Lincoln, ON – (October 14, 2025) – The Town of Lincoln and the City of St. Catharines have been jointly recognized with the Community Collaboration Award from the Economic Developers Association of Canada (EDAC) for our innovative approach to collaboration on destination marketing through the St. Catharines Lincoln Destination Partnership (STCLDP) — a model of urban-rural cooperation on our work on the new Destination Marketing Organization which has strengthened Lincoln’s tourism economy and elevated the Niagara Benchlands’ reputation as a premier destination.
Launched in 2023 and formally endorsed by both councils in 2024, the joint Destination Marketing Organization brings together the two municipalities’ economic development teams under a shared vision: to position Niagara’s urban and rural destinations as vibrant, sustainable tourism hubs that support local business growth and community prosperity.
Through a coordinated marketing, development, and placemaking strategy, the partnership has achieved measurable success in strengthening regional tourism. Working with key community partners — from accommodation providers and craft beverage producers to arts, culture, and heritage organizations — the initiative has united stakeholders around a cohesive regional story celebrating both St. Catharines’ dynamic urban energy and Lincoln’s rich craft beverage and culinary excellence.
The initiative has already delivered tangible results — generating more than 40 million marketing impressions in its first year and achieving significant cost savings through shared resources and streamlined campaigns. The introduction of the Municipal Accommodation Tax (MAT) in both municipalities provides a sustainable revenue source for ongoing tourism investment, ensuring that as visitation grows, both communities can continue to reinvest in destination development and visitor experiences.
The partnership continues to advance new initiatives, including a Destination Management Plan, Economic Impact Study, and a joint Marketing and Communications Plan, with support from Niagara Region Economic Development and the federal Tourism Growth Program. These efforts will guide future investment, policy, and storytelling for years to come.
By fostering trust, transparency, and a shared vision, the St. Catharines Lincoln Destination Partnership has set a benchmark for municipal collaboration — and serves as a model for communities across Canada seeking to achieve more together.
Quotes:
Town of Lincoln:
“Collaboration is at the heart of everything we do. This partnership demonstrates how municipalities can align their strengths to deliver greater value for residents, businesses, and visitors alike. Together, we’re showcasing the best of both communities and building a stronger, more connected Niagara.”
~ Sandra Easton, Mayor, Town of Lincoln
“Our success has resulted from working as one team across municipal boundaries. By combining our expertise, resources, and creativity, we’ve been able to elevate our tourism economy and tell a compelling story that reflects the diversity and vitality of Lincoln and the Niagara Benchlands.”
~ Paul Di Ianni, Director of Economic Development and Communications
City of St. Catharines:
“This partnership demonstrates that collective action, when backed by data, shared resources, and community vision, can drive transformative change. We are proud to be leading the way in rural-urban cooperation and creating a model that others across Ontario and Canada can look to.”
~ Mat Siscoe, Mayor, City of St. Catharines
“This award is a testament to what we can accomplish when we break down silos and work together. By aligning our marketing, development, and storytelling efforts, we’ve not only boosted our tourism economy, we’ve also created meaningful experiences for residents and visitors alike. Our communities are where world-class wine and cuisine meet rich cultural experiences and thriving agricultural, all in one vibrant destination.”
~ Brian York, Director of Economic Development and Government Relations, City of St. Catharines
Websites:
- Wander St. Catharines Benchlands
- Town of Lincoln Business & Economic Development
- Niagara Benchlands
- St. Catharines Business & Economic Development
– 30 –
For media inquiries, please contact:
Liliana Busnello
Manager of Corporate Communications
Town of Lincoln
905-563-2799 ext. 230
