Norfolk County could soon introduce a new revenue tool aimed at strengthening the local tourism economy, following a feasibility study recommending the implementation of a Municipal Accommodation Tax (MAT).
The tax, proposed at four percent for overnight stays of 30 days or less, is designed to fund tourism marketing and local infrastructure projects without impacting residents’ property taxes.
What the MAT Would Look Like
The study, prepared by consulting firm urbanMetrics on behalf of the County, examined provincial legislation, best practices in other Ontario municipalities, projected revenue models, and input from local tourism stakeholders.
A MAT is a user fee applied exclusively to visitors staying in short-term accommodations such as hotels, motels, bed and breakfasts, and vacation rentals.
If adopted, Norfolk County’s MAT is projected to generate approximately $704,000 annually, with at least half directed to a proposed not-for-profit tourism organization, tentatively named the Norfolk County Tourism Corporation (MDC-1).
The organization would fund marketing campaigns, promotional initiatives, and programs to attract more visitors, while the County could use its share of revenue for tourism-related infrastructure, events, and local improvements.
The study also recommends designating the Ontario Restaurant Hotel & Motel Association (ORHMA) as the tax collection agent to reduce administrative burden, and implementing a short-term rental licensing by-law to ensure fair compliance across all accommodation providers.
Consultants say the MAT is a proven tool already used by over 80 Ontario municipalities, including comparable communities like Prince Edward County, Lambton Shores, and the Blue Mountains.
Local Pushback: Petition Against the Tax
Not all residents and business owners are on board.
Ray Ferris, a Long Point business owner and real estate agent, has launched an online petition calling for the abolition of the 4% MAT.
Ferris argues that the tax could discourage visitors from choosing Norfolk County as a destination, putting local businesses and employment at risk.
In the petition, Ferris writes that tourism is “the lifeblood of our economy,” and warns that adding a financial burden for visitors could drive families to nearby communities without such taxes.
As of Monday, the petition had collected more than 1,200 verified signatures, signaling strong local interest in the issue ahead of Council’s discussion.
Ferris also encourages alternative solutions, such as community events and tourism packages, which he says could generate revenue without deterring visitors.
“We call upon the decision-makers governing Norfolk County to reconsider the 4% Municipal Accommodation Tax,” the petition reads.
You can see the full petition here.
Online Debate Between Mayor and MPP
The petition has also sparked online debate as well, including a back and forth between Norfolk County Mayor Amy Martin and local MPP Bobbi Ann Brady.
Brady shared the petition on social media, saying the tax “will reduce visitors that our businesses rely upon…people will simply go spend their money elsewhere.”
In response, Mayor Martin criticized Brady for “meddling in the work of municipal business” before Council had a chance to discuss the matter.
Brady replied, arguing that public feedback is important for elected officials: “Shouldn’t the mayor want opinions so she can best form hers?” She later added, “Apparently as a taxpayer I shouldn’t have an opinion. Rich coming from last year’s PC candidate who did not hesitate to insert herself in provincial politics and still does.”
The back-and-forth continued with Martin posting: “While our MPP is using Facebook to bully people not the policy or the issue,” and then provided feedback from other elected officials who reached out to her across Ontario in support of the move.
What’s Next
Norfolk County Council is set to discuss the Municipal Accommodation Tax at its meeting tomorrow.
No final decision has been made, but the discussion, the petition, and the online debate illustrate both the potential benefits of a dedicated tourism funding tool and the strong community concern about its impact on local businesses and visitors.
Residents and business owners alike will be watching closely as the County weighs the long-term benefits of sustainable tourism funding against the potential consequences for the local economy and visitor experience.
