Richmond County wants figures from tourism lobby group
Richmond County, located in Cape Breton’s southernmost region, has made a significant move to ensure transparency and accountability in tourism promotion. The county council unanimously voted to request four years’ worth of financial statements from Destination Cape Breton Association, the island’s largest tourism lobby group. This decision comes as Richmond County aims to evaluate the effectiveness of the funds raised through a marketing levy on select accommodations in the region.
The three per cent levy, applied to customers’ bills at specific accommodations across Cape Breton Island, has raised concerns among Richmond councillors regarding the return on investment in terms of increased tourist traffic compared to the rest of the island. Despite this, the council also voted unanimously to continue allowing the association to administer the levy within the county.
Warden Lois Landry emphasized the county’s right to review how levy funds are utilized for promoting tourism in Richmond. She stated, “We’re not asking for confidential information – most places post this kind of thing online. So we’re just looking to see how money that is collected in Richmond County, what it looks like and how it’s disbursed.”
In response to suggestions that Richmond County may be overlooked in Cape Breton’s overall tourism strategy, Landry recalled criticisms dating back to her experience working in an Arichat hotel in 1987. However, Destination Cape Breton CEO Terry Smith defended the association’s efforts to attract visitors to Richmond County. He highlighted their initiatives to showcase the diverse activities available on Cape Breton’s southeastern coast to influencers and local ambassadors over the past decade.
Smith expressed willingness to provide Richmond County with the requested financial statements from 2020 to 2024, noting that these documents undergo independent financial audits and are now accessible to the public. However, he clarified that the statements do not outline specific allocations for Richmond County, as the marketing levy revenue is utilized for a holistic approach to promoting the entire island.
Despite the need for transparency, Landry expressed optimism about Destination Cape Breton’s work and reiterated the county’s commitment to collaborative discussions on tourism promotion. She emphasized the importance of respecting the contributions made by the county and ensuring clarity in how funds are utilized.
Overall, the dialogue between Richmond County and Destination Cape Breton reflects a shared commitment to promoting tourism while also upholding transparency and accountability in financial matters. As the county seeks to evaluate the impact of its investments in tourism promotion, ongoing discussions and cooperation with the association are essential for achieving mutual goals.
