Explore Waterloo Region’s Mistletoe Trail wins tourism award

Pictured is the 2024 mistletoe located at Castle Kilbride in Baden. There will be a new version as of Nov. 17. Photo courtesy of Explore Waterloo

Lee Griffi, Local Journalism Initiative Reporter

Explore Waterloo Region is celebrating a big win at last week’s Ontario Tourism Awards of Excellence Gala in Ottawa.

The organization received the Tourism Marketing Campaign Award (under $50,000) for its 2024 Mistletoe Trail campaign – a festive, art-meets-holiday experience that invited visitors to explore the region through seven unique mistletoe installations. Each piece was created in partnership with local artists and Button Factory Arts, transforming Waterloo Region’s most iconic locations into must-visit Instagrammable moments, combining creativity, community and holiday cheer.

“We call it an art meets holiday experience,” said Ashley Lansink, director of marketing at Explore Waterloo Region.

“We have worked with local artists to create and hang seven different mistletoe installations in the region. There is one of them in each of our municipalities and townships. The trail encourages travel to experience them all.”

The Wilmot Township stop on the trail is located at Castle Kilbride, and this year’s event will feature all-new exhibits.

“I encourage folks to check out the Explore Waterloo Region socials and website on Nov. 17 to get a first-hand look at what the mistletoes look like this year and, of course, head out on the trail to not just take in one, but all seven of them.”

Lansink added, as always, kissing is encouraged on the trail.

“Last year, we saw a ton of different groups go out, from couples to friends to dogs, and we had lots of kisses. The trail is for everyone and the more kisses the better.”

Explore Waterloo Region is able to gauge how well the trail is doing by examining the numbers from its interactive online map.

“Those analytics give us a hint at who’s interested and who’s engaging with the digital map. At each location, we will have signage that will talk a bit about the artist, the art piece and we have trackable QR codes that give us another hint to how many scans we are getting.”

She added word of mouth has also been successful in spreading the word. More than 46 local businesses and attractions were also featured on an interactive Mistletoe Trail map in 2024, encouraging visitors to explore further, shop local and stay longer.

“We’re thrilled to be recognized for this campaign,” added Lansink.

“The Mistletoe Trail was designed to spark curiosity and connection across our seven municipalities. Seeing visitors and residents embrace it so wholeheartedly was incredible! This award is really a win for our entire community.”

She added the trail has been a team effort between municipal employees, artists and volunteers. Lansink also hinted there might be more stops for people to enjoy and more information will be available at www.staycurious.ca come Nov. 17.

“Based on the success last year, we are going to keep trail running into the new year, hopefully until Valentine’s Day.”

The Ontario Tourism Awards of Excellence celebrate outstanding achievements and innovation across the province’s tourism sector, recognizing individuals and organizations who elevate Ontario as a destination through exceptional marketing, partnerships and visitor experiences. Winners are selected by an independent committee of industry professionals.

The awards were presented at the 2025 Ontario Tourism Summit in Ottawa and were hosted by the Tourism Industry Association of Ontario (TIAO) in partnership with the Culinary Tourism Alliance and Attractions Ontario.