Tourism Strategy

The final Tourism Strategy was presented to Committee of the Whole on May 26, 2025 through staff report SI.25.015 - Approval of 2025 – 2030 Destination Strategy. The Strategy was approved by Committee and formally approved by Council at the Council meeting on June 2, 2025. A link to the presentation and final strategy documents are included below. 

As a next step, staff will finalize and share a 2025/2026 focused work plan to implement and action the approved destination strategy. The work plan will be shared at the October 6, 2025 Committee of the Whole meeting. 

Staff Report: SI.25.015 - Approval of 2025 – 2030 Destination Strategy

Approved: 2025 - 2030 Destination Strategy

An in-person Open House is being held to share the final draft of the Town’s Tourism Strategy. This will include the destination development and tourism marketing framework. The Open House will be held at Town Hall on Thursday, April 3, 2025, from 6:00 p.m. to 8:00 p.m. All businesses, tourism operators, accommodation providers, industry stakeholders, residents and anyone else that may be interested are invited to attend. The Open House is an informal opportunity to learn about the strategy and to engage directly with Town staff and the project consultants. There is no set agenda for the Open House and attendees may join at any time during the event.

A project update was presented to the Town’s Economic Development Advisory Committee by the Town’s project consultant, Bannikin. The presentation provided a high-level overview of the projects progress, including a snapshot look into the strategic priority areas and working strategies. 

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A project update was presented to Council by the Town’s project consultant, Bannikin. The presentation provided Council with an overview of the projects progress, including an overview of the completed activities and public/stakeholder engagement opportunities. The presentation also included an overview of the upcoming project phases. 

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A Staff Report was presented to Committee of the Whole providing an overview of the work plan for the Tourism and Marketing Strategy project.

The report outlined that the strategy is divided into two parallel parts. The first is a five-year Destination Development Plan that will guide the Town’s actions of supporting and investing in tourism and destination development. The second is a five-year Tourism Marketing Strategy that will support the actions and work plan of the Blue Mountain Village Association as the Town’s Destination Marketing Organization (DMO).

The report also detailed the importance of research, collaboration and public engagement to support the development of the strategy and the action items. 

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A Staff Report was presented to Committee of the Whole seeking direction to proceed with the implementation of the Municipal Accommodation Tax, and to approve a budget to award the consulting contract for the Tourism and Marketing Strategy. For more details on this Staff Report and Council's decisions, go to the Staff Reports section on this page.

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A Staff Report was presented to Committee of the Whole providing an update on the Municipal Accommodation Tax, and seeking direction to proceed with applying for grants to support the development of a Tourism and Destination Marketing Strategy. For more details on this Staff Report and Council's decisions, go to the Staff Reports section on this page.

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Staff Report SI.25.032 was presented at the Committee of the Whole meeting on October 6, 2025. The report provides an overview of the 2025-2026 Destination Strategy Work Plan, which is based on the 2025-2030 Destination Strategy approved by Council in May 2025. The Committee voted 6-0 to endorse the 2025-2026 workplan as presented and to direct staff to include $150,000 from the Town's share of Municipal Accommodation Tax to implement the workplan into the 2026 budget for consideration. The Committee also voted in favour of directing staff to apply for available grant funding opportunities to support the implementation of the Destination Strategy, and acknowledged that staff will provide an annual report regarding the implementation progress of the Destination Strategy. This decision was formally approved at the October 20, 2025, Council Meeting. 

The presentation begins at the 4:55:47 mark of the meeting recording. 

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Staff report SI.25.015 - Approval of 2025 – 2030 Destination Strategy was presented to Commitee of the Whole on May 26, 2025. The report requested Council endorsement and approval of the 2025 – 2030 Destination Strategy, which serves as the Town’s first formal strategy to guide and manage tourism in The Blue Mountains.

Presentation of the report begins at the 3:36:44 mark of the meeting recording.

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Staff Report FAF.24.105 was presented to Committee of the Whole providing an overview of the work plan for the Tourism and Marketing Strategy project.

The report outlined that the strategy is divided into two parallel parts. The first is a five-year Destination Development Plan that will guide the Town’s actions of supporting and investing in tourism and destination development. The second is a five-year Tourism Marketing Strategy that will support the actions and work plan of the Blue Mountain Village Association as the Town’s Destination Marketing Organization (DMO).

The report also detailed the importance of research, collaboration and public engagement to support the development of the strategy and the action items. 

Presentation of the report begins at the 6:22:25 mark of the meeting recording.

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Staff Report FAF.24.067 was presented to Committee of the Whole on July 8, 2024. The report requested Council direction to preliminary proceed with the implementation of a Municipal Accommodation Tax. The Staff Report included a draft by-law, request to host a Public Meeting, draft "Use of Municipal Accommodation Tax Funds" Policy, request to approve the Blue Mountain Village Association as the Town's official Destination Marketing Organization, and request to approve budget at an upset limit of $80,000 to award the consulting contract for the Tourism and Marketing Strategy. Committee voted in favour of the staff recommendations, and this decision was adopted by Council at its meeting on July 15, 2024.

Presentation of the report begins at the 1:55:10 mark of the meeting recording.

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Staff Report FAF.24.004 was presented to Committee of the Whole on January 15, 2024. The report requested Council direction to proceed with exploring the feasibility and considerations of implementing a Municipal Accommodation Tax, while acknowledging that no formal decisions had been made at this time. The report also requested direction to proceed with applying for grants to support the development of a Tourism and Destination Marketing Strategy. Committee voted in favour of the staff recommendations, and this decision was adopted by Council at its meeting on January 29, 2024.

Presentation of the report begins at the 51:00 mark of the meeting recording.

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Municipal Accommodation Tax (MAT) is a tax levied on the purchase of transient accommodations within a municipality. The funds collected through the tax are used to promote tourism and to support tourism-related activities and projects. MAT is governed by the Provincial Government through O. Reg. 435/17: Transient Accommodation Tax. 

Visit the project webpage to learn about the Town's Municipal Accommodation Tax project.