2025 Year-end Reflections and Resolutions from OHTO

Reflections…

Meghan James, Chief Governing Officer

As I look back on the past year, it’s hard not to feel proud of what a win it’s been for Ontario’s Highlands. We were lucky with a beautiful summer, strong tourism growth, and even an early start to winter. It all added up to a season that felt alive in every corner of the region.

Our board spent much of the year focused on aligning our work with TIAO’s new Tourism Playbook. That alignment is helping us look further ahead and make sure we’re supporting a tourism landscape that’s stable, thoughtful, and ready for what’s coming next.

We also saw real growth within our own communities. New collaborations took root, and conversations that started small turned into meaningful partnerships. 

Another highlight was working more closely with tourism champions and businesses who continue to show that community is tourism and tourism is community. That connection shows up everywhere: in the way operators support one another, in shared marketing efforts, and in the optimism people bring to the table when we meet.

On the policy front, MAT implementation moved ahead in several communities, including Pembroke, Haliburton, and Petawawa. Funds will begin to roll out in 2026, and that revenue will open new doors for destination development and marketing.

We also saw a substantial rise in international visitors year over year. Early indicators point to even stronger numbers in 2026, which is a promising sign for operators who’ve been working hard to rebuild and grow their markets.

Looking ahead, we’re planning more in-person sessions and networking opportunities in the new year. Strengthening relationships is a priority for our board, and we want to make it easier for stakeholders to meet, learn from one another, and spark ideas that lead to action.

As we move into the holiday season, I hope you find time to rest, celebrate, and enjoy the people who matter most. Wishing you warmth, love, and a joyful start to the year ahead.

Resolutions...

Nicole Whiting, Executive Director

As the year comes to a close, I want to thank you – our members -  for the care, energy, and commitment you bring to delivering exceptional guest experiences in Ontario’s Highlands. Whether you’re hosting visitors or elevating investment into the tourism sector in your community, your work matters - and it shows in the strength of our region.

As I look ahead to the year before us, I keep coming back to the idea of intention. Tourism moves quickly, and it’s easy to feel pulled in many directions.  

As you plan for the coming year, I encourage you to keep things simple and practical:

• Choose one priority that will truly move the needle for you — whether it’s extending your season, strengthening your digital presence, improving sustainability practices, or building new partnerships. A single, well-defined focus creates momentum and makes decision-making easier.
• Let data and insight guide your decisions, rather than trying to do everything at once. Lean into the research, insights, and tools available through OHTO and our partners. Understanding visitor behaviour, market trends, and regional performance allows you to invest time and resources where they will have the greatest impact.
• Lean into collaboration, because the best ideas and outcomes in our region happen when we work together. Look for opportunities to align with neighbouring businesses, local DMOs, and regional initiatives—whether through shared storytelling, packaging experiences, or participating in collective marketing and trade efforts.

OHTO will continue to focus on creating meaningful opportunities for connection, learning, and collaboration in the year ahead supporting you with practical tools, shared insight, and spaces to come together. We look forward to working alongside you as we collectively strengthen our communities through tourism.

Wishing you time to rest and reset over the holidays, and a new year filled with clarity, momentum, and possibility.