TORONTO — On April 7, the Tourism Industry Association of Ontario (TIAO) kicked off National Tourism Week with the Tourism Opportunities Forum at the Enercare Centre in Toronto, bringing together more than 130 tourism leaders, municipal representatives and industry professionals.
One of the forum’s major focal points was the Municipal Accommodation Tax (MAT). Since the launch of the MAT in Ontario in 2017, more than 70 municipalities have been transformed into performance-driven tourism markets that are growing visitation, spend and municipal revenues. The forum’s panel discussions dove into how municipalities can further leverage MAT to foster growth and sustainability, with a special focus on best practices, successful case studies and strategies for deepening collaboration between the tourism industry and local governments.
The MAT is a tax on short-term stays designed to boost Ontario’s tourism industry. The funds collected help promote and develop local tourism markets and support local economies through non property tax funding of destination marketing and management organizations and municipalities.
TIAO has been advocating for enhancements to the MAT regulation to allow municipalities, industry and the province to increase funding, strengthen collaboration and address barriers. The initial 2017 regulations represented a good starting point, however, updates are now needed to improve performance informed by learnings since implementation, dramatic market and industry changes during that time, and the emergence of global best practices in visitor-based assessments.
As part of the forum, TIAO unveiled new provincial data that offered an updated picture of the MAT’s performance across Ontario. This data provided a deeper understanding of how MAT is re-shaping the tourism landscape and creating new economic opportunities for local communities.
The afternoon sessions explored pressing issues affecting Ontario’s tourism future, including the ongoing tariff impact on cross-border tourism. With the U.S.-Canada trade dispute disrupting plans for 2025, Destination Ontario and Context Research Group Inc. presented new research findings on how tariffs are influencing consumer sentiment and purchasing behaviour, offering crucial insights for tourism professionals planning for the years ahead.
Attendees also got an exclusive sneak peek at Ontario’s new five year industry driven Tourism Strategy, which aims to address emerging market opportunities and position the province as a global tourism leader in a post-pandemic world.
“This event is an essential gathering for those who are looking to navigate the evolving tourism landscape in Ontario,” said Andrew Siegwart, president and CEO of TIAO, “We’re tackling critical issues — from the MAT to trade disruptions — that will shape the future of tourism in Ontario. This forum is where ideas turn into action, and the conversations will define the strategies for tomorrow.”
