An Exciting Emerging Sector in Barrie
As a four-season destination, Barrie relies on tourism as an important economic driver. The city offers a lot for residents and visitors to explore, experience and enjoy. From the sparkling shores of beautiful Kempenfelt Bay and 88 kms of public trails to quick access to golf courses, ski hills, and over 700 acres of scenic park space, Barrie is home to many and a destination for even more.
A city that invests in strategic tourism offers positive, lasting and memorable impressions, positioning itself as an ideal home for potential new residents and businesses. Working collaboratively with partners, Invest Barrie helps to ensure that our community is supported by a strong visitor economy keeping Barrie a great place to visit, explore and invest in.
Quick Facts
Sources: Tourism Barrie and OMAFRA Lightcast (2024.3)
Highlights
The City of Barrie is investing in the 30 recommendations from the Tourism Master Plan, which include:
- Continuing to demonstrate tourism as a priority economic growth sector in Barrie
- Ensuring 100% of Municipal Accommodation Tax revenues are used for the direct benefit of tourism
- Supporting the development of the sport tourism sector in Barrie with the City’s Sport Tourism Strategy
- Upgrading the downtown and waterfront wayfinding system
- Developing and supporting major tourism events on Barrie’s waterfront and downtown areas
Did you know? In February 2025, the City won two Awards of Excellence from the Economic Development Council of Ontario for the 2024 Barrie Airshow and the Sport Tourism Strategy.
Tourism Employment Numbers & Talent Pipeline
The tourism industry is exciting and evolving:
- Barrie’s tourism economy supported 8,529 jobs in 2024 (17% above the national average).
- Georgian College’s Hospitality, Tourism & Recreation academic areas offer Certificate, Diploma and Graduate Certificate programs that support a talent pipeline to the region’s tourism sector.
- Co-op programs and employment opportunities in Barrie ensure the talent that’s developed here, stays here.
Investing in Tourism
The City of Barrie strategically invests in the development of the tourism sector. Consider the below resources when planning your own investment in Barrie, and learn about the City's wayfinding project and its importance for tourism.
Tourism Master Plan
Discover all the ways we support the tourism industry by reviewing the Tourism Master Plan.
Sport Tourism Strategy
The Sport Tourism Strategy supports Barrie's ability to attract and host sport events.
Wayfinding System Improvements Project
To direct residents and visitors using all forms of transportation to the downtown area and its attractions, including public parking, institutions and parks.
Key Partners
Invest Barrie’s strategic tourism development portfolio applies the strategic tourism lens across internal functions at the City of Barrie, including arts & culture development, special events, recreation, parking, communications, planning, and parks, and aligns with the City’s Official Plan.
From destination marketing and facility inventories to events and strategic partnerships, tourism includes many key partners in Barrie and its surrounding region, including:
Tourism Barrie works to build a vibrant, year-round visitor economy that contributes economic value to Barrie. We value our close working relationship with Invest Barrie and the efforts we make together to position Barrie as a premier tourist destination.