MBC Media file photo
A new funding program aimed at supporting tourism initiatives and attracting more visitors to Pembroke is being launched through a partnership between the Ottawa Valley Tourist Association and the City of Pembroke.
The Tourism Development & Sponsorship Fund will provide financial assistance to eligible Ottawa Valley Tourist Association members in Pembroke for projects intended to enhance visitor experiences, promote tourism and increase visitation.
The program is funded through revenues generated by the Municipal Accommodation Tax (MAT), which Pembroke introduced in 2025 on short-term overnight stays at hotels, motels, inns and campsites at Riverside Park.
The fund will be divided into two streams: an Event Sponsorship Stream to support festivals, events and programming that attract visitors, and a Tourism Development Stream focused on projects that improve visitor experiences and tourism marketing.
City officials say the initiative is intended to reinvest accommodation tax revenues into local tourism development while supporting organizations and businesses that contribute to the area’s visitor economy.
“The City of Pembroke is proud to partner with the Ottawa Valley Tourist Association on the Tourism Development & Sponsorship Fund, an initiative that reinvests Municipal Accommodation Tax revenues directly into enhancing our tourism offerings and visitor experiences,” said Elijah McKeown, the city’s tourism and digital media officer.
McKeown said the funding will help local organizations and tourism operators develop events, experiences and attractions aimed at increasing visitation and supporting economic activity in the community.
Applications for the fund are open from June 16 to July 7. Funding is available on a limited basis, and applicants must be Ottawa Valley Tourist Association members in good standing and located within the City of Pembroke.
Successful applications will be assessed on their potential tourism impact, including their ability to attract visitors, improve visitor experiences and promote Pembroke as a destination.
The Municipal Accommodation Tax was introduced by the Ontario government in 2017 as a tool allowing municipalities to collect revenue from accommodation stays of 30 days or less. Under provincial rules, at least half of the revenue collected must be shared with an eligible tourism entity to support tourism marketing and development.
In addition to Pembroke’s four per cent accommodation tax, the Town of Petawawa introduced a three per cent Municipal Accommodation Tax in 2025 on overnight stays at five local hotels. Both municipalities identified the Ottawa Valley Tourist Association as the eligible tourism entity to receive 50 per cent of the revenues collected.
(Steve Berard)
