Peterborough city council has endorsed a new tourism strategy aimed at strengthening the city’s position as a destination for visitors while supporting long-term economic growth and community well-being.
Council approved the report, Discover Peterborough: Tourism Growth Strategy, which will serve as the roadmap for tourism development and promotion through 2030.
The strategy is the first tourism plan developed specifically for the City of Peterborough and comes after the municipality brought tourism services in-house on Jan. 1, 2025.
City officials say the strategy is designed to guide tourism service delivery and help shape how Peterborough is marketed to visitors in the years ahead.
The plan focuses on responding to a rapidly changing tourism landscape while balancing sustainability, community priorities and event-based tourism opportunities.
According to the report, the framework is intended to be implementation-focused, providing direction on tourism objectives, growth opportunities and promotional activities through the end of the decade.
The strategy also aims to strengthen Peterborough’s profile as a destination of choice for visitors while ensuring tourism growth aligns with broader community goals.
Council’s endorsement clears the way for city staff to begin implementing the recommendations and priorities outlined in the strategy as Peterborough looks to expand its tourism sector and visitor economy over the next five years.
