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

Tourism 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: 

  1. 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. 
  2. 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. 
  3. 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. 
  4. 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. 
  5. 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

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. 


Project Updates


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


Frequently Asked Questions