Together with Destination Marketing Guelph, Tourism and Destination Development have three funding programs available, designed to support the development and attraction of new tourism initiatives across the City of Guelph. The objectives of the funding streams are to support projects that demonstrate an ability to drive overnight stays at local accommodations and a strong visitor appeal.
Applications for 2027 programs are now open. For 2027 application planning, please contact business support services for support. All are welcome to reach out early to ensure their project aligns with the objectives of the funds.
All funding is made available through the Municipal Accommodation Tax (MAT).
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Municipal Accommodation Tax (MAT) Administration Policy
The Municipal Accommodation Tax (MAT) Administration Policy, passed in April 2024, outlines three funding portfolios to support strategic tourism investments that prioritize the advancement of Guelph’s reputation as a must-see visitor destination. Applicants are highly encouraged to review the Municipal Accommodation Tax (MAT) Administration Policy as all funds are subject to the requirements and processes laid out in the policy.
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Funding Streams Available for 2027
Destination Animation Fund
Supports tourism operators who are looking to leverage partnerships within the industry to increase Guelph’s destination attractiveness through new or enhanced tourism products and initiatives. Applicants may receive up to $5,000 with a 10 per cent matching contribution requirement. For full eligibility details and instructions, please refer to the application guidelines. Applications are now closed.
For full eligibility details and instructions, please refer to the application guidelines.
Tourism Marketing Assets & Education Program
The Tourism Marketing Assets & Education Program supports Guelph tourism businesses, events, and organizations by providing high‑quality photography, videography, and practical marketing training. The program is designed for festivals, events, attractions, cultural organizations, tours, and tourism‑serving businesses that want to strengthen their visibility, reach new audiences, and enhance the visitor experience.
This is a two‑part program. Participants receive a customized package of professional marketing assets that showcase their business or event. They also take part in a hands‑on marketing education workshop focused on building a clear, achievable marketing plan tailored to their goals. For full eligibility details and instructions, please refer to the application guidelines.
Apply for the Tourism Marketing Assets & Education Program
Gather Here Sponsorship Fund
This fund supports the attraction of new events in Guelph such as conferences, sporting events, and festivals. Successful applicants should be able to demonstrate high rates of visitor attraction, the ability to increase Guelph’s brand awareness, and collaboration with local accommodations and conference venues. Events taking place in 2027 are welcome to apply. Applicants must book an appointment with Tourism and Destination Development before submitting a Gather Here Sponsorship Fund application to ensure this fund is right for your event. Contact Business support services.
Gather Here Sponsorship Application Guide
Applications are accepted on a rolling basis until the funding envelope is exhausted.
Program Eligibility
Incorporated not-for-profit and for-profit organizations are eligible to apply. Individuals or unincorporated entities are ineligible to receive funding.
All funding streams are offered on an annual basis to applicants that can demonstrate strategic, equitable and measurable investments in new or enhanced projects that prioritize:
- Attracting visitors for overnight, extended stays at local accommodations
- Strong collaboration among local and regional partners
- Advancing Downtown attraction efforts
- Increasing or enhancing sports and events offerings in the City
- Advancing efforts to promote inclusion, diversity, equity, and accessibility in the tourism sector
All successful applicants must be in good standing with the City of Guelph.
Reporting Requirements for Guelph Tourism Funding Streams
All recipients of Guelph Tourism funding must complete a post event report that demonstrates the impact of their project or event. This report helps the City understand how tourism investments support visitation, local businesses, and the broader tourism ecosystem. You will be asked to provide visitor information and key economic impact indicators, along with any additional insights that help illustrate the value of your work.
All recipients will be provided with a report template to be completed by the end of the 2027. Applicants are required to plan ahead to collect the information needed for the report.
Apply for the Tourism Funding Streams in 5 Steps
- Read the grant guidelines and the Municipal Accommodation Tax (MAT) Administration Policy to understand grant requirements, eligibility, and selection criteria.
- Set up a Decision Hub account to access the online grant application by clicking the specific application link you are looking to apply for. Choose which grant to apply for and complete the appropriate application.
- When prompted, you will need to attach a copy of the attestation cover letter and budget form.
- Submit completed applications for the Destination Animation Fund and the Tourism Assets Development and Education Fund by November 27th, 2026, at 5 p.m. You must click submit to complete your application. If you have not clicked submit, the review committee will not receive your application.
Evaluation
Evaluation of applications will use a standardized rubric that aligns with the expectations of the program. Applications made by for-profit organizations will be evaluated and awarded by Destination Marketing Guelph while applications made by not-for-profit organizations will be evaluated and awarded by the City of Guelph.
Applications will be evaluated according to their alignment with the funding programs’ objectives and the expected outcomes. Review the rubric for evaluation.
Although we hope to award as many applications as possible, awards will be determined through evaluation by the funding available.
Applicants will be notified about the status of their application by March 1, 2027.
Additional Resources
- Municipal Accommodation Tax Administration Policy
- Evaluation Rubric
- Ontario Transient Accommodation Tax
- 2022-2026 Economic Development and Tourism Strategy
For More Information
Victoria Filippelli, Economic Development Officer – Tourism
Economic Development & Tourism
519-822-1260 extension 2079
[email protected]