A new Community Partnership Fund, the reclaiming of the Arts Trail, and the Taste Trail revitalization were among a series of announcements at Visit the County’s AGM last month. The presentation was held at Base31’s Pilot’s Lounge on June 17.

Seed funding of up to $3500 is available for tourism operators, arts organizations, and local businesses to help develop events to attract visitors in the shoulder and winter seasons.

A new Community Partnership Fund 
now offers
up to $3500 for tourism operators, arts organizations, and 
local businesses to develop events 
for the shoulder and 
winter seasons.

“We have been a bit overwhelmed with everyone who wants to work with us,” noted VTC’s Social Strategist, Ali Kaufman. The Destination Marketing Organization has been flooded with requests for funding and other kinds of support for the County’s myriad events and activities, many of which are organized by volunteers and community non-profits.

“We aim to help as many PEC tourism event organizers as possible with these direct funds,” said Executive Director Eleanor Cook.

She noted Visit the County also assists with event marketing on its website and in visitor outreach, as well as through its regional and provincial marketing partnerships.

“There is an ecosystem of support that the DMMO can help with.”

Applications are due at least 60 days before the proposed event and are rolling throughout the year.

Another project is testing a Chamber of Commerce visitor kiosk. An in-person visitor information service started June 29 and will operate at the Chamber offices on Picton Main Street for 15 weekends and holidays during the high season.

VTC created a new brand and evergreen marketing campaign to resonate with both visitors and the local community.
“We wanted a brand identity that not only makes a memorable first impression, but also aligns with our fundamental values of inclusivity and sustainability, to attract high-value visitors and create reasons to visit year-round.”

Eleanor Cook

On the Arts Trail

County Arts has announced that a beloved County institution, the Arts Trail, will be stewarded by Visit the County as of September 1.

The Trail launched in 2008, an initiative of the former tourist DMMO, Taste the County, in partnership with the former Economic Development Department and Cultural Round Table. Taste the County closed in 2014, and in 2018, the municipality closed both the Taste and Arts trails.

At that point, Tara Wilkinson, co-owner of ANDARA Gallery and County Arts member, brought the Arts Trail under the County Arts umbrella. A committee of volunteers managed the Trail year-round.

“I am thrilled that the Arts Trail will move to VTC, where it will continue to grow from strength to strength,” said Ms. Wilkinson.

In addition to its self-guided gallery tour, the Arts Trail programs openings, lectures, demonstrations, events, workshops, and concerts. “The Arts Trail has become a signature experience for visitors, art buyers, and collectors for 17 years,” said Ms. Cook.

Visit the County will showcase the Arts Trail alongside an expanded and diversified Taste Trail. Launching in spring 2025, the revived Taste Trail will coordinate culinary and agritourism experiences across the County. VTC will align both Trails to create year-round arts and culinary experiences.

By the Numbers:
Visitors spent $38 million on lodging in PEC in 2022, generating $1.2 million in 
Municipal Accommodation Tax for the 2023 fiscal year. Of that, about $549,000 went to Visit the County, as compared to $460,000 in 2022.


VTC’s Total revenue in 2023, including that generated by community partnerships, was $574,000. Of that, it spent $256,000 on wages and benefits, and $274,000 on advertising. It has an accumulated surplus of $313,000, carried over from its first year of operations.


Visitor numbers in 2023 held steady with those in 2022. Of the 326,000 unique visitors to PEC last year, 40% were here for the weekend. On average there were 7 repeat visits for each guest, and a total of 2.4 million visits over the year.


About 2/3 of visitors, or 264,000, visited VTC’s website, and 8700 of those visited the Plan your Trip pages. VTCs newsletter reaches 17,000 subscribers. Its Instagram account boasts 50,000 followers, an increase of 15% over last year.