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Visit Stratford Five-Year Strategic Plan


Waterloo, ON

Service Area

Travel & Mobility

Avon theatre in Stratford Ontario

Project Brief

In October of 2016, Stratford Tourism hired InterVISTAS Consulting Inc. to facilitate the creation of a new five-year strategic plan under the direction of their new CEO. Prior to the retreat, the strategic planning team conducted an extensive stakeholder consultation process. A key aspect of the process was to conduct one-on-one interviews and focus groups with local stakeholders who were instrumental in helping realize the vision of Stratford Tourism.


  • Reviewed key background documents and visitor statistics
  • Conducted numerous one-on-one interviews and focus groups with key stakeholders in the region
  • Launched a membership survey to local stakeholders
  • Facilitated a two-day Board of Directors strategic planning retreat
  • Worked collaboratively with the Board of Directors and Senior management team to refine the core elements of the plan


In May of 2017, the Stratford Tourism Board of Directors ratified the 2017 – 2021 Strategic Plan. The Plan includes numerous themes around innovation, sustainability, branding, community relationships, and the overall visitor experience.

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