Better Your Business

Tourism Diversity Program

Do you want to make your tourism business more inclusive and accessible but aren’t sure where to start? The City of Vaughan’s new Better Your Business program is here to help.

What is the Better Your Business: Tourism Diversity Program?

Better Your Business: Tourism Diversity provides up to seven tourism-related businesses with a FREE opportunity to work one-on-one with qualified consultants to plan and develop more inclusive and diverse tourism products, services and experiences in one of three streams:

2SLGBTQIA+ tourism
Accessible tourism
BIPOC tourism

This initiative aims to foster a more inclusive tourism experience for both visitors and the workforce. Participating businesses will work with the consultant(s) to create an implementable strategic plan with short-, medium- and long-term goals.

Applications are due Sept. 10, 2025.

Apply now to the Better Your Business Tourism Diversity Program

Eligible program applicants must be based in Vaughan or have an annual event/activation in Vaughan that will be the beneficiary of this program. Applicants must also:
1. be a tourism business or organization that falls under at least one eligible tourism category;
2. have a demonstrated history of promoting to and attracting tourists. A tourist is defined by the Ontario Ministry of Tourism, Culture and Gaming as an individual who travels 40 km or more (one-way) to attend an event and/or stays overnight in a local accommodation; and,
3. be either an incorporated business, primarily a small or medium enterprise; a not-for-profit incorporated organization; a co-operative (for-profit and not-for-profit); or a post-secondary institution.
Intake: Applications are being accepted from Aug. 15 to Sept. 10, 2025.

Review and Approvals: Businesses will be advised the week of Sept. 15 and will be connected with their consultants to schedule a kick-off meeting.

Consulting Period: Starting Sept. 15 through Nov. 28, businesses should expect to spend approximately 10 hours on this project over a four-to six-week period working with the consultants in developing their strategic plan.

Plans Due: December 2025.
Participating business owners will need to dedicate up to 10 hours to speak with consultants and build their strategic plan. This time investment is crucial for developing actionable and impactful IDEA (Inclusive, Diverse, Equitable and Accessible) strategies tailored to each business.

Apply Now

Benefits of Participation

Participating in the Better Your Business: Tourism Diversity program offers numerous benefits:

Free Participation: The program is completely free, removing the financial burden of finding and hiring qualified consultants.

Enhanced Competitiveness: Attract a more diverse clientele and improve your business’s appeal.
Strategic IDEA (Inclusive, Diverse, Equitable and Accessible) Plans: Receive customized recommendations to improve IDEA within your organization.
Expert Guidance: Work with consultants who bring lived and learned experiences to the table.
Networking Opportunities: Connect with other local tourism operators and industry associations.
Recognition: The first iteration of this program has won several prestigious awards, including the International Economic Development Council Excellence Award (2024) and the Economic Developers Association of Canada Marketing Award (2023).

Sucess Stories

Road Hockey to Conquer Cancer

This organization diversified its executive committee by adding ethnically diverse community members and women & non-binary groups, thanks to insights gained from Better Your Business: Tourism Diversity.

Kortright Centre for Conservation

Better Your Business: Tourism Diversity supported their DEI&A efforts across eight programs, impacting 50 per cent of the Toronto and Region Conservation Authority’s broader initiatives.

The Dance Together Festival

Inspired by program, this festival reimagined its objectives to be more inclusive and diverse, partnering with the York Region Arts Council.

Apply Today!