Municipal Accommodation Tax Association of the Town of South Bruce Peninsula - 2024 Grant Program

The MATA Grant is funded through the Municipal Accommodation Tax (MAT) collected by local accommodation providers. Powered by the collaborative efforts of the Municipal Accommodation Tax Association (MATA), this initiative seeks to drive sustainable growth and enhance the vibrancy of tourism within the Town of South Bruce Peninsula. Whether you're a private business or a non-profit organization, the MATA Grant stands ready to match your investment, amplifying your project's impact and reach.


The grant extends to established tourism businesses or organizations operating within the Town of South Bruce Peninsula. Applicants must demonstrate the financial and operational capability to execute their proposed projects, which should aim to enrich the tourism landscape of South Bruce Peninsula through innovative and inclusive initiatives.

Program Streams

The MATA Grant encompasses a range of program streams including the following:
  • Marketing/Advertising 
  • Experience Development
  • Festivals and Events

Key to MATA's mission is the fostering of a four-season tourism destination that is collaborative, transparent, and accountable to its stakeholders. Through the MATA Grant, we aim to build, sustain, and grow the region's tourism by investing in projects that align with our core values and contribute to the economic, social, and environmental well-being of the community.

For those interested in applying, please ensure your projects comply with our guidelines, including eligibility criteria, project/partner requirements, and the application process. Two funding intakes will occur, with deadlines on April 30 and September 30, 2024. We encourage potential applicants to contact us at to discuss your ideas and ensure eligibility before submitting your application.

MATA Grant Program Guidelines 

2024 MATA Grant Program Application

Tourism Strategy 

In association with Regional Tourism Organization 7, the Municipal Accommodation Tax Association of the Town of South Bruce Peninsula has taken a progressive step toward fostering, growing, and promoting the local tourism industry by undertaking a comprehensive and sustainable 5-year tourism strategy (and 1-year action plan).

The resulting tourism strategy will enable the Municipal Accommodation Tax Association to make informed decisions about the future investment in tourism. The plan is based on solid research and a committment to a strategic approach for investing Municipal Accommodation Tax (MAT) revenues and optimizing outcomes for local tourism operators and stakeholders. McQueen Galloway Associates was engaged to develop the strategy and plan, and work on the project has been completed.

Stakeholders are encouraged to review the completed MATA Framework & Tourism Strategy here.

Thank you to those who shared your feedback as a tourism operator or organization within South Bruce Peninsula through interviews, virtual workshops, and/or the survey. A Situational Analysis Report has been completed by MGA and is the supporting contextual document and the foundation of the reccomendations to come in the tourism strategy and action plan.

View the Situational Analysis Report here.

For more information on the project, please contact:

Kim Clarke
T: 519-379-2506

What is the MAT?

Municipal Accommodation Taxes (MAT) are applied to guest rates that use short term accommodations such as hotels, motels, rental properties, and transient campgrounds. Municipalities that implement the tax must do so under the regulations outlined by the province. While the municipality is responsible for collecting the MAT, they are required to allocate 50% of these revenues to a Designated Marketing Organization (DMO). The DMO for South Bruce Peninsula is MATA – Municipal Tax Accommodation Association. 
For more information on the Town of South Bruce Peninsula’s MAT tax, visit this page on the town’s website.

What is MATA?

With MAT revenues received annually by MATA, this newly formed Association (comprised of tourism stakeholders) is responsible for the distribution and investment of these funds that must be spent on tourism related promotion and products.
MATA’s mission is to promote and foster local tourism development and grow the shoulder and off-season tourism in The Town of South Bruce Peninsula.

Our Vision
To have the Town of South Bruce Peninsula as a four-season Tourism destination of choice in Ontario.
Our Mission
To work with our tourism stakeholders to build, sustain and grow tourism in the Town of South Bruce Peninsula through investment and education.
Core Values
Collaborative, Transparent, Trustworthy and Accountable to our Tourism Stakeholders
MATA’s Board of Directors:
  • Robert Trask, Chair, Chesley Lake Camp
  • Donna Harb, Secretary/Treasurer, Sauble Beach Chamber of Commerce, Realtor
  • Betty Ann (George) Knight, STA Owner
  • Lisa Gow, Carson’s Camp
  • Kim Follis, Financial Advisor 
  • Mitch Grant,  Sauble Cottage Rentals & Unique Pieces Retail
  • Evan Baulch, Heydays Restaurant Owner
  • Joe Vanderzand, Board Member for The Deep Water Gallery and Wiarton & District Chamber of Commerce
  • Paul Sutter, Wiarton & District Chamber of Commerce

You may unsubscribe from this list at any time.

A map depicting the boundaries of the South Bruce Peninsula Municipal Accommodation Tax boundaries.