Elevate Peterborough: New Pilot Program Supports City Events and Tourism Growth

A new pilot program to provide support for festivals and events that attract visitors to Peterborough has been launched by the City of Peterborough to contribute to tourism in the community.

Elevate Peterborough is a program that aims to enhance event experiences that encourage overnight stays, drive economic impact, and build the city’s profile as a premier tourism destination. Peterborough Tourism, the City’s tourism service delivery and marketing program, is now accepting applications from event and festival organizers.

“We’re excited to launch this pilot program as a way to streamline how the City supports the passionate organizers who bring energy, creativity, and community spirit to our community year-round,” said Tanya Budgen, Service Area Manager for Tourism & Events with the City of Peterborough. “Through Elevate Peterborough we’re strengthening collaboration with event organizers to attract visitors, increase overnight stays, and generate meaningful economic impact for our community while elevating what’s possible here in Peterborough.”

The Elevate Peterborough pilot program will run for the remainder of 2026, and applications will be accepted on a rolling basis for upcoming events. Applications must be submitted 120 days prior to the event's start date.

Eligible events include, but are not limited to:

• Conferences or galas
• Music or cultural festivals
• Culinary festivals or events
• Art festivals or events
• Trade shows
• Educational events or seminars
• Sporting events, tournament seasons or championships

Elevate Peterborough will be open for feedback throughout the pilot phase. In 2027, the program will be evaluated and refined to ensure it aligns with the evolving needs of the tourism and events community.

Upcoming information sessions for event organizers

Peterborough Tourism staff will host two in-person information sessions for Elevate Peterborough on Wednesday, March 18 from 5 p.m. to 7 p.m. and Monday, March 30 from 10 a.m. to 12 p.m. in the Multipurpose Room at the Miskin Law Community Complex, 271 Lansdowne St. W. The information sessions are designed for event organizers, sport user groups, cultural tourism operators, and other tourism stakeholders who wish to learn more about the pilot program and the support and resources available.

Elevate Peterborough offers a robust range of support for eligible events and festivals, including in-kind city services, marketing, visitor information, support with event evaluation, and ancillary programming. The City’s 2026 Budget includes $75,000 to support attracting and hosting major tourism events.

Information about the program, eligibility, criteria, and guidelines can be found at ptbotourism.ca/elevate.