The St. Catharines and the Town of Lincoln have been jointly recognized with an Award of Excellence from the Economic Development Council of Ontario (EDCO), honouring their innovative approach to urban–rural tourism collaboration.
The award, presented in the Visitor Attraction and Tourism Product Development – Urban category, was announced during the EDCO President’s Dinner at the 2026 Annual EDCO Conference in Toronto. The EDCO Awards of Excellence celebrate impactful economic development initiatives from communities across Ontario.
The recognition highlights the success of the St. Catharines–Lincoln Destination Partnership, a shared Destination Marketing Organization (DMO) launched in 2023 and formally endorsed by both municipal councils in 2024. The partnership brings together the economic development teams of both municipalities under a single strategic vision aimed at strengthening the regional tourism economy and supporting local businesses.
“This recognition from EDCO reflects the true impact of collaboration, where municipalities unite with a shared vision,” said Mat Siscoe, Mayor of St. Catharines. “Together with Lincoln, we’ve built a partnership that fosters economic development, supports local businesses, and highlights the best of both our urban and rural assets.”
The joint DMO aligns stakeholders from across the tourism sector, including accommodation providers, craft beverage producers, and arts, culture, and heritage organizations. By weaving together St. Catharines’ urban, cultural, and culinary offerings with Lincoln’s agricultural, farm-to-table, and craft beverage experiences, the partnership presents Niagara as a cohesive and compelling destination.
“This award highlights the opportunity that comes from thinking regionally while acting locally,” said Sandra Easton, Mayor of Lincoln. “By connecting what makes our communities unique—Lincoln’s vibrant rural and agricultural experiences with a strong urban destination—we’re helping grow tourism in a way that benefits residents, businesses, and visitors across the region.”
The partnership has already delivered measurable results. In its first year, coordinated marketing efforts generated more than 40 million impressions, while shared resources and integrated campaigns produced significant cost savings. The introduction of the Municipal Accommodation Tax in both municipalities has also created a sustainable funding model to reinvest in tourism development and enhance visitor experiences as demand grows.
According to Brian York, Director of Economic Development and Government Relations for St. Catharines, collaboration has been central to the initiative’s success. “When we unite our efforts, we tell a compelling story that mirrors the diverse, dynamic character of our region, where world-class food, wine, and culture blend seamlessly with agriculture and urban energy,” he said.
Looking ahead, the St. Catharines–Lincoln Destination Partnership is advancing several major initiatives, including a Destination Management Plan, an Economic Impact Study, and a joint Marketing and Communications Plan. These projects are being supported by Niagara Region Economic Development and the federal Tourism Growth Program and are intended to guide future investment, policy, and storytelling across the region.
Paul Di Ianni, Director of Economic Development and Communications for Lincoln, said the partnership reflects a shift in how destinations approach growth. “By uniting urban and rural strengths under a shared vision, we’re building a platform that supports sustainable investment, authentic storytelling, and long-term economic resilience—not just for today, but for the future of tourism in Niagara,” he said.
Both municipalities expressed their appreciation to EDCO for the recognition, noting that the award reinforces the value of trust, transparency, and collaboration. The St. Catharines–Lincoln model is now being viewed as a benchmark for municipal partnerships and a replicable approach for communities across Ontario and Canada looking to strengthen their tourism economies together.
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