Project Goal and Objectives

Project Goal

By the end of April 2026, the City of Peterborough will have a comprehensive framework for guiding the strategic and sustainable development of Peterborough as a destination. This community-informed and data-driven tourism strategy will provide City staff with a roadmap for collaborating on tourism development, management, and marketing across departments and with external partners.

Project Objectives

In working towards this goal, the strategy development process will seek to:

• Define a clear and collective vision for tourism that is informed by those who will bring it to life, and principles to guide the process.
• Meaningfully engage a breadth and diversity of ecosystem actors, i.e., key interest groups while growing awareness about the value of tourism to Peterborough.
• Identify key tourism assets, experiences, and infrastructure that can be leveraged in destination development efforts, and gaps related to these that may point to opportunities.
• Confirm value propositions and unique points of differentiation that will help to position the Peterborough as a welcoming, inclusive, and growing four-season destination of choice.
• Identify target markets and segments that will maximize the value that visitation can bring to Peterborough.
• Determine how to optimize capitals and resources, including criteria and protocols for the use of MAT.
• Explore Peterborough’s partnership network, including exploring how tourism is connected to different areas of work at the City, and understand how best to collaborate and create synergy within it.
• Identify development, management, and promotional (marketing) strategies that will ensure Peterborough is able to attract, welcome, and host visitors is a manner that creates net positive impact for the community.
• Design the framework for monitoring and evaluating the implementation of the City of Peterborough Tourism Strategy.