Creating Impact Together

The St. Catharines Lincoln Destination Partnership (STCLDP) exemplifies the power of collaboration between municipalities, economic development offices, and external organizations in driving regional prosperity. Launched in 2023 and formally approved by both councils in 2024, this partnership unites the City of St. Catharines and the Town of Lincoln under a shared vision: to position Niagara’s urban and rural destinations as vibrant, sustainable tourism hubs that support the local economy and enrich community life.

This collaboration established a coordinated marketing, development, and placemaking strategy that has measurably advanced regional tourism. The partners engaged with key organizations, including accommodation providers, craft beverage producers, culinary leaders, and non-profit arts and heritage groups, anchoring the initiative in community priorities and sector expertise.

A major outcome has been the creation of a cohesive destination marketing approach that celebrates both St. Catharines’ dynamic urban offerings and Lincoln’s agricultural heritage. This unified narrative supports tourism operators, enhances visitor experiences, and encourages exploration across municipal boundaries.

The partnership also developed shared processes to improve marketing efficiency, reduce duplication, and measure impact more effectively. A joint content strategy and campaign calendar enabled coordinated promotion of culinary, heritage, and agritourism experiences, generating over 40 million impressions across digital and traditional channels in under 12 months. This streamlined approach delivered significant cost savings over previous, siloed campaigns.

A critical enabler of sustainability has been the introduction of the Municipal Accommodation Tax (MAT) in both municipalities. This dedicated revenue stream establishes stable funding to reinvest in tourism marketing, development initiatives, and visitor services. As visitation grows, so does capacity to sustain and expand programs, reducing reliance on grants and creating a predictable foundation for the partnership’s core activities.

The partnership has also successfully leveraged external funding and regional support to advance its goals. STCLDP received funding through the federal Tourism Growth Program to complete foundational projects. With support from Niagara Region Economic Development, the partners are developing a Destination Management Plan and Economic Impact Study to guide future investment, policy, and programming. An integrated Marketing and Communications (MARCOM) Plan is also in development to ensure consistent storytelling and sustained engagement.

All participating organizations contributed resources, leadership, and expertise to co-create these outcomes. Municipal councils endorsed the strategy, with staff working as a unified team on project management, content creation, stakeholder engagement, and performance measurement.

This partnership proves that when municipalities, economic development offices, and community organizations unite around a shared goal, they can achieve far more than anyone could alone. The initiative has improved service to tourism stakeholders and delivered measurable economic results, including increased visitation, stronger brand recognition, and enhanced regional collaboration.

By fostering trust, transparency, and a shared vision—supported by sustainable Municipal Accommodation Tax funding—the STCLDP offers a replicable model for rural-urban cooperation and highlights the power of collective action in driving economic development.