Coffee Decision Murky


Apparently, the attempt to increase the economic prospects of the region with sports tourism is not working out that well. For one thing, it is not sustainable, instead offering only short term benefits once in a while.

To solve this significant miscalculation, the tourism promotion office has latched onto something new; coffee.

Tourism Windsor Essex Pelee Island has set up a coffee trail to entice visitors to flock here. Such an approach is little more than a substitute for real tourism work.

Tourism, as any marketing person will tell you, is complex. Understanding its segmentation is what separates real roll-up your sleeves promoters from the pretenders.

By not harvesting the bean locally, the region hardly has the credentials to be on the coffee tourism map. It also doesn’t have the natural amenities found in what Perfect Daily Grind, in a February 5, 2016 report written by E Veflingstad and edited by T Newton, calls the perfect coffee tourism destination.

Perfection, according to the coffee journalists, happens to be Caparaó, Brazil.

“It’s a place [said to be[ of rivers, waterfalls, mountainous national parks, and beautiful islands – not to mention coffee!”

Windsor is without mountainous national parks were java grows. And therein lies the problem.

If tourists are being enticed to a bonafide coffee growing area ,what will be left for Windsor? Actually, it is the wrong question.

The question should be: “Why doesn’t Windsor’s tourism people lead with the area’s strengths?”

Windsor is called the Automotive Capital of Canada, but very few clues exist locally. For some unknown reason, it seems the tourism promoters are down on automobiles.

The proof is in a visit to the Chimczuk Museum which, only out of some obligatory notion, hung a large Chrysler sign as its homage to the car industry. There is not a single original mini-van on display and, so far, no public complaints about this untenable situation by the tourism office.

What is even more dumfounding is the fact that the tourism folk won’t promote one of the area’s gems, LaSalle’s Canadiana and Auto Museum. They barely even promote Kingsville’s Canadian Transportation Museum and Heritage Village.

And there is more to come.

Local auto dealer Terry Rafih has opened a classic vehicle dealership. He also told Driving last year of his plans for a museum.

Nor is there even a hint that a remarkable auto restoration company, started by world acclaimed Rob Myers, is only a short drive down Highway 401. Nor a mention of the newest kid on the car restoration block, Windsor’s own ADE Collector Cars and Restoration.

With all of these, if the tourism bureaucrats really wanted to promote something that could bring tourists, why not the region’s growing auto trail?

Maybe they are just too busy having coffee.

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About the Author

Robert Tuomi

After initially succeeding as a broadcast journalist and achieving senior level assignments, Robert branched out into marketing communications. As a senior executive, primarily in the high-tech industry, Robert created award-winning and comprehensive, multi-faceted initiatives to enhance sales and expand market awareness for some of the largest companies in their fields.

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2 Comments on "Coffee Decision Murky"

  1. nes chyz | 15 June 2017 at 09:18 |

    Never understand why we don’t capitalize on being south of Detroit.
    No other place in Canada can make that claim

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