THE OPPORTUNITY:
Building on the 2015 Northeastern Ontario Snowmobile Destination Plan, which set the vision of creating the world’s most recognized snowmobile experience, a multi-year initiative was launched to bring this vision to life. BC Hughes was engaged by Destination Northern Ontario to lead the World’s Best Snowmobile Destination (WBSD) project, which focused on enhancing market readiness, strengthening infrastructure, and positioning Northeastern Ontario as a premier global snowmobiling destination.
THE PROCESS:
BC Hughes, in partnership with Markey Consulting and JPO Next, led a comprehensive, three-year approach (2020–2022) that combined strategic planning, product development, industry training, and brand development.
Key components included the creation of a long-term Sustainability Plan to guide funding and governance; the development of a pilot route (Gateway to the North Loop) to test and implement best practices; and the introduction of market-readiness tools, including operator training programs, checklists, and certification.
The project also delivered a consumer-facing brand and brand toolkit (Ride the North), a destination wayfinding and signage system, and a Rider Safety Plan with practical tools and resources to enhance the visitor experience. Supporting elements included marketing and communications planning, digital assets, and programming designed to engage riders and promote the region.
THE OUTCOME:
The World’s Best Snowmobile Destination project established a strong foundation for Northeastern Ontario to compete as a leading snowmobile destination. It delivered a fully developed pilot route, a recognized consumer brand, and a suite of tools and frameworks to support ongoing growth and consistency across the region.
Operators were equipped with the resources to become market ready, while new standards for signage, safety, and visitor experience were introduced. The project also created a sustainable path forward through funding strategies and governance recommendations, with Northeastern Ontario stepping in to lead the initiative long-term.
Overall, the project transformed a strategic vision into an actionable and scalable model, positioning the region to attract riders, enhance economic impact, and deliver a best-in-class snowmobiling experience.
