It’s been said many times, many ways, that Canada lacks a specific cultural identity. Ontario is now attempting to challenge this notion. In her 2014 mandate letter to Michael Coteau, Minister of Tourism, Culture and Sport, Premier Kathleen Wynne stated the priority of “continuing to support culture, heritage, and tourism agencies and attractions to maximize their economic and social contributions to the province.”
The seeds of this mandate are growing into an Ontario Culture Strategy; however, the program is not fully realized and is currently requesting the consultation of members of the province. From October to December, there are three ways people can provide input: attend one of 11 scheduled town hall meetings, visit the Culture Talks website, use #ONCulture on Twitter, or reply to a discussion paper posted on the Government of Ontario’s Environmental Registry website.
The consultation factor of the strategy will involve the entire province in the formation of its own attractive identity. In addition to the contributions of Ontarians, an advisory group of 17 industry representatives will help formulate a five year plan to sustain the culture sector. According to the Ontario Newsroom website, five guiding principles will also inform the initiative, including: development and inclusiveness, creativity and innovation, quality of life and economic development, respect for First Nations, Métis, and Inuit peoples, and public value and accountability.
What this new policy seems to emphasize is the ambiguity of the term “culture”. The Government of Ontario has defined culture as “all the ways we remember, tell and celebrate our stories, and present and interpret the stories of others.” There are many ways in which we express culture, such as through film, television, music, literature, visual and performing arts, traditions and values, and sport.
Now that the Pan Am/Parapan Am Games have concluded, and Toronto has officially bowed out of the running to host the 2024 Summer Olympics, there is an opportunity for Ontario to build its presence outside the realm of athletics. In an article for the Gananoque Reporter, Wayne Lowrie acknowledges Coteau as having said, “Canadian provinces, particularly B.C., Alberta and Saskatchewan, have had great success with aboriginal tourism, but Ontario lacks a strategy to appeal to those tourists.”
As this new policy launches, it is evident that a particular area of interest is the potential marketability of Native American heritage as a facet of Ontario tourism.
Expanding on his previous point, Coteau said, “In Germany, for example, aboriginal stories have been part of the school curriculum for years, and German tourists go to the Western provinces to relive those stories that were part of their childhood.”
Since the Government of Ontario recognizes $22 billion of the province’s GDP and more than 280,000 jobs in 2010 as the result of activity in the culture sector, there are certainly many aspects of the province that entice visitors. Although Ontario has just recently began efforts to develop a provincial identity, the issue most likely lies in publicity and awareness, rather than in a shortage of attractive features.
We have a lot to offer geographically; from natural wonders, like Niagara Falls or numerous provincial parks, to man-made monuments, such as the CN Tower or Parliament Hill. We are perpetually in contact with our history through a variety of accessible resources. According to the Ministry of Tourism, Culture and Sport, the province boasts approximately 24,000 protected heritage sites, more than 300 public museums, and 1,157 libraries.
The Ontario Cultural Attractions Fund has stated that they intend to provide $6 million for the duration of three years to support art and cultural organizations. In 2015, “the fund has supported 47 projects, including TIFF Festival Street 2.0 in Toronto, the Ottawa International Jazz Festival, and Sudbury’s Songs of Summer Music Festival.” Whether they are natural, intellectual or creative, Ontario has endless qualities worthy of appreciation.
These are just a few things that Ontarians can be proud of and enjoy, and we want to share them with the world. Costeau describes the culture strategy as “an opportunity for the province to take a fresh look at how it invests in arts and culture, to build our vibrant sectors and to enrich our diverse communities.” We are able to inform our government of what aspects of the community we find truly important that deserve to be preserved and valued. So speak up, contribute to the creation of your province’s image and help Ontario claim a spot as one of the world’s must-see destinations.