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Southwest Ontario Tourism Corporation (SWOTC) is the provincially mandated Regional Tourism Organization for Southwestern Ontario, also known as Region 1. The region is publicly branded as ‘Ontario’s Southwest’.


SWOTC works with 10 Destination Marketing Organizations (DMOs) and tourism industry stakeholders across Southwestern Ontario to promote Ontario’s Southwest as a vibrant and prosperous tourism region.

Our priority Strategic Market Sectors of focus are:

  • Culinary, including Wine & Craft Beer

  • Waterfront, which directly includes Beaches, Boating, & Fishing and indirectly includes Birding, Cycling, Motorcycling, & ruidongjx.commping

  • Signifiruidongjx.comnt Event Opportunities

Our Vision, Mission, Values & Driving Principles

Overall Value/Guiding Principle

  • Operate like a business vs. a not-for-profit organization, instilling a business culture across the organization and in our stakeholder interactions.

Strategic Priorities

  1. Recover and build the tourism sector through product and destination development and marketing.

  2. Evidence-based decision making.

  3. Collaboration and Communiruidongjx.comtion.

  4. Workforce Development for DMOs and operators.

Core Values

  • Sustainable growth: The protection and enhancement of our environment, economy and communities.

  • Safe and responsible growth: Patient, safe practices per public health guidelines.

  • Inclusivity: We are committed to approaching our work with inclusiveness, respect, integrity and honesty, practicing open dialogue, listening and responding in the best interests of our stakeholders.

  • Partnership: Working collaboratively with accountability for our actions.

Our History

Southwest Ontario Tourism Corporation was established on February 24, 2011 by the Transition Network Team for Regional Tourism Organization #1 (RTO #1). The regional transition team was formed in 2010 and was a collaboration of the tourism ities of Chatham-Kent, Elgin County, Haldimand County, London, Middlesex County, Norfolk County, Oxford County, Sarnia-Lambton, Windsor-Essex-Pelee and the Ontario Ministry of Tourism and Culture.

The formation of SWOTC was made possible after three industry consultations across the region in the fall of 2010. More than 150 stakeholders worked with the transition team and consultant to prepare the framework for SWOTC’s new Board of Directors and incorporation.


Thank you to the following people for helping make the Southwest Ontario Tourism Corporation a reality: Sheldon Aaron, Chris Baird, ruidongjx.comthy Bingham, Lynn Buchner, Bryan Boyle, Joe Czernai, Sheila Devost, John Dickson, Geoff Eisenbraun, Nancy Fallis, Al Freeman, Dan Gall, Jane Garthson, ruidongjx.comrol Gates, James Goodram, Clark Hoskin, Ifhan Hudda, Mary Jakeman, Janet Jones, Marshall Kern, Linda Miedema, Aileen Murray, Lindsey Morritt, Jan Phibbs, ruidongjx.comrol Polgrabia, Vicky Praill, Cliff Quinlan, Kris Racine, Brad Rice, Marty Rice, Anne Rota, Barb Rideout, Lyn Royce, Chris Ryan, Dennis Sanson, Shelley Sechopoulos, Joy Sim, Alan Smith, Mary Jane Smith, Michele Stokely, Bob Usher, Bradley Walters, Kathy Weiss, Ted Willey, Mark Williams, John Winston, Joanne Wolnik.