The pitch by international daredevil Nik Wallenda to traverse Niagara Falls on a tightrope has provoked some local angst over what the historic tourist attraction is all about these days.

On one side are those like the city's mayor, Jim Diodati, who is in favour of bringing the seventh-generation member of the circus family the Great Wallendas to attempt the feat.

On the other, are officials from the Niagara Parks Commission, among others, who say death-defying deeds like this no longer fit the falls' contemporary "brand" as a natural wonder.

The iconic Canadian tourist destination — which receives around 12 million visitors and generates more than $700 million in revenues each year — conjures up a number of images for those who have been there, perhaps a few even for those who haven't.

From the majestic beauty of the falls themselves to the much-touted casino and the carnival atmosphere of Clifton Hill with its haunted houses, flashing lights and adventure rides, Niagara Falls would appear to have a little something for everybody.

But some clearly want to draw the line at tightrope-walking over a foaming chasm.

Alister Mathieson, dean of the school of hospitality, recreation and tourism at Humber College, said most cities actively create and push a particular image, often based on the types of experiences that are available.

This can be as specific as the types of food or adventure activities on offer, as well as the availability of historical sites.

"It's really a reflection that we're more widely travelled individuals now and we as travellers know what we want," he said.

Las Vegas, for example, pushes the notion that any number of wild experiences could happen and, as the saying goes, will stay there, he said.

And these brands are also usually cultivated in concert with municipal officials and local businesses, Mathieson said.

Daredevil history

In the case of Niagara, it is the mayor and the head of the Niagara Parks Commission, an agency of the Ontario ministry of tourism, who disagree over the proper image for the area.

Both are undoubtedly mindful that the city is steeped with a rich daredevil history.

Nik Wallenda, a seventh-generation member of the Great Wallendas, is running up against a new brand-consciousness at Niagara Falls. (CBC)

In 1858, Jean Francois Gravelot — known as the Great Blondin — became the first person to walk across the river on a tightrope and Annie Edson became the first to survive the 55-metre plunge down the Horseshoe Falls in 1901.

Those early pioneers spawned numerous imitators, many of whom didn't survive their exploits, and these sorts of activities were banned in the early 1900s.

For Janice Thomson, interim chair of the Niagara Parks Commission, tightrope walking isn't the type of activity that should be promoted.

"It absolutely does not fit the brand of the Niagara Parks, of the mandate we have to preserve and conserve and beautify the falls," Thomson said.

Indeed, the parks commission was created in 1885 to put a halt to haphazard development along the shores of the Niagara River and to protect tourist who were being swindled by less than scrupulous entrepreneurs.

Its mandate is to preserve both the natural and cultural heritage of the great watershed.

This includes 1,325 hectares along the length of the Niagara River, the area Wallenda needs to affix one end of his tightrope wire.

According to a press release Thursday, the commission said no formal proposal has been submitted but that any plan would need to be in "the best interests of the park." It also said there are concerns an attempt could spur others to try similar risky feats.

Niagara should embrace all opportunities

As for Diodati, the mayor of Niagara Falls, he disagrees with Thomson, saying the city's brand is an all encompassing one.

"It's mysterious, it's romantic, it's sexy, it's dangerous, it's thrilling, it represents so much," including the daredevil history, he said.

Jean Francois Gravelot tightrope walks across the Niagara River Gorge while carrying his manager, Harry Colcord, on Aug. 19, 1859. (Hulton Archive/Getty)

For one thing, Diodati observes, the city has a statue honouring Blondin.

Niagara Falls, he says, is "one of the most recognizable brands in the world, so why not partner up with other recognizable brands, like Wallenda."

Diodatia also wants the city to do more to promote its celebrity links as well, from the 1952 visit by Marilyn Monroe for the filming of Niagara to various visits by the British Royal Family.

The area should embrace any opportunity that will increase the number of visitors, he said, because the tourism industry has been hit hard of late by the high Canadian dollar as well as such things as the new passport requirements for U.S. visitors and rising gasoline costs.

"In my opinion, anytime the name Niagara Falls gets mentioned we win," Diodati said.

Besides, he said, regardless of what actual happens in the city, it is the natural beauty of the area that is initially drawing people.

"Anything that we do is a sideshow to the falls," Diodati said, "but once they see the falls than they look around and say, 'Well what else?'"

Adaptable attraction

Over the last 15 years, for instance, Niagara has moved away from its billing as "the honeymoon capital of North America" to become more of an entertainment centre with casinos, restaurants and theme parks.

"They've packaged the falls with these other experiences and by doing that they're looking to capture a visitor for a longer period of time — who might stay for one or two nights more — and a broader spectrum of clientele," Mathieson said.

However, he noted, the tourism industry is premised on the natural beauty of Niagara Falls, something on which Diodati and Thomson seem to agree.

Without that there wouldn't be much of an industry at all.