Back to SearchPembroke, ON – April 9, 2026 – The Ottawa Valley Tourist Association (OVTA), in partnership with the Town of Petawawa, is pleased to announce the launch of the Tourism Development & Sponsorship Fund, a new funding program designed to support local tourism initiatives and strengthen the community’s visitor economy.
Funded through revenues generated by the Municipal Accommodation Tax (MAT) collected in the Town of Petawawa, the program will provide financial support to eligible OVTA members in Petawawa undertaking projects that enhance visitor experiences, increase tourism promotion, and attract visitors to the community.
The fund is divided into two streams:
- Event Sponsorship Stream, supporting festivals, events, and programming that drive visitation
- Tourism Development Stream, supporting projects that enhance visitor experiences and tourism marketing
Together, these streams are designed to encourage collaboration, support local tourism operators, and elevate Petawawa’s profile as a destination within the Ottawa Valley.
“The Town of Petawawa is supportive of the Ottawa Valley Tourist Association (OVTA) in its role overseeing and launching a grant application process funded through revenues generated by its portion of the Petawawa Municipal Accommodation Tax (MAT),” said Colin Coyle, Manager of Recreation, Culture & Tourism for the Town of Petawawa. “The Town views this initiative as a strategic and collaborative approach to reinvesting tourism dollars directly into the development and enhancement of tourism-based special events across our community. By administering these funds through a structured and transparent grant program, the OVTA is well positioned to support event organizers, foster innovation, and elevate the overall visitor experience. The Town is confident that this model will not only strengthen regional partnerships but also drive increased visitation, economic impact, and long-term tourism growth within Petawawa and the broader Ottawa Valley.”
Applications for the Tourism Development & Sponsorship Fund are open from April 7 to April 24, 2026, with funding available on a limited basis. Applicants must be OVTA members in good standing and located within the Town of Petawawa. For more information about the fund, including program guidelines and application, visit: https://ottawavalley.travel/industry/tourism-landscape/tourism-development-sponsorship-fund/
Successful projects will demonstrate strong tourism impact, including the ability to attract visitors, enhance the visitor experience, and contribute to the promotion of Petawawa as a tourism destination.
In 2025, the Town of Petawawa introduced a 3% Municipal Accommodation Tax (MAT) on overnight stays of less than 30 days at five local hotels. That same year, the City of Pembroke introduced a 4% MAT on overnight stays of less than 30 days at hotels, motels, inns, and campsites at Riverside Park. Both communities identified the Ottawa Valley Tourist Association as the eligible tourism entity to receive 50% of the collected revenues to support tourism development and marketing in Petawawa and Pembroke.
The Municipal Accommodation Tax legislation, introduced in the Province of Ontario in December 2017, is a revenue generation tool that grants municipalities the authority to implement a tax on accommodation stays of 30 days or less. A minimum of 50% of the revenue collected must be shared with an eligible tourism entity for the purpose of tourism development and marketing.
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The OVTA is the destination marketing organization for the Upper Ottawa Valley and proudly represents over 350 tourism businesses, comprised of attractions and outfitters, accommodation, food, beverage and retail establishments, artists and galleries, municipalities and community organizations, as well as media and industry suppliers. The OVTA is supported by the County of Renfrew, Renfrew County municipalities and the City of Pembroke.
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For more information, contact:
Tourism Industry Relations & Digital Marketing Coordinator
613.732.4364, x416
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