This summer, OCAF surveyed 71 Ontario-based cultural organizations with OCAF-funded events from 2022–2025 to better understand the state of cultural tourism in the province. Conducted digitally between July and August, the survey captured insights on current sector challenges, what’s working on the ground, and where organizations need additional support. These findings helped us identify program strengths and emerging opportunities, complete a cultural tourism sector health check, and celebrate the successes of cultural producers across Ontario. The results are already informing conversations with partners and policymakers as we continue to advocate for the needs of the sector and strengthen our support for cultural organizations.
Outcomes
- Findings have been shared with partners to help strengthen sector-wide support systems. OCAF has also contributed these insights to ongoing discussions within the Ontario Chamber of Commerce’s Arts, Culture and Tourism Working Group, ensuring client needs and priorities are clearly represented. Recent OCC ACT report here.
- Client successes, challenges, and areas of opportunity have been communicated to the Ministry of Tourism, Culture and Gaming.
- These insights are actively informing enhancements to the Ontario Cultural Attractions Fund, and we remain committed to supporting the sector’s needs with even greater impact.
Cultural Tourism Opportunity
- 95% of organizations cited tourist-targeted marketing as an effective tool for growth.
- Respondents’ events saw an average of 33% out-of-town attendees.
- 56% of organizations are seeking a deeper integration within Ontario’s tourism strategy.
OCAF Impact
- 89% of respondents rated the need for funds dedicated to marketing efforts as a vital need.
- 80% successfully increased earned revenue when compared to past events.
- 96% experienced a moderate to high increase in ability to market their events.
- 95% would apply again pending a suitable project.
- 80% responded that OCAF funding had a direct (50%) or indirect (30%) impact on their ability to raise private sector funding.
Sectoral Challenges
- 63% of organizations surveyed are experiencing rising costs and financial pressures.
- 56% cite a declining pool of funding sources.
- 42% lack dedicated full-time marketing staff.