Destination Prescott and Russell is the new regional tourism agency that will coordinate tourism in the Prescott-Russell region.
The new agency, which operates within the Prescott and Russell Development Corporation (PRDC) economic development agency was officially announced on September 24 and aims to provide the region with a strong and unifying identity, showcasing its natural, cultural, heritage, and agri-food attractions.
Guided by the 2025-2030 regional tourism strategy, Destination Prescott & Russell’s mission is to promote the region as a must-visit destination in Ontario and Eastern Ontario, while driving economic growth and regional visibility.
“The launch of Destination Prescott & Russell reflects our commitment to joining forces, highlighting our unique heritage, and offering visitors a memorable tourism experience,” said John Candie, Executive Director of the PRDC.
According to a presentation given to United Counties of Prescott and Russell (UCPR) council on Wednesday, September 24 by Candie and Regional Director of Economic Development and Tourism Nicolas Malboeuf, the PRDC received $200,000 from the Federal Economic Development Agency for Southern Ontario (FedDev) for the development of the regional tourism strategy and branding for Destination Prescott and Russell.
The new agency has also created a series of videos promoting all eight municipalities within the counties. It is planning to identify and map major attractions and develop collaborative relationships with artisans and local producers for the development of thematic routes for visitors to follow.
In Vankleek Hill, the Business and Merchant Association has already developed a thematic route of local attractions and artisans. More can be found out about it at https://myvkh.com/tourism-trail/.
The development of the new Destination Prescott and Russell Website, www.destinationprescottrussell.ca is still in progress.
Destination Prescott and Russell replaces the previous Tourism Prescott-Russell Tourism (TPRT) agency which was affiliated with the now defunct UCPR Department of Economic Development and Tourism.
At the UCPR council meeting on September 24, Malboeuf highlighted the importance of making Prescott-Russell a specific tourist destination and briefly mentioned the possibility of the Ontario government closing the provincial tourist information centre on westbound Highway 417 near the Québec boundary.
