Leverage Your Resources: Expanding Your Marketing Reach in Ontario's Highlands

Tourism season is right around the corner, and here at the Ontario’s Highlands Tourism Organization (OHTO), we looking forward to supporting tourism partners and operators in achieving one of the most successful tourism years yet.  Before the season gets into high gear, now is the time to think about maximizing industry connections and programs that can help in sharing the message about your offerings and everything our region has to offer. 

Expanding your marketing reach means increasing brand awareness, reaching new audiences, maximizing new opportunities to grow and expand, and optimizing your business potential. In Ontario’s Highlands there are a number of opportunities for operators to enhance visibility – read one for three powerful ways you can expand your marketing reach and position your business for success in 2025. 

#1: Tap into the Motorcycle Tourism Market

Ontario’s Highlands is a premier destination for motorcycle tourism, and Ride the Highlands is a well-established marketing product designed to promote the region’s incredible riding routes and developed and funded by OHTO. 

Motorcycle tourism is a growing segment and a $1.5 billion Canadian industry. By aligning your business with Ride the Highlands, you’re putting yourself in front of an engaged, high-spending audience that values the experiences you offer, and at no cost to yourself. 

If your business caters to travelers—whether through accommodations, dining, attractions, or fuel stops—you can take advantage of this targeted platform to reach motorcyclists actively looking for places to stay and visit.

Why join Ride the Highlands?

• Tap into a passionate community of riders looking for scenic routes, accommodations, and dining options.
• Be featured on ridethehighlands.ca, a popular platform that attracts thousands of motorcyclists planning their trips.
• Leverage marketing materials and itineraries designed to drive more traffic to your business.
• Participate in promotional campaigns that target riders across Ontario, Quebec, and the U.S.
• Gain exposure through a dedicated website that attracts thousands of motorcyclists annually.
• Get listed on the Ride the Highlands map, which is a go-to resource for riders planning their trips.
• Leverage Ride the Highlands’ social media and marketing campaigns designed to bring riders to the region.
• Receive Ride the Highlands branding, which signals to motorcyclists that your business is biker-friendly.

Get the inside scoop on why you should join Ride the Highlands and the steps it takes by watching OHTO's Ride the Highlands 101 webinar with the experts from BC Hughes. Let OHTO do the heavy lifting – sign up as a motorcycle friendly destination and enjoy the ride with Ride the Highlands. 

#2: Connect with International Tour Operators

The travel trade industry plays a crucial role in bringing international and domestic visitors to Ontario. By working with travel trade partners, like OHTO's award winning Travel Trade Program (OH Travel Trade), tourism operators can gain access to tour operators and travel agencies that help book group and individual travel experiences.

Why consider the Travel Trade market?

• Expand into global markets by having your business included in travel packages marketed to international tourists.
• Build relationships with tour operators who bring groups and FIT (fully independent travelers) to your region.
• Be featured in travel itineraries and promotions shared by tourism boards and industry partners.
• Attend travel trade shows and participate in familiarization (FAM) tours that introduce your business to key decision-makers in the tourism sector.

Travel trade partnerships allow you to tap into established distribution networks, bringing in more visitors without having to market directly to individual travelers.

#3: Show Your Commitment to Inclusivity

In today’s world, inclusivity is not just an essential part of modern tourism – it’s also the right thing to do for yourself, your business, and your community. Rainbow Registered is a national accreditation program that recognizes businesses committed to providing a welcoming and inclusive environment for 2SLGBTQ+ travelers. 

By becoming Rainbow Registered, businesses demonstrate their support for inclusivity while expanding their marketing reach to a growing segment of travelers who prioritize inclusive destinations.

Why become Rainbow Registered?

• Enhance your reputation by showing that your business is a safe and welcoming space for diverse visitors.
• Gain recognition through a national directory that helps travelers find inclusive businesses.
• Access training and resources to ensure staff are knowledgeable and prepared to provide an exceptional experience for all guests.
• Leverage marketing opportunities that highlight your commitment to diversity and inclusion.
• Your business will be listed in the Rainbow Registered directory, a trusted resource for 2SLGBTQ+ travelers seeking inclusive experiences.
• You’ll receive marketing assets and branding to showcase your commitment to diversity.
• It strengthens your reputation as a progressive and welcoming business, which appeals to both visitors and employees.

More than ever, travelers are making decisions based on inclusivity and representation. Learn more about the benefits of becoming Rainbow Registered and how to do so by taking OHTO's free course on becoming a 2SLGBTQIA+ welcoming business. Login or register for OHTO's free member portal to access the course by clicking here. 

By becoming Rainbow Registered, you align your business with a movement that prioritizes safe and welcoming experiences, ultimately broadening your customer base.

Take the Next Step to Expand Your Reach

Let us help you! At OHTO we consider your success to be our success, and are here to help your business grow and meet challenges head on for long-term success. By leveraging Ride the Highlands, accessing travel trade partnerships, and becoming Rainbow Registered, you can strengthen your presence in Ontario’s Highlands’ thriving tourism industry.

For more information on these and other marketing initiatives by contacting OHTO's Marketing Director, Luisa Sorrentino, at luisa.sorrentino@ohto.ca.