"BLUE" sign in front of ski resort in the fall

Tourism Strategy

Project Update

On May 26, 2025, the Town of The Blue Mountains Council approved the 2025 - 2030 Destination Strategy. 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 with Council Fall 2025.

2025 - 2030 Destination Strategy

On this page:
1. Project Updates
2. Public and Industry Engagement
3. Staff Reports & Council Decisions
4. Frequently Asked Questions

Through the process of researching the feasibility of implementing Municipal Accommodation Tax (MAT), the Town realized a need and opportunity to develop a formal Tourism and Destination Strategy. This strategy will be co-developed with industry members and the community to help guide and support tourism development within the community.

The objectives of the project include:

Identifying and engaging a diversity of local and regional tourism organizations and businesses, tourism and municipal partners, residents, Council members, and others as identified across the research process and toward understanding the Town’s tourism ecosystem.
Establishing a baseline of the current context of tourism products, services, and infrastructure toward identifying a sustainable and strategic direction for destination development, management, and tourism marketing that responds to identified challenges.
Understanding and prioritizing the sustainability of the environment, society, and the tourism economy and four-season hosting capacity of the destination when exploring the future of destination development and tourism marketing.
Identifying tourism development and marketing solutions/initiatives that mobilize resources to enhance the built and natural environment, elevate the experience of the Town of The Blue Mountains as a place to visit, and support the well-being of the community.
Exploring and providing considerations for the positioning of the Town’s tourism brand with a focus on promoting the entire municipality, while building on well-established brands

Project Updates

June 3, 2025 - Approval of the 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 with Council Fall 2025.

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 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.
View Staff Report

Why Now?
Tourism is an important economic driver for the local economy. In The Blue Mountains, Tourism employs more than 1,780 people across 160+ tourism-related businesses and drives more than $170 million in annual sales. In addition, The Blue Mountains has a well-established reputation as a leading four-season tourism destination in Ontario, attracting over three million visitors each year through a mix of domestic and international markets.
Understanding the importance of tourism to the Town's economy and acknowledging the pressures associated with being a tourism community, the Town has committed to developing its first formal Tourism strategy aimed at strengthening the community as a destination for visitors and as a place to live, work and play for local residents.

Public and Industry Engagement

This project will include engagements with residents, tourism business owners/operators, not-for-profit organizations, partners, representatives from key tourism assets and attractors, representatives from local and regional tourism organizations and neighbouring destinations, municipal council, and municipal staff. An array of in-person and virtual engagement activities will be utilized, including a destination visit, a community session, tourism business roundtables, a community tourism survey, key informant interviews, a partners' focus group, and a project progress stakeholder session.

Community Open House

A drop-in Community Open House was held on Wednesday, September 25, 2024. This event provided an informal opportunity to learn about the project and to share experiences with tourism, and vision for the future of tourism development, management, and marketing in The Town of The Blue Mountains.

Additional public engagement opportunities will be held over the coming months. Details will be posted on this webpage when available.

Industry Engagement

Two in-person industry roundtable discussions were held in late September. A virtual industry session took place on Thursday, October 17, with participation open to all tourism-related businesses and operators.

Community Roundtable

A Community Roundtable discussion took place on Wednesday, November 13, via Microsoft Teams. A recording of the session will be posted here within a few days following the meeting.

Email Updates

For ongoing updates regarding this strategy, please subscribe to our dedicated project email list using the link below.

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Staff Reports & Council Decisions

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.
View Meeting Recording
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.
View Meeting Recording
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.
View Meeting Recording
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.
View Meeting Recording

Frequently Asked Questions

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.