This spring and summer you can extend your reach into yet another market with one easy action: Join Ontario’s Highlands Tourism Organization’s Ride the Highlands program.

This niche activity promotional program is geared specifically to motorcycle enthusiasts, and marketing efforts are directed at increasing engagement with digital platforms associated with it, including RidetheHighlands.ca. Businesses who are interested in reaching this market and pivot their business to be ‘Motorcycle Ready’ can join the program to be included as a destination on one of the routes and highlighted to the motorcycle market.

It goes without saying that Ontario has a reputation for its winding, scenic roads flanked by towering forests and peppered with cute small towns. This summer, you can make your business Motorcycle Ready and have a presence on Ride the Highlands – welcoming these intrepid weekend warriors. Not convinced? Read on for seven reasons why you should join Ride the Highlands in 2025.

Reason #1: Local travel is where it's at

With the current geopolitical situation, tariff levying, and general economic conditions, local travel has become a popular option for travel in 2025. Ride the Highlands is the perfect solution for keeping it local but still having an amazing experience on the open roads in Ontario's Highlands. 

Reason #2: There’s a whole lot of spending going on

The truth of the size of the motorcycle market lies in the numbers: Motorcycle tourism is a $1.5 billion industry in Canada. We have 806,000 registered motorcycles in Canada, and 238,000 in Ontario alone. That’s a lot of folks riding a lot of bikes and spending as they go. The numbers also tell us that the motorcycle market has money to spend – the average household income of the average motorcycle enthusiast in Canada is above average, sitting cozily at more than $80,000.  

Reason #3: Motorcycle tourism continues to grow

This is one industry that has room to grow, and it continues to gain traction on Canada’s roads. In 2020, motorcycle sales increased 25 per cent over previous years. While the implementation of tariffs in 2025 have impacted sales, the expectation is growth in this industry will recover and regain its growth as tourism continues to rebound post-pandemic. 

Reason #4: You get great exposure for your business

On the Ride the Highlands interactive, online map, users are able to filter to access information about accommodations, dining spots, and more to find businesses along their routes. This highlights your business easily and with relevance for the user. In 2024 there were nearly 188,000 visits to RidetheHighlands.ca – that’s nearly 200,000 people who could have seen your business represented there!

Reason #5: Ride the Highlands has been an unqualified success

Here’s another case where the proof is in the pudding (so to speak). Since launch of the program in 2014, the numbers speak for themselves.

  • 21,414 maps distributed
  • 2,917 Ride the Highlands patches distributed
  • 2,435 kick stand pads distributed
  • 901 railroad spikes distributed
  • 11,202 subscribers for the newsletter
  • 17,599 followers on Facebook
  • 4,190 followers on Instagram

Reason #6: Applying is easy

Applying for the program is easy, so there are no excuses for not broadening your customer base to this new and growing market. Send an email to ontarioshighlands@gmail.com and indicate you are interested in becoming part of Ride the Highlands. 

An assessment form will be sent to you based on your sector, in which you must fill out to show how your business caters to the motorcycle market.  Once your assessment form is complete, you will be deemed ‘Rider Approved’ and will be sent a special package containing a Rider Approved Window Decal and other relevant marketing materials.

Reason #7: You’re in good company

Join the 64 attractions, 87 accommodations and 72 restaurants who have seen the benefits of being part of Ride the Highlands. Who knows? Joining and welcoming bikers this summer may inspire you to purchase your own bike and become a road warrior.

Learn More About Ride the Highlands

Interested in becoming a motorcycle friendly business and joining Ride the Highlands? Learn more about the program, the benefits, and how to join by watching OHTO's webinar called "Ride the Highlands 101" at the link below.