Northumberland Wellness Development Program

Northumberland Tourism is looking at wellness tourism to diversify its tourism sector, carve out a unique niche, reduce seasonality, and bring more benefits to Northumberland’s communities and businesses. 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. Accommodations combining activities and nature, restaurants and farms offering farm-to table dining packages, businesses offering workshops on creating homegrown products, or experiences connecting visitors with music and nature are all examples of wellness experiences. 

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.

The Northumberland Wellness Tourism Experience Development program has been launched to assist Northumberland County tourism businesses and help expand their existing offerings to include wellness and increase their revenue

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

  • Inspire creative thinking about the possibilities for wellness product and experience development in outdoor experiences, food & drink, agriculture, arts, etc.

  • Assist operators in developing new, authentic experiences and encourage collaboration.

  • Once created and piloted, these experiences will become part of a curated collection of visitor offers which will grow wellness tourism in Northumberland.

BC Hughes Inc.  is pleased to collaborate with Northumberland Tourism on this initiative.  They are an established tourism consulting firm with extensive experience in visitor experience development and working directly with operators.

Participation in the Northumberland Wellness program is based on business requirements. Applications are reviewed. Space is limited. 

Business requirements

  • An existing business operating for at least 12 months.

  • Tourism business located in Northumberland County. Sectors in the category of outdoor adventure experiences, spa/retreats, accommodation, performing arts, artist or artisan, festivals, heritage, area attractions, agri-tourism, restaurant/dining, and specialty shopping.

  • Business must commit to fully participate in workshops in February and March 2022 and the coaching sessions in spring 2022.

  • Participant must be in a position to make decisions or commit to partnerships with other businesses, e.g. an owner/manager. 

  • Collaborate with a team of tourism professionals to develop one or more tourism wellness experiences.

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 wellness tourism experiences. Businesses are required to complete a program application to be considered for the wellness tourism experience development program.

Date Stage
November 22 - January 7, 2022 Program application submissions
January 18, 2022 Qualifying participants contacted
February 16, 2022 Workshop I (2 hours)
March 30, 2022 Workshop II (2 hours)
April 22 - May 2022 Individual business coaching
May 2022 - June 2022 Pilot new experiences

To apply

The winter 2022 program intake is now closed.  The next program intake will be in Fall 2022.  If you are interested, please contact Eileen Lum

Logos for Regional Tourism Organization 8 (RTO8) and the Government of Ontario