End-of-Year Statement to the Tourism Industry

From James Murphy, CEO, Explorers’ Edge

As we close out another year in the great Canadian wilderness just north of Toronto, I want to thank the operators, municipalities, BIAs, chambers, DMOs and Municipal Tax Association partners who continue to strengthen our visitor economy, it takes a village. Despite economic uncertainty and tightened household spending, our region demonstrated resilience, adaptability, and collective momentum.

We would also like to take a moment to acknowledge Kate Monk and Erin Smit, whose leadership and dedication were instrumental in helping guide Explorers’ Edge to this point. Their contributions helped shape the organization’s direction, strengthen partnerships across the region, and lay important groundwork for many of the successes we continue to build upon today.

On behalf of our Board, staff, and partners, we invite you to join us in thanking Kate and Erin both for their meaningful contributions, and in extending our very best wishes over the holiday season and in the year ahead, particularly as they focus on their new life chapters, health and well-being during this time.

Industry Performance & Resilience

Across 2025, accommodation performance in RTO12 consistently outpaced provincial trends.

• July occupancy reached 80.7%, with RevPAR up 12.3%.
• August ADR rose to $314.40, supporting a 7.3% RevPAR increase.
• Fall performance remained strong, with year-to-date RevPAR growth between 7–8% across the region.

At a time when leisure travel is often one of the first areas affected by affordability pressures, these results reflect the strength of our destination and the value of the experiences delivered by our operators.

40+ Regional Partnerships Strengthening Our Sector

This year we executed more than 40 partnerships across Muskoka, Parry Sound, Almaguin Highlands, Loring-Restoule, and South Algonquin. These collaborations expanded product offerings, strengthened workforce pathways, and reinforced our shared commitment to regenerative, community-rooted tourism.

Regional Leadership & Sector Development

Our 2025 Regional Tourism Summit, combined with our presence at the TIAO Provincial Summit, underscored the growing importance of data-driven decision-making, collaborative development, and shared innovation in strengthening rural destinations. Marketing performance throughout the year reinforced this: affinity-audience testing, multilingual campaigns, and niche-segment content (motorcycle touring, cycling, angling) all demonstrated strong engagement and high return on modest spend. Our shoulder-season storytelling outperformed expectations, and website analytics continue to show deep consumer interest in curated, experience-based travel.

Throughout the year, we advanced:

• Co-Creation Labs and DIVA Dialogues, which surfaced new product concepts aligned with regenerative principles and operator capacity.
• New experiential products, including the sold-out Almaguin Star Party pilot, which validated demand for place-based, community-created experiences.
• Sustainability programming and operator site visits, strengthening readiness for GreenStep expansion and the Positive Impact learning series.
• Workforce development initiatives engaging more than 120 students, supported by strong SHSM partnerships and industry interest in talent development.
• Targeted marketing insights, including high engagement from Quebec audiences, strong performance from niche touring markets, and consistently high dwell time on curated itineraries, key indicators that packaged, values-based travel is resonating with consumers.

These efforts deliver directly on the direction outlined in our Mid-Term Report and reinforce the momentum behind regenerative, data-informed tourism development in our region.

Indigenous Youth Tourism Strategy

A major milestone this year was the launch of the Indigenous Youth Tourism Entrepreneurship Strategy, in partnership with Moccasin Trails and Stormy Lake Consulting. National research shows that one in three international travelers seeks Indigenous cultural experiences, one of the country’s fastest-growing segments. This underscores how essential Indigenous-led development is to our region’s future competitiveness. Relationship-building throughout the year has created a strong foundation for long-term, youth-led, culturally aligned tourism initiatives.

Reinvestment & the Year Ahead

We continue to reinvest in product development, sustainability, research, and industry supports. The launch of the Explorers’ Edge Regenerative Travel Agency will help drive economic impact while educating visitors and dispersing travel more sustainably across the region.

As we head into the new year, our team, Jennifer, Jake, Rachel, Rebecca, and Peter, together with our Board of Directors, stands ready to continue advancing economic and community growth through the lens of tourism. With a shared commitment to collaboration and regenerative practices, we look forward to building on this year’s momentum.

Thank you for your leadership, your resilience, and your partnership. Together, we are shaping a stronger, more inclusive, and more sustainable future for our region.

In gratitude,
James