The tourism landscape in Bruce, Grey, and Simcoe Counties is evolving with purpose. Today, we're proud to share the RTO7 2024/25 Sustainability Report, a comprehensive look at how our region is building a tourism industry that doesn't just grow but thrives sustainably for generations to come.
Why Sustainable Tourism Matters to Us All
Sustainable tourism is defined by the UN World Tourism Organization as "tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities." For RTO7 and our partners across BruceGreySimcoe, this isn't just a definition, it's our roadmap to a resilient future.
We're committed to balancing three critical pillars: economic needs that create stable, profitable businesses; social needs that celebrate our diverse communities and heritage; and environmental needs that protect the natural resources our industry depends on. This balanced approach ensures tourism strengthens communities and protects resources while driving economic growth.
Celebrating Our Collective Achievements
The 2024/25 report highlights significant achievements—from individual stakeholder initiatives to collaborative regional efforts. Here's what we've accomplished together:
Real Investment, Real Impact
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Over $2 million in Municipal Accommodation Tax (MAT) revenue from five municipalities is being strategically reinvested into tourism development and infrastructure
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Ten additional municipalities are exploring MAT adoption, demonstrating the model's effectiveness and growing regional commitment
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Nearly 200 EV chargers are being installed across the region, supported by $2 million in secured funding—encouraging longer, more sustainable visitor stays
Growing Sustainability Commitment
Our stakeholder community is stepping up in impressive ways:
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14 organizations have started or completed sustainability certifications
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63% of partnership and implementation program applicants are ready to sign the GreenStep Sustainable Tourism 2030 Pledge
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93% of engaged stakeholders are now promoting "Visit Responsibly" messaging through their communications
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91% of 2025/26 applicants want to do more to improve their sustainability
Innovation in Action
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RTO7 achieved Silver Certified Destination status through GreenStep, demonstrating regional leadership
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Our partnership with the Ontario Snow Resorts Association created a sector-based certification model, with six resorts beginning their sustainability journeys
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Geofencing technology and analytics are helping municipalities like Kincardine turn visitor data into targeted, effective marketing strategies
Transforming Perceptions
Our "Careers in Tourism" video series achieved
over 1.2 million views, repositioning tourism as a meaningful, growth-oriented career path. We've also engaged
275 students from 12 high schools in hands-on hospitality challenges, supported by 10 local tourism businesses.
Meeting You Where You Are
Recognizing that sustainability looks different for everyone, we've expanded our support:
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Added sustainability coaches to our T3 Accelerator Program
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Delivered targeted workshops and training sessions
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Provided hands-on guidance and incentive funding
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Connected operators with Georgian College students for sustainability assessments
Looking Ahead: Exploring New Possibilities
The momentum is building, and our Sustainable Tourism Working Group continues to generate ideas for advancing our collective sustainability journey. While specific goals will align with RTO7's Business Plan, we're exploring several promising directions:
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Careers in Tourism campaign growth
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Enhanced business support
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Regional Collaboration & Advocacy
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Visitor-Facing Messaging
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Data-Driven Decision Making
Your Journey Starts Here
From certified sustainability leaders to operators just beginning to explore these concepts, every stakeholder has a role to play in our region's future. Sustainability isn't about having all the answers. It's about taking a step forward, wherever you're starting from.
Our commitment to you is simple: We'll meet you where you are and help you move forward. RTO7 has spent years building the tools, partnerships, and resources to support stakeholders of all sizes.
Download the full 2024/25 Sustainability Report to dive deeper into our progress and plans.
Have questions? We'd love to hear from you. Whether you're curious about certification programs, need guidance on where to start, or want to share your own sustainability initiatives, our team is here to help. Reach out to
info@rto7.ca and one of our team members will get in touch!