The Town of Midland is looking to retain a consultant to develop a five-year Tourism Strategy. In February 2024, the Town implemented a Municipal Accommodation Tax (MAT). This strategy will support year-round tourism development in Midland and will guide staff, Council and the MAT Committee in allocating the revenue generated by the MAT.

     Background

The Town of Midland, a municipality with a population of 18,000, is located on the shores of Georgian Bay. Tourism is one of the main economic pillars for the North Simcoe region and Midland is looking to become a four-season tourism destination. The success of this project will be the development of an actionable strategy with an implementation plan identifying achievable activities, expected outputs, anticipated outcomes, and goals to support the work that the Town of Midland is undertaking to promote and increase tourism visitation in Midland.

Midland has a strong summer base for tourism. We are located on Georgian Bay, organize and host many festivals and events, and we welcome international cruise ships at our municipal marina from May to October. North Simcoe is also a cottaging destination which impacts the population of the region from spring to fall. While we are starting to plan more events into the shoulder season, there is room for growth and there is a need for winter tourism programming and promotion. 

The Town implemented the Municipal Accommodation Tax on February 1, 2024 and will utilize the MAT as a source of funding to support tourism activities and effectively align these funds to grow and support tourism for the benefit of our community and tourism partners. Tourism Simcoe County is the eligible tourism entity receiving 50% of the collected MAT funds and they will be involved with this project. The Town and County are working on visitor Environics and workshops with attractions and accommodations to develop stay and play packages and this information will be shared with the consultant for the Tourism Strategy.

The development of the Tourism Strategy not only aligns with the implementation of the MAT, but the Town of Midland is currently undertaking a Waterfront Master Plan and working on the development of Midland Bay Landing that will include both private and public use elements to the site. The waterfront, Georgian Bay, and water-based activities play an important role in tourism development within the Town of Midland.

The Town of Midland and surrounding municipalities have a variety of tourism assets including the Midland Cultural Centre which also houses the Huronia Players Theatre and Quest Art School + Gallery, a beautiful downtown which underwent a rejuvenation project in 2020, an active Downtown Midland Business Improvement Association, the Huronia Museum, a municipally owned and operated marina, tour boat operators, and the Trans Canada Trail that travels through Midland and all North Simcoe municipalities. The Town of Midland is active in restoring the many historical murals located within the downtown core as well as commissioning new public art works and murals to be placed throughout town.

Area attractions include Sainte-Marie Among the Hurons, the Martyrs’ Shrine, the Wye Marsh Wildlife Centre, Discovery Harbour, King’s Wharf Theatre, Awenda Provincial Park and Georgian Bay Islands National Park.

Town of Midland staff organize award-winning festivals and events including Ontario’s Best Butter Tart Festival presented by Chapman’s which draws 60,000 visitors for the one-day event. Town staff organize Tall Ships Midland every three years, the Georgian Bay Tugboat Festival, the new Midland Mural Festival as well as community events such as the Kids Fishing Derby and Canada Day celebrations. Town staff also work with third-party event organizers who host events on municipal property including the Northern Heat Rib Series, Poutine Feast, Midland Price, as well as other tourism and community events. 

Area attractions host special events including First Light at Sainte-Marie Among the Hurons, Pumpkinferno at Discovery Harbour, and the Sweetwater Festival at the Wye Marsh. The neighbouring Town of Penetanguishene hosts Winterama, the longest-running winter carnival in Ontario, and Festival du Loup, a celebration of Francophone culture, is held in neighbouring Tiny Township.

The Town of Midland will establish a steering committee to oversee the development of the Tourism Strategy.