Ontario’s summer festival season is getting a vital financial boost, as the province has committed $20 million to support more than 350 festivals and events navigating a challenging economic landscape. The funding, administered through the Ministry of Tourism, Culture and Gaming’s Experience Ontario grant program, is aimed at bolstering operational capacity for events across the province just in time for the busy summer calendar.
Announced on April 24, the grant offers much-needed relief to an industry still recovering from the lasting effects of the COVID-19 pandemic. The program’s timely rollout has been praised by tourism leaders, including Andrew Siegwart, CEO of the Tourism Industry Association of Ontario, who emphasized the importance of early funding announcements. “There are many benefits to this, and one of the major ones is that this announcement has been made well in advance of summer,” said Siegwart, noting that the extended application window gives festival organizers the space to plan strategically, build sponsorships, and boost ticket sales.
One of the early beneficiaries is Thunder Bay’s Wake the Giant Music Festival, which received $55,000 through the grant. Known for its celebration of Indigenous youth and culture, the festival will feature global pop icons The Black Eyed Peas as headliners on September 6. “[The funding] helps us continue growing something truly special and welcome hundreds of Indigenous youth to Thunder Bay while creating a space where they feel celebrated and connected,” said festival spokesperson Sean Spenrath.
The Ministry of Tourism highlighted the economic ripple effects of these events, pointing to their role in stimulating local economies. From hotel stays and restaurant visits to shopping at main street businesses, festivals bring life and spending into communities across Ontario. The ministry emphasized that Experience Ontario funding isn’t just about headline acts—it’s about elevating events of all sizes, in every corner of the province.
Siegwart echoed that sentiment, noting that too often provincial investment is concentrated in major urban centres or large-scale events. “In this program, these investments get spread across every community and strengthen tourism, destinations, and communities across the whole province,” he said.
While the influx of funding is welcomed, festival organizers are still contending with broader financial pressures. The ongoing cost-of-living crisis and a turbulent trade environment, exacerbated by a trade standoff with the U.S., have made it harder to attract corporate sponsorships—critical revenue for many events.
Siegwart stressed that festivals must prepare robust, results-driven applications to access the funds. “These applications are metrics-driven, so you have to deliver results, and beyond that, demonstrate results,” he said.
The hope is that this investment not only salvages the upcoming festival season but also positions Ontario as a leading destination for domestic and international tourists. With Canadian travellers staying closer to home and the potential to draw in U.S. visitors seeking unique cultural experiences, Ontario’s festivals may prove to be an unexpected economic powerhouse in a strained summer.
More information on Experience Ontario 2025 and how to apply is available on the provincial government’s official website.