The recent criticism around the tourism campaign labeling Ontario’s Highlands as ‘nowhere’ has received response from the Tourism Organization.

Executive Director of OHTO Nicole Whiting says they knew it would be challenging for local operators to embrace it. She says the idea was inspired by the quote: “sometimes you find yourself in the middle of nowhere, and sometimes, in the middle of nowhere, you find yourself”.

Whiting says their target audience are people stuck in gridlock every day and all they want is a nowhere moment. The campaign is already getting a lot of interest and response from tourists.