Changes made to region's tourism promos

RSC creates new destination marketing organization called Discover Miramichi

The Discover Miramichi regional destination marketing organization is now leading the Miramichi region’s tourism promotions. (SUBMITTED PHOTO)

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MIRAMICHI - Tourist destinations across Northumberland County are now being promoted regionally instead of by the City of Miramichi, leaving the city’s Economic Development and Tourism Department exclusively responsible for promoting attractions in the city.

At one of its meetings last year, the Greater Miramichi Regional Service Commission’s board of directors unanimously created a not-for-profit regional destination marketing organization (RDMO) and approved its terms of reference. The board also approved a plan to hire an executive director, finalize the organization’s board composition, and assign the organization responsibility for regional tourism marketing.

Meanwhile, the RSC’s contract with the city for “essential marketing services” was extended monthly until the executive director and staff were in place and able to manage the RDMO’s daily operations. The board also approved a working group to help with the transition and lead the executive director hiring process.

In November, city council unanimously approved a transfer of the Discover Miramichi assets — which previously belonged to the municipality — to the service commission for the RDMO. Council also approved an agreement with the commission requiring the city to produce this year’s regional tourism guide.

In a report presented to council, city manager Mike Noel said the asset transfer would help the service commission and RDMO fulfill their mandates to provide regional tourism marketing and promotion services that resulted from the 2023 municipal reforms.

“The RDMO will have members and directors from the regional tourism industry but will be under the direct, and indirect, control of the RSC,” he said in his report.

“RSC staff, on behalf of the RDMO, have requested the transfer of various city tourism assets to assist with their mandate.”