The Ontario government has launched the Destination Niagara Strategy, a multibillion-dollar plan aimed at positioning the Niagara Region as a world-renowned tourism destination while supporting local businesses, creating jobs and strengthening the provincial economy.
The strategy targets the creation of new attractions, expanded cultural offerings and major transportation upgrades, with the goal of attracting 25 million visitors annually and doubling the region’s tourism impact.
The government estimates the plan could generate an additional $3 billion annually for Ontario’s gross domestic product.
Premier Doug Ford said the initiative is designed to unlock Niagara’s full tourism potential, building on its global profile anchored by Niagara Falls, while expanding opportunities for families, workers and visitors from around the world.
The plan focuses on five key pillars: tourism attractions, gaming, wine and culinary tourism, arts and culture, and transportation development.
Under the tourism attractions pillar, the province is pursuing new visitor experiences aimed at encouraging longer stays.
Projects already underway include the redevelopment of the Toronto Power Generating Station into a boutique hotel, while potential future developments include a theme park, an observation wheel, redevelopment of the Ontario Power Generating Station and revitalization of the Niagara Parks marina.
The strategy also explores the expansion of world-class gaming, building on existing casino operations to potentially support multiple premier gaming destinations, alongside new hotels, entertainment venues and dining options.
Wine and culinary tourism will be strengthened through expanded promotion of Niagara’s agritourism sector, which includes internationally recognized wineries, restaurants and beverage producers.
Arts and culture investments will support iconic institutions such as the Shaw Festival, along with heritage sites and cultural venues across the region.
Transportation improvements form a central component of the strategy. Planned and proposed initiatives include expanding the Queen Elizabeth Way in Niagara, twinning the Garden City Skyway, increasing GO Transit service, and improving air access through the Niagara District Airport.
The government is also exploring a Niagara River Line attraction, a fully accessible, all-season automated electric tram running through Queen Victoria Park with views of Niagara Falls.
Minister of Tourism, Culture and Gaming Stan Cho said the strategy aims to protect Niagara’s globally recognized tourism sector while strengthening the region’s role as a key economic engine for Ontario.
Building on the Niagara Takes Flight attraction, the province is working with Niagara Parks to identify private-sector partnerships and expand tourism offerings.
Niagara Parks will launch procurement processes to develop a new observation wheel, redevelop the historic Ontario Power Generating Station, and revitalize the Niagara Parks Marina at Miller’s Creek.
In addition, the province has issued a Request for Information to explore options for a new signature theme park attraction.
The government noted that Niagara Region currently welcomes more than 13 million visitors annually and supports over 40,000 jobs through a $3-billion tourism industry, representing six per cent of the region’s GDP.
Recent investments highlighted by the province include $35 million toward the Shaw Festival’s Royal George Theatre rebuild, more than $1 million for regional festivals and events, and a $300-million private-sector redevelopment of the Toronto Power Generating Station.
Since opening in August, the Niagara Takes Flight attraction has welcomed more than 120,000 visitors and generated nearly $3.5 million in gross revenue.
Officials said the Destination Niagara Strategy is intended to support long-term, four-season tourism growth while improving access, infrastructure and economic opportunities across the region.
