Who We Are
The Huntsville Municipal Accommodation Tax Association (HMATA) is Huntsville's designated Destination Management and Marketing Organization (DMMO), created in 2019 to promote and develop tourism in Huntsville.
HMATA receives 60% of the funds generated via the Huntsville Municipal Accommodation Tax (MAT) at local hotels, motels, resorts, and short-term rental accommodations. Our focus is on attracting more visitors to Huntsville through new tourism product development, enhanced attractions and outdoor activities, and cultural and sporting events. We operate Explore Huntsville and work with local tourism partners to create a welcoming, inclusive, and exciting visitor environment.
Our Mission
Lead the local tourism sector in creating prosperity while strengthening the values, cultures, and nature that make Huntsville a unique and welcoming destination.
Our Vision
HMATA fosters Huntsville as Muskoka's main hub of year-round nature and culture experiences, where tourism drives the local economy and enriches community vibrancy.
Our Values
Environmental awareness
We acknowledge the importance of the natural environment around us and consider the potential impact of our activities and those of our partners in our decision-making.
strategic financial stewardship
We effectively, efficiently, and transparently use all of our revenue to create long-term value.
exceptional product development
We are leaders in developing and curating outstanding tourism products and experiences that attract and delight visitors.
collaborative partnerships
We strengthen Huntsville’s tourism landscape through meaningful relationships and purposeful collaboration with tourism partners, operators, and stakeholders.
Our Strategic Priorities
HMATA engaged the consultants at Bannikin to facilitate development of our 2026-28 Strategic Action Plan. Click here to read the full plan.
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