Gamified Tourism: Bruce County Boosts Visitor Growth and Wins National Recognition
July 17, 2025
The Challenge: Static Tools, Missed Opportunities
Most visitors gravitated to a few well-known spots, leaving lesser-known attractions and local businesses overlooked. The manual punch card system also presented several long-standing challenges:
Limited exploration: Tourists rarely ventured beyond a handful of sites
Operational strain: Printing materials and manually tracking engagement took staff time
Limited data: The County had to work extra hard to see what was working or who was participating
To stay competitive, Bruce County needed a more dynamic, scalable, and measurable way to promote local tourism while reducing internal workload.
The Solution: A Gamified Self-Guided Tour App with Real-Time Rewards
Bruce County partnered with Driftscape to digitize the Adventure Passport and create a mobile-based program called the Explore the Bruce Rewards App.
Built on Driftscape’s tourism engagement platform, the app allowed visitors to earn points and redeem rewards by exploring cultural landmarks, trails, markets, and small businesses. At their own pace.
The Challenge: Static Tools, Missed Opportunities
Most visitors gravitated to a few well-known spots, leaving lesser-known attractions and local businesses overlooked. The manual punch card system also presented several long-standing challenges:
Limited exploration: Tourists rarely ventured beyond a handful of sites
Operational strain: Printing materials and manually tracking engagement took staff time
Limited data: The County had to work extra hard to see what was working or who was participating
To stay competitive, Bruce County needed a more dynamic, scalable, and measurable way to promote local tourism while reducing internal workload.
The Solution: A Gamified Self-Guided Tour App with Real-Time Rewards
Bruce County partnered with Driftscape to digitize the Adventure Passport and create a mobile-based program called the Explore the Bruce Rewards App.
Built on Driftscape’s tourism engagement platform, the app allowed visitors to earn points and redeem rewards by exploring cultural landmarks, trails, markets, and small businesses. At their own pace.
What the County Gained:
Gamified rewards system that encouraged repeat visits and spontaneous exploration
GPS-powered tours to guide visitors to dozens of locations throughout the County
Choose-your-own-adventure structure that allowed guests to engage with the experience their way—no set route, no fixed order
Business directory integration that gave visibility to 139 participating businesses
Real-time content control so the County could update locations and messaging instantly
Visitor analytics to track engagement and improve future programming
Streamlined staff management: Once launched, the app ran with minimal effort—no full-time coordinator or IT team required
The Results: Measurable Growth and Award-Winning Impact
The Summer 2024 results showed a clear and measurable lift in engagement and reach:
1,361 instances of points collected resulting in 68 rewards redeemed—supporting local restaurants, retailers, and experiences
485 business interactions logged of 139 businesses promoted in the app
41 unique postal codes represented local and 'outside-of-the-county' reach
Award Win: Bruce County received the 2024 EDAC Marketing Award for Social Media/App, recognizing the app’s success in driving tourism, supporting economic development, and advancing community engagement
Compared to the previous paper system, the app not only reduced administrative overhead but also drove wider regional discovery, encouraged off-season tourism, and provided the County with data they’d never had before.
What Visitors Experienced
A seamless mobile experience that let them explore on their own schedule
Discovery of hidden gems they might have otherwise missed
Fun, flexible rewards collection with clear value (swag, discounts, exclusive experiences)
Easy-to-navigate interface, available without a complicated download or onboarding process
"Driftscape has been an invaluable partner in creating the Explore the Bruce Rewards Program. Their team listened to our feedback, adapted the system to our needs, and provided outstanding customer service. The app has completely transformed how we connect with visitors and promote our local businesses."
— Bruce County Economic Development Team
Key takeaways
The shift from print to mobile reduced costs and increased participation
Visitors now engage with more diverse attractions and communities
Choose-your-own-route exploration encouraged spontaneous discovery
Real-time updates and visitor analytics allow smarter campaign design
The project proved sustainable—minimal staff hours for ongoing management
National recognition from EDAC validated the program’s impact and innovation
Ready to Transform Your Tourism Strategy?
Discover how Driftscape helps destinations like Bruce County increase engagement, support local businesses, and gain national recognition through a flexible, self-guided platform.
Want to see the Points & Rewards feature in action? Explore the Feature