Tourism Strategy

Southwest Ontario Tourism Corporation (SWOTC) Strategy

Transforming SWOTC into a World-Class RTO – Strategic Plan for 2018-2020


Strategic Market Sectors & Marketing Target Markets

SWOTC’s Strategic Market Sectors are Culinary, including Wine & Craft Beer, Waterfront, and Significant Event Opportunities. These sectors were chosen as a result of recent, in-depth research including the following:


1. ‘Recent Research’, dominated by the results of the Ontario Tourism Marketing Partnership Corporation (OTMPC)/RTO-funded Consumer Insight Research project completed by TNS, and supplemented with up-to-date website traffic statistics from our consumer website.

2. TNT Priority Projects’, a review of selected consultant reports completed under the direction of the Transition Network Team in 2011.

3. ‘Other Research’, largely aligned by tourism industry sub-sector from a wide variety of sources.


To see more information in regards to this research, please refer to the 3 Year Strategy document referenced at the top of the page.


The key marketing demographic target markets of SWOTC marketing campaigns are the “travel segments” identified by the Consumer Insight Research done by TNS as the top two segments by share of travel spend: Up & Coming Explorers and Connected Explorers. You can see the demographic profile of each outlined in the 3-year strategy document reference at the top of the page. Both segments have been identified by research to have high interest in outdoors activities, nature sightseeing, culinary, and beaches, all of which were recognized as “core offer attributes” of Ontario’s Southwest.