Northumberland Wellness Tourism Experience Initiative

You are invited to apply for the Northumberland Wellness Tourism Experience Initiative program to assist your business in expanding your existing offerings to include new wellness experiences. 

Northumberland Tourism is looking at wellness tourism to diversify its tourism sector, carve out a unique niche and bring more benefits to Northumberland’s communities and businesses. Experiences that provide visitors with a deeper understanding or emotional connection to the people and places that they are visiting usually results in longer stays and repeat visitation.  Our destination spas and retreats have built Northumberland’s reputation for offering signature experiences. With our rural and natural landscapes, we are well-suited to expand wellness tourism.

Benefits of this initiative

The comprehensive program combining workshops and one-on-one business coaching will:

  • Inspire creative thinking about the possibilities for new wellness experience development in outdoor experiences, food & drink, agriculture, arts, etc.
  • Assist operators in developing new, authentic experiences.
  • Once created and piloted, these experiences will become part of a curated collection of visitor offers which will grow wellness tourism in Northumberland.

Participation in the Northumberland Wellness Tourism Experience Initiative is based on business requirements. Applications are reviewed for eligibility. Space is limited.


Logo for Northumberland Wellness Tourism Experience Initiative

Testimonials from participants

“The specialists I worked with were knowledgeable, experienced, personable and committed to supporting my business to move forward with its wellness and tourism initiatives. I highly recommend this program to business owners keen on creating wellness initiatives.”

“The program really made me look at aspects of the experience I may not have thought about before. I have so much more confidence in my product and delivery now.”

“In the one-on-one sessions with the specialist, we worked together to build an experience delivery framework. I can now use that framework for future events and as a template to develop new programming.”

Business requirements

  • An existing registered business based in Northumberland County and operating for at least 12 months.
  • Participant must be in a position to create and deliver a new experience by the end of the program.
  • Sectors in the category of outdoor/eco-tourism, wellness & spa, accommodation, performing arts, artist or artisan, area attractions, agri-tourism, restaurant/dining, and specialty shopping.
  • Business must commit to fully participate in two  ½ day virtual workshops in October and November 2022 and one-on-one coaching sessions in winter/spring 2023.

For full eligibility and terms, please see the application form.

Cost to participant

There is no fee however businesses must commit time to fully participate in all workshops and coaching sessions with the goal of developing one or more new wellness tourism experiences by the end of the program ie spring 2023. Businesses are required to complete a program application to be considered for the wellness tourism experience development program.

Now – September 18, 2022 Program application submissions
September 26, 2022 Qualifying participants contacted
Early October 2022 Workshop I (2.5 hours)
Early November 2022 Workshop II (2 hours)
November 2022 – January 2023 Individual business coaching
March – May 2023 Pilot new experiences

How to apply

Please complete online application form below, answering all applicable questions thoroughly.  Deadline to submit your application is Sunday September 18th, 11:59pm.

Apply Today 

Logo indicating project is funding by the Canadian federal government