A new report to Council outlines the success of the Town’s new Municipal Accommodation Tax (MAT) introduced in July 2024. The four per cent tax on hotel and motel stays creates an alternative revenue source that allows the Town to support tourism initiatives with less impact on property taxes.
The MAT generated $302,021 in revenue in the six months of 2024 that it was in effect, and $636,656 in revenue in 2025, its first full year in effect. In 2024, Council authorized the creation of the Whitby Tourism Development Corporation (WTDC), a non-profit, non-share capital municipal services corporation established to promote and enhance Whitby as a tourism destination, support the growth of the local tourism industry, and implement the objectives of the Destination Whitby Tourism Strategy and related plans.
After reasonable costs are deducted from total MAT revenues collected, 50 per cent of the net MAT revenues are retained by the Town to support tourism projects and the remaining 50 per cent are transferred to the Whitby Tourism Development Corporation for Whitby-focused tourism marketing, promotion and program delivery.
Since its inception, the WTDC has established a board of directors and worked with the Town to establish financial and operational governance models. The WTDC also recently launched the Host in Whitby Grant program which provides grants of up to $5,000 to support events in Whitby that attract and retain visitors. In 2025, five grants were awarded totalling $20,000 including: $5,000 for the Downtown Whitby BIA Christmas Market, $5,000 for the Durham Region International Film Festival, $4,000 for Vivid Vendors, $1,000 for the Curling Ontario Masters Provincial Championship, and $5,000 for the Whitby Girls Hocket Association Tournament of Heroes.