THE OPPORTUNITY:
Following the introduction of a Municipal Accommodation Tax (MAT) in 2024, the Owen Sound & District Chamber of Commerce identified a need for a strategic framework to guide the use of MAT funds. BC Hughes was engaged to develop a 3–5 year Tourism Action Plan to support tourism growth, increase overnight stays, and ensure funds are invested in high-impact initiatives that strengthen Owen Sound’s position as a destination.
THE PROCESS:
BC Hughes led a four-phase approach that included research, tourism asset identification, stakeholder consultation, and reporting. This work examined Owen Sound’s tourism landscape, including its strengths in natural, cultural, and recreational assets, while identifying key challenges and opportunities for growth.
The resulting plan established clear goals and priorities aligned with regional strategies, and outlined a structured approach to fund allocation, destination development, and marketing. A total of 21 recommendations were developed, supported by defined actions, timelines, and key performance indicators to guide implementation and ongoing decision-making.
THE OUTCOME:
The MAT Tourism Action Plan provides a strategic, five-year roadmap to guide the allocation of funds toward initiatives that drive visitation, increase overnight stays, and enhance tourism infrastructure and experiences in the city.
The plan prioritizes investment in key focus areas including outdoor recreation, and arts and culture experiences, supporting the development of demand-generating attractions and strategic marketing initiatives. It also establishes a funding model and clear governance approach to ensure accountability and impact.
Overall, the plan equips the MAT Stakeholder Committee with the tools and direction needed to make informed investment decisions, maximize the return on MAT funds, and
