Tourism Barrie
Tourism Barrie is a not-for-profit Destination Marketing and Management Organization (DMMO) serving as the official tourist office for Barrie, Ontario. It promotes the destination to leisure, sport, and meeting visitors via websites, digital kiosks, social media, and visitor services, funded by a statutory share of the city's Municipal Accommodation Tax and tiered partnership fees.
- Company typePrivate
- Founded1989
- HeadquartersBarrie, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Tourism Barrie does
Tourism Barrie is a not-for-profit business association and Destination Marketing and Management Organization (DMMO) that has served as the official tourist office for the City of Barrie, Ontario since 1989. The organization promotes Barrie & Area as a destination for leisure travellers, meeting planners, and sport tourism organizers through a multi-channel marketing stack that includes the primary TourismBarrie.com website, four vertical microsites (WinterFun.ca, SportBarrie.com, BarrieByBike.ca, and Meeting & Venues), social media channels across TikTok/Instagram/Facebook/YouTube, 16 digital information kiosks in hotel lobbies, a bi-weekly email newsletter, print and digital Adventure Travel Guides, and the gamified My Barrie Coupon Pass loyalty platform. It also operates a year-round physical visitor centre at 4 Essa Road, Barrie that sells branded souvenirs and provides front-line trip-planning services.
Revenue is generated through three streams: a statutorily mandated share of the City of Barrie's 6% Municipal Accommodation Tax (MAT) — of which Tourism Barrie receives 50% — which was raised from 4% to 6% effective March 2024; tiered annual partnership fees from 300+ local tourism businesses ($175 basic, $425 enhanced, $50 per event, all +HST); and modest souvenir merchandise sales through the visitor centre. The MAT, first implemented in January 2019 and extended to Airbnb-style short-term rentals in June 2019, is by far the dominant revenue lever and ties the organization's finances directly to overnight visitation volume in Barrie.
The organization is governed by an eleven-member board of directors representing hotels, attractions, festivals, arts, sports, and the City of Barrie, with Kathleen Trainor serving as Executive Director. Tourism Barrie holds memberships in Destinations International and the Tourism Industry Association of Ontario, and maintains partnerships with the Barrie Hotel Association, Bruce Grey Simcoe regional tourism, Safe Travels, and federal economic development agencies. No parent company, private equity backing, or external ownership is indicated; the entity is independent and operates autonomously under its MAT-based funding arrangement with the City of Barrie.
Tourism Barrie firmographics
Firmographics- Name
- Tourism Barrie
- Legal name
- Tourism Barrie
- Website
- https://tourismbarrie.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tourism Barrie is a not-for-profit Destination Marketing and Management Organization (DMMO) serving as the official tourist office for Barrie, Ontario. It promotes the destination to leisure, sport, and meeting visitors via websites, digital kiosks, social media, and visitor services, funded by a statutory share of the city's Municipal Accommodation Tax and tiered partnership fees.
- Ownership category
- akta.pro rank
Tourism Barrie industry classification
Industry- Product category
- Destination Marketing and Tourism Services
- NAICS
- Convention and Visitors Bureaus (561591), Tour Operators (561520)
- akta.pro primary industry
- Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)
- akta.pro secondary industry
- Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE)
Keywords
Where Tourism Barrie is headquartered
LocationHeadquarters
- HQ city
- Barrie
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Tourism Barrie business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Partnership Fees: Tourism Barrie generates revenue through tiered partnership programs where local tourism businesses pay annual fees for enhanced marketing exposure, business listings, social media promotion, and participation in digital experience platforms. Partnerships range from basic listings to enhanced packages with premium benefits.
- Municipal Accommodation Tax (MAT) Revenue: Tourism Barrie receives 50% of the 6% Municipal Accommodation Tax collected from hotels, motels, and short-term accommodations within the City of Barrie. This revenue supports destination marketing and program development aimed at enhancing visitor experiences.
- Souvenir Sales: Sale of Barrie-themed merchandise including clothing, accessories, home goods, illustrated prints, postcards, and ornaments through the Tourism Barrie Visitor Centre and potentially online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tourism Barrie Enhanced Partnership - Premium marketing exposure |
| Subscription | Annual | Tourism Barrie Basic Partnership - Standard business listing |
| Subscription | Pay-as-you-go | Tourism Barrie Event Partnership - Single event promotion |
| Subscription | Annual | Partner Renewal Enhanced Annual Fee |
| Subscription | Annual | Partner Renewal Basic Annual Fee |
| Subscription | Pay-as-you-go | Partner Renewal Festivals & Events |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Tourism Barrie product offering
Product offeringCore offering
Tourism Barrie is a not-for-profit Destination Marketing and Management Organization (DMMO) that operates as the official tourist office for the City of Barrie, Ontario. It promotes Barrie & Area as a destination through a portfolio of digital marketing platforms, a year-round Visitor Centre, a tiered partnership program for local tourism businesses, and digital/print Adventure Travel Guides. Its core monetized offering is the Partnership Program (Enhanced, Basic, and Event tiers) which provides partner businesses with marketing exposure across websites, digital kiosks, social media, and travel guides.
Product overview
Tourism Barrie is a not-for-profit Destination Marketing and Management Organization (DMMO) operating the official tourist office for the City of Barrie. Its product portfolio centers on digital destination marketing platforms, notably the primary TourismBarrie.com website and multiple sub-brand microsites (WinterFun.ca, SportBarrie.com, BarrieByBike.ca, and Meeting & Venues), complemented by the My Barrie Coupon Pass digital loyalty program. Physical offerings include the Barrie Souvenirs merchandise line and the Barrie Adventure Travel Guides in digital and print formats. The organization also operates year-round visitor centre services and manages a tiered partnership program for tourism businesses. The digital ecosystem drives destination marketing while the partnership program monetizes business listing access across all platforms.
Differentiator
Problem solved
Functional benefit
Products and services
- TourismBarrie.com
Quantifiable outcome
- Over 300 businesses and attractions promoted through Tourism Barrie's platforms
- +1 more outcomes
Companies that use Tourism Barrie
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Tourism Barrie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Tourism Barrie partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- City of BarriecoreTourism Barrie receives 50% of the Municipal Accommodation Tax (MAT) revenue collected from hotels, motels, and short-term accommodations within the City of Barrie. The MAT came into effect January 1, 2019, and was increased to 6% in March 2024. Tourism Barrie invests these funds in destination marketing and program development aimed at enhancing visitor experiences in Barrie and the region.
- Tourism Industry Association of OntariocoreTourism Industry Association of Ontario partnership providing industry association membership and access to tourism industry resources and networking.
- Bruce Grey SimcoecoreRegional tourism partnership representing Bruce Grey Simcoe region for collaborative destination marketing.
- Destinations InternationalcoreGlobal destination marketing organization membership providing access to industry best practices and international tourism network.
- Barrie Hotel AssociationcoreCollaborative partnership with the Barrie Hotel Association working on the MAT Tourism Advisory Committee and recommending tourism strategies for Barrie & Area.
- Safe TravelsminorSafe Travels global health and safety certification partnership providing standardized health and safety protocols for tourism businesses.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Tourism Barrie competitors and assessment
Company assessmentDirect peers
- Tourism Whistler: Member-based destination marketing organization with tiered partnership fees, MAT-style funding, and visitor services including a physical visitor centre. Similar DMMO structure serving a single destination with seasonal marketing focus.
- Niagara Falls Tourism: Canadian DMO operating visitor economy marketing for a single destination with partnership programs, MAT-funded marketing, and multi-channel digital presence. Comparable Ontario-based destination marketing mandate and funding model.
- Ottawa Tourism: Official DMO for Ottawa providing destination marketing, visitor services, and meeting/convention bureau functions. Operates similar partnership programs and digital channels to attract leisure and business travelers.
- Banff & Lake Louise Tourism: Destination marketing organization operating as a CVB with membership/partnership tiers, municipal funding mechanisms, and multi-channel destination storytelling. Comparable membership-funded DMO with strong digital presence.
- Tourism Toronto: Official destination marketing organization for Toronto operating as a CVB/DMMO. Most directly comparable in business model: municipal funding, partnership fees, destination marketing across multiple digital channels, and visitor centre operations. Larger scale and global mandate but structurally analogous.
- Explore Waterloo Region: Regional DMMO in Ontario that similarly transitioned from DMO to DMMO, introduced MAT funding, and established a Sport Hosting Office. Vanessa Stevenson (Tourism Barrie Director) previously served on this board, indicating direct operational and structural comparability.
Broad incumbents
- Destination Canada: National DMO providing destination marketing at the country level. While operating at a different scale and mandate, the structural model of public funding, partnership programs, and multi-channel destination marketing is directly comparable.
Others
- Destinations International: Industry association for destination marketing organizations globally; Tourism Barrie holds a membership. Not a direct competitor but an enabling trade body that defines DMO/DMMO standards and provides best-practice frameworks.
- Tourism Industry Association of Ontario: Provincial tourism industry association of which Tourism Barrie is a member. Industry association peer rather than direct competitor, but reflects the same partnership and advocacy ecosystem within Ontario tourism.
Regional players
- Visit Halifax: Atlantic Canada DMO operating as a CVB with partnership fees and visitor centre operations. Operates in a different Canadian geography but provides structurally analogous destination marketing services and is a member of Destinations International.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Tourism Barrie social profiles
Digital presenceTourism Barrie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tourism Barrie leadership team
Management profileNumber of profiles
Profiles13 records
Tourism Barrie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tourism Barrie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tourism Barrie
What does Tourism Barrie do?
Tourism Barrie is a not-for-profit Destination Marketing and Management Organization (DMMO) that operates as the official tourist office for the City of Barrie, Ontario. It promotes Barrie & Area as a destination through a portfolio of digital marketing platforms, a year-round Visitor Centre, a tiered partnership program for local tourism businesses, and digital/print Adventure Travel Guides. Its core monetized offering is the Partnership Program (Enhanced, Basic, and Event tiers) which provides partner businesses with marketing exposure across websites, digital kiosks, social media, and travel guides.
Is Tourism Barrie a public or private company?
Tourism Barrie is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Tourism Barrie founded?
Tourism Barrie was founded in 1989. It employs 11 to 50 people.
Where is Tourism Barrie based?
Tourism Barrie is headquartered in Barrie, Canada, in the North America region.
How does Tourism Barrie make money?
Three revenue lines are on record. Partnership Fees are the primary driver. The others are municipal Accommodation Tax (MAT) Revenue and souvenir Sales.
Who are Tourism Barrie's main competitors?
Direct peers on record are Tourism Whistler, Niagara Falls Tourism, Ottawa Tourism, Banff & Lake Louise Tourism, Tourism Toronto and Explore Waterloo Region. Destination Canada is listed as a broad incumbent. Others are Destinations International and Tourism Industry Association of Ontario. Visit Halifax is listed as a regional player.
Does Tourism Barrie have an API?
No public API is recorded for Tourism Barrie.
What industry is Tourism Barrie in?
Tourism Barrie's product category is Destination Marketing and Tourism Services. Its primary akta.pro industry code is THAHADAA, Full-Service Destination Management (Ground Handling & Onsite Operations), with a secondary code of THAHANAE, Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access). Its NAICS code is 561591.