The provincial government announced earlier this week that the tourism industry will receive $30 million in funding to provide financial relief to destination marketing organizations across southern Ontario that have experienced significant revenue loss due to the COVID-19 pandemic.
Orillia & Lake Country Tourism, which has marketed the region externally to potential visitors for the past 21 years, will be submitting an application Friday to receive funding, says executive director Kris Puhvel.
“We’ve had some revenue shortfalls because of the lack of advertising. A significant portion of our revenue comes from advertising opportunities, and at this moment advertising has decreased substantially as many businesses are closed,” Puhvel explained.
Orillia & Lake Country Tourism has lost about $30,000 over the past three to four months, estimated Puhvel, noting he is unsure how much of that will be recouped through the financial relief program.
However, he said any funding from the province will be helpful.
“It’s essential that tourism is funded so we are able to support this very valuable industry in our region,” Puhvel said, noting about 1.8 million people are employed by the tourism sector in Canada.
Puhvel says Orillia & Lake Country Tourism plan to use the funding, if successful in their application, to develop a "robust marketing plan to attract people to visit our region once it’s safe to do so."
For now, the focus for Puhvel and his staff is on their digital campaign that encourages local residents to shop local and support local businesses.
“We are giving local residents information on what is open and encouraging them to support local business,” Puhvel explained.
As local businesses such as golf courses and marinas open up, Lake Country has been advertising them through social media, blogs, and by spreading the word around the community.
However, local tourism destinations such as resorts are still waiting for the green light from the provincial government.
“I think it might be delayed a bit longer with the state of emergency (extended until the end of June). I do know that resorts that are open are taking all safety measures seriously to ensure the safety of their guests,” Puhvel said.
Once travel restrictions are lifted, Puhvel expects many out-of-towners to flock to the region.
“I think there will be a yearning for people to get out once the travel restrictions are lifted,” he said.
However, Puhvel fears that it will be difficult for local tourist destinations and attractions to make up for lost revenue during the busiest months of the year.
“Most of the revenue in this region is made in July and August so it will be very difficult to make up that shortfall,” he explained.
The financial relief is expected to arrive in the hands of Orillia & Lake Country Tourism by the end of June if their application is successful. Until then they will continue to rely on continued community support.
“We have great support from our municipalities, our stakeholders and operators that allow us to be here and serve our community the best we can,” Puhvel said.
