The Town of South Bruce Peninsula is looking at what to do with the revenue from its municipal accommodation tax.
Councillors recently highlighted some issues they would like to see tackled, including a waste management and education strategy with regard to visitors, as well as consideration of how housing affects tourism employment.
In order to figure out what to do with the money, an organization was formed called the Municipal Accommodation Tax Association (MATA). It’s comprised of accommodation business owners, a realtor, a financial advisor and other local business owners. It gets half of the municipal accommodation tax revenue and must use it for tourism related promotion and products.
Last week, MATA gave a presentation on its work so far, and took questions from council.
Councillor Caleb Hull is concerned about the increase in waste during the tourist season and the landfill that’s nearing its capacity.
“It’s not just washrooms and parking. It’s dealing with waste,” says Hull, noting, it’s especially a problem if visitors leave garbage or recycling out in the wrong places or on the wrong days.
Councillor Kathy Dust wants to ensure there is an education program for visitors with regard to appropriate places to leave their garbage. She asked if MATA would incorporate some educational pieces into its promotion of the area.
Deputy Mayor Jay Kirkland asked about staff recruitment and housing and what role the municipality might have in that.
Since 2022, the Town has collected a four per cent tax from accommodation businesses. 50 per cent goes to a designated tourism organization and the other half to the Town. There are now over 50 municipalities that have MAT taxes in Ontario.
MATA aims to grow the tourism season in the municipality, which includes Sauble Beach, Wiarton, Red Bay and other areas during the shoulder seasons, and the winter.
It has selected five areas of focus; staff recruitment and housing, extending the tourism season, tourism infrastructure (washrooms, parking), elevating the visitor experience, and improved coordination and communication.
MATA hired consultants McQueen, Gallows Associates (GA) and Sierra Planning and Management to develop a five-year tourism strategy and a one-year action plan for the municipality.
Those consultants looked at tourism trends, reviewed past reports and plans, analysed visitor data, reviewed MAT municipal accommodation tax and comparable places (Prince Edward County, Kingston, Quinte West), and also consulted with stakeholders through zoom meetings, interviews and a survey.
According to MATA’s 75-page Situational Analysis Report published in July, the Town’s economic development strategic plan says $50,000 should be allocated towards tourism initiatives and programs over 5 years. The report says the Town is running a visitor centre for $20,000 a year.
Visitors to Wiarton and Sauble Beach include residents of Grey Bruce as well as London, Guelph, Toronto, Kitchener, Cambridge, Brampton, Mississauga and Hamilton.
A meeting for council and stakeholders is set for September 21st when the plan and its recommendations is expected to be presented.
MATA is planning to launch a tourism website in early 2024.