The Stratford Tourism Alliance (STA) corporation was established in 2007. It is a private sector, non-profit incorporated body with industry membership and City of Stratford representation. It is a membership driven marketing company directed by a Board of Directors made up of private and public sector representatives. The corporation is managed by a full time staff. The STA is funded by membership fees, advertising and partnership funds and the City of Stratford.

The purpose of the Stratford Tourism Alliance is to act as a member and industry driven private sector not-for-profit Organization to manage, develop, promote and publicize "Destination Stratford" as a national and international tourism destination. The goal is to strengthen the local economy and enrich the quality of life in the City of Stratford and area. We promote Stratford and area's many facets - its distinctive attractions and events, the rich physical heritage character of the community, innovative cuisine, superior accommodations, spectacular personal service and unique shopping - all in an intriguing safe ambience.

At the start of 2012, the STA had over 250 members from the accommodations, culinary, retail, cultural sectors and many non-for-profit associations and organizations. Membership extends to any private or public business that wishes to increase their business by promoting their products and services to potential visitors to the region, marketing to the local Stratford community or wishes to take advantage of the marketing opportunities of the STA.