County staff want all the economic benefits of a tourist economy, while managing demand.
The 2025 Tourism Management Plan, presented to the Committee of the Whole last week by Programs Supervisor Julianne Snepsts, ticks all the boxes for $205,000.
It funds three projects approved in the 2025 budget — Uride Tech, the County Arts Fund, and new washrooms and parking — and proposes to expand last year’s Summer Loop transit service to Wellington and Bellevile.
It also prioritizes a County Made initiative sponsored by the Chamber of Commerce and Visit the County.
The Service Agreement with Uride Tech, the rural ride-share company, is $30,000. It subsidizes drivers’ wages to keep cars available during the peak summer season. Staff are also calling for new ride-hailing partnerships.
The County Foundation’s PEC Arts Fund receives $50,000, funds the Foundation will both match and invest for growth. Arts organizations with innovative programming and events, or wanting to expand their operations, are eligible to apply. The first round of recipients will be announced in May.
Council also approved $30,000 for seasonal and accessible washrooms at parks, boat launches, and other outdoor municipal property, and additional funds for a service depot at the Wellington Community Centre.
A total of 19 accessible parking spaces will be added to Main Streets, municipal parking lots, and Wellington Rotary Beach.
Continuing projects include Millennium Trail invasive species removal, mostly undertaken by volunteers with County-owned tools. New signage will guide tourists around commercial areas.
The Summer Transit Enhancement Plan will offer safe rides on evenings and weekends. After piloting a transit loop between downtown Picton and Base31 last summer, the County wants to expand a seasonal transit service and partner with new businesses. It includes two routes: one from Belleville to Bloomfield, and another connecting Wellington, Bloomfield, Picton, and Base31.
The Chamber of Commerce, Visit the County and the municipality applied for a federal grant to create “Made in the County,” a local branding initiative. The program will increase the visibility of County-made goods, and comes when many consumers are looking to shop Canadian and local.
If the program is funded, the municipality will contribute $50,000. That amount will be reduced by $10,000 each year through 2027.
Finally, a $12,700 contingency fund bolsters resources in case there are many more people than expected this summer. Summer stay bookings have already increased by 40% compared to last year.
The TMP is funded from the Municipal Accommodation Tax, a 4% fee on overnight stays that now yields close to $1.5 million a year in new revenue. Half is allocated to Visit the County and StayPEC, while the other half goes to the municipality — but there is no clear policy governing how it is spent. Staff are planning public consultations to create a MAT spending policy.
The idea of a Management Plan came in 2021, in response to the over-tourism that resulted from pandemic-induced travel restrictions. Now moving out of an emergency response mode, the focus is on creating a sustainable tourism that balances the needs of residents and businesses.
The consultations will start with surveys and move to four in-person focus groups. The aim is to hear from 800-1,000 residents.
Councillor Phil St-Jean commended the broad scope of the consultation plan.
“We don’t just use Have Your Say, which draws one percent of the population. It’s one piece of the puzzle,” he said.
Councillor Janice Maynard suggested a framework to direct MAT revenue to fixing road infrastructure.
“You don’t have to go far off any of the highways to understand the depth and the breadth of our infrastructure needs,” she noted.
Ms. Snepsts said staff will return with recommendations from the public consultations later this year, ahead of 2026 budget talks.
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