Tourism Gravenhurst, Gravenhurst Chamber of Commerce, and Explorers’ Edge Announce New Partnership to Advance Experience-Led Tourism Development
FOR IMMEDIATE RELEASE
GRAVENHURST, ON — Tourism Gravenhurst, the Gravenhurst Chamber of Commerce, and Explorers’ Edge are pleased to announce a new strategic partnership focused on strengthening Gravenhurst’s visitor economy through experience-led tourism development, bookable packages, business collaboration, and research-driven decision-making.
The partnership is designed to increase overnight visitation, visitor spending, and year-round tourism activity while helping local businesses create compelling experiences that respond to changing traveller expectations.
As part of the project rollout, Gravenhurst tourism stakeholders are invited to attend one of two information sessions on Thursday, June 4, 2026, at Taboo Resort. These sessions will provide an overview of the partnership, project goals, how businesses can participate, and the next steps as Gravenhurst begins developing experience-led tourism packages and supporting research tools.
Stakeholders can learn more here: https://explorersedge.ca/resources/tourism-gravenhurst-explorers-edge-partnership/
Through this collaboration, Tourism Gravenhurst, the Gravenhurst Chamber of Commerce, and Explorers’ Edge will work together to support the development of market-ready tourism products and packages, deliver business co-creation opportunities, align funding and marketing efforts, and measure results using tools such as visitor exit surveys, occupancy insights, travel behaviour via geofencing, sales outcomes, and website analytics.
Together, these tools will help build a stronger understanding of how tourism initiatives influence travel planning, booking behaviour, length of stay, spending, and seasonal travel patterns.
A key part of the partnership is the Gravenhurst Chamber of Commerce’s role in helping lead local tourism research, analytics, and business-facing communication. This includes supporting the collection and interpretation of visitor data and helping connect tourism-related updates and insights to front-line workers and business owners. By strengthening the local flow of information, the partnership aims to provide Gravenhurst with a more realistic and coordinated picture of the health of its tourism economy.
The partnership will also explore how emerging transportation options can be leveraged to support tourism package development and improve visitor access to Gravenhurst. By capitalizing on new transportation connections and integrating them into bookable experiences where appropriate, the initiative aims to make travel to Gravenhurst more seamless while opening the door to new overnight and shoulder-season travel opportunities.
“This partnership reflects the kind of collaborative, outcomes-focused work that is needed to grow rural tourism in a meaningful way,” said James Murphy, CEO of Explorers’ Edge. “Together with Tourism Gravenhurst, the Chamber, and local businesses, we are working to create distinctive, bookable experiences that encourage overnight stays, generate measurable economic impact, and position Gravenhurst to capitalize on evolving traveller behaviour, including the growing importance of transportation access and convenience.”
The partnership includes a combined investment of $45,000, with Tourism Gravenhurst contributing $25,000 and Explorers’ Edge contributing $20,000. Planned activities include product and packaging co-creation labs, consumer-facing marketing, business-to-business communications, consumer insights and revenue analytics, and seasonal performance review and planning.
“Gravenhurst has incredible tourism assets, businesses, and experiences, and this partnership is about bringing those strengths together in a more coordinated and strategic way,” said Amy Taylor, Manager of Economic Development, Gravenhurst. “This work will help us not only strengthen what Gravenhurst already offers, but also better connect those experiences to changing traveller needs, including how visitors access and move through our community.”
“Gravenhurst Chamber of Commerce is pleased to be part of this partnership and to help strengthen how visitor information, business insights, and tourism communication are shared across our community,” said Meghan Pratt, Executive Director of the Gravenhurst Chamber of Commerce. “By playing a lead role in areas such as visitor research, analytics, and business-facing communication, the Chamber can help ensure Gravenhurst has a clearer picture of visitor activity and tourism performance. This partnership creates an opportunity to better connect data, local business needs, and destination development in a way that supports informed decision-making and a stronger visitor economy.”
Local accommodation and tourism operators are expected to play an important role in shaping and delivering the experiences that emerge from the initiative. Potential package themes identified in the partnership brief include culinary and agri-tourism, outdoor and active experiences, pet-friendly offerings, and Indigenous-led cultural experiences, all supported through stronger market readiness and distribution planning.
The project will roll out in phases through 2026, beginning with spring co-creation and research setup, followed by summer marketing and sales activity, and concluding with fall reconciliation and outcomes reporting. Success measures will include the number of tourism packages developed and launched, business participation, incremental overnight stays and off-peak visitation, and the development of a research dashboard to inform future destination planning.
The partnership also reflects shared commitments to sustainability, 2SLGBTQI+ inclusivity, and Truth and Reconciliation as part of responsible and regenerative tourism development.
Information Sessions – Thursday June 4 at Taboo Resort
Gravenhurst tourism stakeholders are invited to attend one of two information sessions on Thursday, June 4, 2026, at Taboo Resort.
These sessions will provide an overview of the partnership, the project goals, how businesses can participate, and what the next steps will look like as Gravenhurst begins developing experience-led tourism packages and supporting research tools.
Session Details
Date: Thursday, June 4, 2026
Location: Taboo Resort, Gravenhurst
Sessions: Two information sessions will be offered
Who Should Attend: Accommodators, attractions, restaurants, retailers, experience providers, tourism operators, and businesses interested in visitor economy development
More information is available at:
https://explorersedge.ca/resources/tourism-gravenhurst-explorers-edge-partnership/
About Explorers’ Edge (RTO12)
Explorers’ Edge, officially known as Regional Tourism Organization 12, is the provincial tourism organization for the regions of Muskoka, Parry Sound, Almaguin Highlands, Loring-Restoule, and South Algonquin. The organization leads regenerative tourism development through innovative partnerships, sustainability pilots, and community-driven initiatives that strengthen Ontario’s rural visitor economy.
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For more information, please contact:
James MurphyCEO Explorers’ Edge
Email: [email protected]
