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Headwaters Tourism

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Destination Marketing Organization, budget less than 0.5M

Headwaters Tourism is the provincial and national award-winning DMO, Destination Management/Marketing Organization for the Headwaters region of Ontario, providing tourism services on behalf of the regional tourism industry and on behalf of our municipal partners in Dufferin County and the Towns of Caledon, Mono, Shelburne & Erin. Vision: To position Headwaters as Ontario’s premier rural tourism destination.

Mission: To integrate tourism into the regional economic development strategies of our partner municipalities, helping to build a robust and thriving tourism industry by working directly with tourism stakeholders across the region. Key areas of focus include: • Product and Destination Development • Marketing & communications • Toruism industry capacity development • Advocacy & partnership development • Industry engagement & communications • Municipal economic development integration • Provincial tourism integration & liaison

While the organization has evolved over the years, the primary goal is still the same: to work on behalf of and in conjunction with our partners and regional tourism operators to support tourism that is consistent with the region’s rural heritage, respectful of its extraordinary natural environment and that promotes its spirit of community.

Headwaters Tourism strongly advocates for regional collaboration in all their undertakings, understanding that an integrated approach allows individual businesses, groups, committees, communities and municipalities to expand their reach and leverage their impact in the marketplace.

Much of the work being done by Headwaters Tourism supports a larger regional vision to support regional economic development and to work with industry and municipal partners to enhance and grow capacity, thereby helping to ensure viable and sustainable communities. Headwaters Tourism continually identifies and implements synergies with a variety of public and private sector partners to leverage available resources and expand the reach of the programming available. As part of the organization’s strategic paradigm shift, Headwaters Tourism has rebranded and developed and implemented a business and marketing strategy that focuses on the region’s most valuable assets – the people, the communities & the region’s natural and agricultural heritage. This strategic realignment and positioning has been exceptionally well received and has helped to increase “pride of place” among municipal leaders and business operators, community members and visitors alike. This new market positioning is garnering regional & provincial recognition and is the foundation for stimulating and increasing the economic impact of the tourism sector for the Headwaters communities in the Town of Caledon, the County of Dufferin and the Town of Erin.

CANADIAN TOURISM AWARDS (November 2016) • WINNER - The Visa Canada Innovator of the Year Award for the Headwaters Parade of Horses

ECONOMIC DEVELOPERS’ ASSOCIATION OF CANADA – MARKETING CANADA AWARDS • WINNER – Brand Identity (2017) Headwaters: Where Ontario Gets Real

ECONOMIC DEVELOPERS’ COUNCIL OF ONTARIO – AWARDS OF EXCELLENCE • WINNER - Regional & Cross-Border Collaboration (2017) Headwaters: Evolution of a Centre of Equine Excellence Through Regional Collaboration

• WINNER – Best Publication (Print or Electronic) (2017) Headwaters 2016 Four-Season Visitors’ Guide

• WINNER – Best Publication (Print or Electronic) (2016) Headwaters 2015 Four-Season Visitors’ Guide

• HONOURABLE MENTION - Collaboration & Partnership Awards (2017) Headwaters Parade of Horses – Pan Am Legacy Project

• TWO-TIME FINALIST – Lieutenant Governor’s Award for Marketing Excellence (2017) o Headwaters 2016 Four-Season Visitors’ Guide o Headwaters: Evolution of a Centre of Equine Excellence

ONTARIO TOURISM AWARDS OF EXCELLENCE (November 2016) • WINNER - Tourism Marketing Campaign Under $25K for the Headwaters: Where Ontario Gets Real brand launch • WINNER - Tourism Print Collateral Award for the Headwaters 2015 Four-Season Visitors’ Guide • WINNER - Tourism Innovator of the Year for the Headwaters Parade of Horses • ECONOMIC DEVELOPERS’ COUNCIL OF ONTARIO – AWARDS OF EXCELLENCE (February 2017) • WINNER - Regional & Cross-Border Collaboration for Headwaters: Evolution of a Centre of Equine Excellence Through Regional Collaboration • WINNER – Best Publication (Print or Electronic) – Headwaters 2016 Four-Season Visitors’ Guide • HONOURABLE MENTION - Collaboration & Partnership Awards- Public Private Partnership for Headwaters Parade of Horses – Pan Am Legacy Project • TWO-TIME FINALIST – Lieutenant Governor’s Award for Marketing Excellence: o Headwaters 2016 Four-Season Visitors’ Guide o Headwaters: Evolution of a Centre of Equine Excellence