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October 18, 2024

Burlington Economic Development and Tourism Burlington Approve Interim Service Agreement, with Amalgamation on Track for January 2025

This milestone represents the merging of the organization at the operational level, including an announcement of the leadership team.

October 18, 2024 | BURLINGTON, ON

Revised November 15, 2024

The Board of Directors at Burlington Economic Development and Tourism Burlington passed motions at their respective Board Meetings to approve an interim management agreement that will see both organizations merge operationally. This was the anticipated next step as part of the amalgamation announced earlier this year, and the full amalgamation of the two organizations is on track to be completed by January 2025, when legal and financial integration will become official.

“We have been making excellent progress over the last several months on the complex work of merging Burlington Economic Development and Tourism Burlington,” said Ron Laidman, Chair of the Board at Burlington Economic Development. “I would like to commend the work of our administrative and leadership staff on both sides, as well as the Amalgamation Committee which is made up of representatives from both Boards for getting us to this point. It has been an extremely positive and collaborative process, and we are excited to have reached this exciting milestone.”

At this time, Burlington Economic Development and Tourism Burlington are pleased to announce that in January they will assume the new interim name of Burlington Economic Development + Tourism. The joint marketing and communications team, which has been in place since April 2024, have begun working with creative agency BT/A to begin developing a new destination identity for Burlington that will include a new name for the amalgamated organization, and is targeted to roll out before summer 2025.

The approval of the interim service agreement also included the approval of a new leadership structure, including the announcement of Anita Cassidy, who has served as the Executive Director of Burlington Economic Development since 2018, as Executive Director of the new organization. Maureen Healey has been named the Director of Customer Experience and Strategy, and Claire Green is the new Director of Destination Development and Marketing.

City of Burlington Ward 1 Councillor Kelvin Galbraith currently Chairs Tourism Burlington’s Board of Directors. “This milestone not only represents progress on the technical side of the amalgamation, but it represents the two organizations merging operationally in terms of how we are moving work forward that will drive real impact for business in Burlington. We are confident in the leadership team and their collaborative, strategic approach to growing Burlington’s tourism economy and I am thrilled to see the direction we are headed in.” He continued, “With our waterfront downtown, urban amenities, unique attractions and access to nature and rural spaces, Burlington is a premier visitor destination in Southern Ontario. I am personally very excited to see how the amalgamation will support us in strengthening our reputation and doing more to promote ourselves externally.”  

Burlington Economic Development and Tourism Burlington have conducted significant stakeholder and online engagement in the development of a Destination Stewardship Plan, which will provide a strategic framework and comprehensive roadmap for managing and preserving Burlington’s natural, cultural, and social resources while promoting responsible tourism development. This plan will serve as a key strategic foundation for developing an updated strategic plan for the newly amalgamated organization.

Burlington Economic Development Executive Director Anita Cassidy emphasized the operational and strategic benefits that the merger will bring. “The integration allows for the development of a stronger, more consistent destination identity that will appeal to businesses and visitors alike.  In addition to enhancing the overall attractiveness of our city, a more unified approach will provide greater support to our hospitality and retail sectors, help to attract more investment to the region, and generate greater economic impact overall.” She continued, “We have already rolled out a number of new supports for our tourism businesses including expanding our corporate calling program and a business concierge service to connect conference and event organizers to our hotels, attractions, and business community more directly.”

For more information, visit https://investburlington.ca/tourism-merger/.

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