Canadian Warplane Heritage Museum
Canadian Warplane Heritage Museum Hamilton

Vision, Mission, Goals

Hamilton Halton Brant Regional Tourism Association's (HHBRTA) geographical area will be recognized as a compelling tourism destination and evolve tourism as a significant economic driver by 2020.

Vision
HHBRTA's vision includes development of the sector for the region to:

  • Become a compelling tourism destination in Ontario based on its unique offerings, marketing and cohesion of the industry in this area and by focusing on tourists travelling between Ontario's two primary tourist destinations (Toronto and Niagara Falls).
  • Establishing the tourism industry in the HHBRTA area as a significant economic driver within the region's economy.

Mission
HHBRTA is an innovative industry partnership committed to collaborative development initiatives that establish the region as a compelling tourism destination through:

  • Product development and marketing of authentic and diverse tourist experiences that generate increased day and overnight visitations and revenues.
  • Opportunities to increase industry capacities, revenues and viability.
  • Building recognition of tourism as a significant regional economic driver and employment generator based on performance measures.
  • Advocacy initiatives on behalf of the tourism industry’s development and investment.

Goals
HHBRTA activities focus on the following goals:

  1. Increasing the proportion of overnight visitors
  2. Increasing the number of same day visitors
  3. Increasing the yield per visitor

These goals will be achieved with the deployment of innovative tools and tactics as part of an integrated marketing and communications plan designed to take advantage of the collective expert resources of tourism industry leaders within the catchment of Hamilton Halton Brant. The HHBRTA Tourism Strategy is building on a body of work accomplished since its inception in 2009. The 2013 strategic plan calls for focus on group tour, outdoor and cultural heritage.

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