Media Release: New tourism destination brand looks to inspire economic growth in Lincoln

Media Release:  New tourism desination brand looks to inspire economic growth in Lincoln

Lincoln, ON – (October 19, 2021) – The Town of Lincoln has embraced a new tourism and destination brand identity, the Niagara Benchlands.   The Town of Lincoln’s Committee of the Whole unanimously supported the new tourism and brand identity during its meeting on October 18.  This project was the collective vision of staff, Town Council, the tourism industry, and the community.  The new brand will now ignite Lincoln’s five-year Tourism Strategy and Action Plan.

“It is an exciting time for the Town of Lincoln and I am so proud of the collective vision that has created our new tourism brand and identity,” said Town of Lincoln Mayor Sandra Easton. “The results of this initial stage of the project truly align with who we are, who we are becoming, and celebrates the uniqueness of what makes the Town of Lincoln so special.”

We are confident that the new destination identity will resonate with Lincoln's visitors, residents, and tourism businesses,” said Paul Di Ianni, Director of Economic Development and Communications.  “A strong destination brand positions the Town to continue to move forward in being a premier choice destination for visitors and investors”

Identifying a new tourism brand allows us to shape the community and increase economic opportunities for residents, businesses, and investors.  The Town of Lincoln is in a position to embark on the next stage of the project to showcase key community attractions such as the craft beverage industry, value-added agriculture, and eco-tourism. 

“The Niagara Benchlands brand allows us to leverage distinct attributes which increase visitation and visitor spending,” said Britnie Bazylewski, Tourism Coordinator for the Town.  “Initiating the new brand will set us up for continued economic prosperity post-pandemic.”

The newly established brand serves as strategic guidance as the Town looks to:

  • Be a competitive destination able to communicate strengths and opportunities to potential investors, visitors, and residents.
  • Provide further support in decision-making around development planning, investment attraction, retention, infrastructure investment, and public policy creation.
  • Create a unified voice and vision for Lincoln as a premier destination.

The Town's Economic Development and Tourism team continues to work in partnership with Lincoln's local tourism sector and strategic tourism partners to roll out the Town's five-year Tourism Strategy and Action Plan (2020-2025) which was adopted by Council in June 2020.

Project Background

The Town of Lincoln is committed to building a strong, vibrant community by ensuing sustainable growth that serves the long-term interest of our economy, businesses, environment, and our citizens.  A key to creating that prosperous future is the Town of Lincoln’s Economic Development Strategy, which identified tourism as one of the four key pillars that will drive Lincoln’s economic future.

The Economic Development Strategy outlined two strategic tourism objectives:

  1. To develop a Lincoln-centered tourism strategy and action plan to provide needed infrastructure, expand capacity, increase visitor accommodations, and create memorable destinations, value, and services to attract more visitors to Lincoln.
  2. To initiate action on local tourism-related needs that lend themselves to immediate action (i.e. seeking investment or accommodations and signature destination experiences, and wayfinding signage).

The Town would like to thank project consultants Trajectory, members of the project steering committee (Tourism Strategy and Implementation Team), supporting delegations, and our local tourism operators and businesses for their continued commitment and support throughout this strategic development process. The new Niagara Benchlands destination identity is truly the culminating vision of the enthusiastic community engagement and support Staff received throughout the various project development stages.

Learn more at


For media inquiries, please contact:

Britnie Bazylewski
Tourism Coordinator

Town of Lincoln
Direct: 905-563-2799 ext.
Tel: 905-563-8205


Niagara Benchlands Tourism Destination Branding


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