A stunning waterfront with 10+ km of shoreline, bustling patios, active sports fields, and vibrant events — Barrie is a four-season destination with a rapidly growing positive reputation. But behind the scenic views is a high-performing economic engine that is attracting both visitors and investors.
Tourism Barrie — the City’s Destination Marketing and Management Organization—announced that in 2024, 631,989 overnight visitors stayed in Barrie’s commercial accommodations, an 8.5% increase over 2023. These visitors generated $112.8 million for the local economy, an extraordinary 79.5% year-over-year growth. For hoteliers, restaurateurs, event organizers, and local entrepreneurs, this translates into stronger cash flow, job creation, and a compelling case for reinvestment.
Sport Tourism alone accounted for $92.4 million in total economic impact, while Festivals & Events added another $31.05 million. This isn’t just money spent in the moment—it’s capital in circulation, strengthening supply chains, supporting local vendors, and increasing the tax base that funds future infrastructure.
Driving this performance is the City’s Tourism Master Plan, Barrie’s handbook for strategic tourism, with 30 actionable recommendations. The recommendations guide targeted investments, ensuring that every dollar spent has measurable returns in visitor spending, investor interest, and community benefits. When paired with the recently-approved Sport Tourism Strategy, the plan is positioning Barrie as a serious contender in the competitive market for event hosting and visitor attraction.
Chances are, you’ve already been part of this success — whether by catching a Barrie Baycats game at Athletic Kulture Stadium, attending the 2024 National Slo-Pitch Championships, watching the Barrie Airshow from a downtown patio, or enjoying a Troubadour Festival concert at Meridian Place. Each ticket purchased, meal ordered, and hotel night booked reinforces Barrie’s reputation as a vibrant, investable city.
For investors, tourism offers predictable revenue streams, diversified demand across all four seasons, and a proven multiplier effect — every dollar spent by visitors ripples through the economy, benefiting businesses far beyond the tourism sector. This is why the City continues to prioritize tourism as a core pillar of economic development and identifies it as a key sector in Barrie.
Looking ahead, strategic tourism investments will continue to pay dividends — not only in visitor numbers, but in strengthened business confidence, new private-sector partnerships, and infrastructure growth that benefits residents, visitors, and investors.
Barrie isn’t just a pretty place — it’s a profitable one.