Stratford Tourism Alliance, operating as Destination Stratford, is Stratford’s official destination marketing organization since 2007. The Stratford Tourism Alliance is a government-funded organization with a purpose to develop, manage and promote “Destination Stratford” as a national and international tourism icon. In 2021 and again in 2022, Destination Stratford won the Tourism Resiliency Award for Innovation from the Tourism Industry Association of Ontario (TIAO) for the Lights On Stratford Winter Lights Festival. Destination Stratford also received the 2022 Innovation Award from the Stratford & District Chamber of Commerce. Managed by skilled and experienced tourism planners directly involved in the Stratford community, the goal of the organization is to strengthen the local economy and enrich the quality of life in the City of Stratford through regenerative tourism.