he’s hearing from businesses that “it’s a wait and see year” especially with the main road at Wellington closed. He seeks planning for any scenario where people cannot get through Wellington, or use the Millennium Trail there.

Snepsts suggested conversation with the tourism association Visit the County for messaging related to Wellington. She also noting that due to the uncertainties, a $12,750 contingency is to be set aside to respond to things like signage, or any emerging service needs due to a greater volume of visitors (i.e. additional garbage bins, temporary washrooms, barricades/bollards or emergency staffing etc.)

With funding from the federal and provincial governments, the County will be installing new fast-charging electric vehicle charges in the King Street parking lot in Picton – to be in use by May. The user fee is proposed at $20 per hour which includes cost recovery of the electricity, as well as the charging network and payment processing fees. (Other municipalities have fees ranging from $15 to $21 per hour).

Council in February voted to seek a County Transit / Belleville Transit two system pass. Consultation continues with business, local groups and organizations and youth to gain insights into needs. Council approved inclusion to the fees and charges bylaw to be amended.

Previous council-approved projects

Council had approved three projects in the 2025 budget, including continuation of the Uride ride-hailing service until Dec. 31 to include up to five cars per day during peak summer season. An expression of interest is to be published this year to explore other ride-hailing partnership options as staff are also working on a transit strategy refresh.

The first round of the PEC Arts Fund $50,000 grant through the County Foundation is to be announced before May.

The seasonal washroom service ($30,000) has staff across multiple departments co-ordinate having washrooms at boat launches, municipal parks and other outdoor amenities throughout the County – including several accessible washrooms.

​Continuing projects

The municipality started the Millennium Trail invasive species removal program ($7,500) in 2024, treating more than 71kms and spot removals in 196 locations.

Signs and communications ($15,000) are to continue with renewal, replacement and addition of wayfinding and regulatory signs. In 2025, staff anticipate improvements to seasonal wayfinding signage in commercial areas, costs related to the MAT consultation, and a series of smaller signage upgrades and projects.

Funding was used in 2024 to install 19 new accessible parking spaces on Main Streets, municipal parking lots and Wellington Rotary Beach. Funds are being allocated to projects in consultation with the Accessibility Advisory Committee ($7,500).

In 2024, the County bought a shipping container which was converted into a parks and washrooms service depot located at the Wellington arena. Snepsts noted this centralized supplies, improved response times and reduced travel costs related to service in the western County areas. A second, smaller depot in the Picton area will be funded in part through the 2025 TMP ($3,000).

New projects
The summer transit enhancement ($35,000) proposes working with private sector partners (including Base31) to seek an initial design of a route that connects Bloomfield to Belleville on Friday evenings and on Saturdays and Sundays to support people coming into the County for work, or for car-free tourism.

“This would connect with a route that travels between Wellington, Bloomfield, Picton and Base31 (to move residents and visitors between the major commercial areas and provide a safe ride to/from events, dinner, etc.).

“Staff estimate that the cost of this program would be between $35,000 and $50,000 depending on service times and dates. The final scope of the program will depend on financial contributions from private sector partners,” reported Snepsts. “This service proposal will be refined in consultation with interested businesses in April, then launched in June. Fare revenues from the program would remain with the municipality, and ridership data and rider feedback collected through this service enhancement would contribute to the Transit Strategy Refresh project that is underway.”

A grant of $50,000 would see the economic development office partner with the Chamber of Commerce and Visit the County on a funding proposal to FedDev Ontario for a three-year program called Made in The County.

“The outcome of the funding application is unknown at the time of writing, but if successful, the program would require a contribution from the municipality of $50,000 in 2025, $40,000 in 2026 and $30,000 in 2027,” she noted. “Staff are proposing this grant leverage be funded through MAT and the Tourism Management Plan. Visit The County has also committed $20,000 cash funding to this program over the three years.”

Among objectives, the Made in The County program is to encourage shopping locally, develop an instantly recognizable brand identity and certification for products made here, developing shared marketing campaigns and enabling businesses to support one another.

Should the application to FedDev not be successful, the funds would remain in the MAT reserve until another funding source for the program is identified.