Media Release
June 2001

RURAL TOURISM St. Jacobs ~ A Leader in Ontario

Note to Journalists: This article was drafted by St. Jacobs Country staff as background material used in the June 2001 three day media tour.

Ontario has become a major venue for rural tourism opportunities as good as any found in the nation. Witness the hugely popular Niagara region, known for its fruit farms and wineries and the Apple Route, a 32 kilometre drive along highway 2, which links Brighton and Cobourg, east of Toronto. Apple orchards and related attractions fruit stands, "pick-your-own" produce operations and two apple festivals, attract an estimated one million "rural tourists" every year.

In Ontario, rural tourism embraces entertainment (such as summer theatre, festivals), recreational activities (hiking, birdwatching, garden tours)and shopping (antiquing, craft fairs, farmers' markets), as well as more mainstream agriculture related pursuits - one reason why, perhaps, St. Jacobs Country, Ontario's rural tourism "capital", has been a major player for more than a couple of decades. The picturesque village and its surroundings offer a multitude of things for visitors to see and do.

It was not always the case. In the early 1970's people were coming to the area primarily to observe the lifestyle of the Old Order Mennonite community, a religious group with its roots in Pennsylvania who continue to live much as they did in the 19th century.

It was in this context that concerns were raised by local Mennonites. They felt tourism might develop in a way that could be detrimental to the values and customs of the Old Order Mennonite community. Throughout the development of St. Jacobs, the notion of preserving and celebrating Old Order Mennonite culture without commercialist tendencies has remained firm.

Development began in 1975 with the opening of the Stone Crock restaurant. Shortly thereafter, The Meetingplace opened its doors. It provides exhibit space dedicated to the historical overview of Mennonite immigration to Canada from its roots in Europe and Russia. There was certainly a vision amongst some to see St. Jacobs flourish again as a picturesque town, with a main street lined with restaurants, boutiques and gift shops, where artisans practised and sold their crafts. But with no real strategic plan in place, quite literally, one thing led to another.

Over 100 retailers now call St. Jacobs home including 11 original artisans attracted to the community in its early developmental stages. Guest houses, B & B's, country inns and modern hotels have joined the several excellent restaurants and theatre venues in providing warm country hospitality typical of a rural environment.

In addition, just south of the Village, the Waterloo County Market and the St. Jacobs Farmers' & Flea Market form what is probably the largest farmers' market in the country now. Old order Mennonites still come to sell their farm produce and crafts at these markets and a whole raft of interesting retail outlets have sprung up around the market experience.

Typical of rural tourism opportunities, many "cottage" businesses have sprung up. Old Order farm owners advertise "quilts for sale" or "maple syrup for sale" with signs at the end of their lanes. This provides additional income for the farm-based economy and is just one of the many positive spin-offs of rural tourism in the area.

St. Jacobs and the tourism area surrounding the Village referred to as "St. Jacobs Country" has become a provincially important cultural attraction and destination with a unique flair for historic preservation and entrepreneurial expertise while still maintaining its authentic rural charm.

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St. Jacobs Country
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